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The 5 keys to succeed in a Phygital strategy

The 5 keys to succeed in a Phygital strategy

Studies show that 63% of purchases start online, but 49% of consumers still prefer to shop in stores. This shows that physical interaction is still a very important element for consumers, therefore, the new trend in retail, the Phygital experience, manages to connect the physical (offline) and digital (online) environment, in order to create an ecosystem interactive with the user, providing much more complete and deep experiences

Uniting physical stores, social networks and e-commerce is not only a requirement, but it also allows us to optimize the omnichannel experience that is so much demanded. The borders that separate the online and offline world are blurred. Now they are interconnected and one depends on the other; therefore, we must not follow isolated strategies, but bet on an integrated experience. The consumer is one and interacts in both worlds indistinctly.

The Phygital strategy proposes to connect the online and offline worlds to create much closer, more efficient and human customer experiences. To achieve Phygital customer service, Diego Capria shares the keys:

1 – Customer Experience management must be a priority

More than 70% of consumers rank experience as one of their three most important factors when choosing a brand. Unite physical stores,

social networks and e-commerce, allows you to optimize the omnichannel experience and merge the experiences of the online world and physical stores.

2 – Know your Customers

Implement an integrated big data model to track 100% of interactions using speech analytics, use surveys, and measure customer satisfaction.

3 – Develop a successful omnichannel strategy

Provide your customers with a solid experience in voice channels, chats, websites, apps and social networks and provide self-management tools.

4 – Maximize Customer Satisfaction, Loyalty and Retention

Satisfaction drives loyalty and loyal customers spend more. Develop recovery strategies, as only +5% retention is needed to increase profits by 25%.

5 – Automate and provide Fast Self Service options

Customers value the speed and 24/7 availability of self-service solutions. 44% of customers require automated services, such as chatbots and intelligent digital agents.

Knowing how to understand, design and manage the best experiences, allows increasing customer satisfaction, brand loyalty, and finally the companies’ income. It is important to remember that currently the customer has control, defines, requests and designs what he expects from companies, knowing how to listen to them and satisfy their demands will be the key.

Commercial Director of Apex America

Source: Ambito

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