Business Strategy & Customer Experience

The CrossView Strategy & Customer Experience Practice guides the development of industry-leading cross-channel solutions, both internally through the CrossView Product Suite, and externally through retail client engagements.

Areas of Responsibility:

Product Management: Business ownership for the CrossView product suite, including industry research and analysis, and feature definition.

  • Client Strategy: Work with retail partners to define and assess key business metrics (traffic sources, conversion rate, average order value, cross-channel influence), identify business objectives, facilitate prioritization process and develop long-term strategic roadmaps
  • Search Engine Optimization: Work with retail partners to analyze current state and leverage industry research to define high-priority keywords, develop content optimization plans, and leverage WebSphere Commerce best practices to drive maximum traffic
  • Customer Experience Design: Assess user needs through direct customer research (focus groups and usability testing), develop user interfaces based on retail best practices and client branding objectives, transition graphic design concepts into workable front-end code leveraging WebSphere Commerce expertise

 

CrossView's Methodology

In 2009, the Economy is accelerating Cross-Channel behaviors. Shoppers are using the internet to build lists, find discounts, and check consumer buying impulses.  Consumers who utilize multiple channels are 2-5 times more profitable and more loyal.  In 2008 consumers started to use more coupons, bought more store brands, and started using shopping lists again.  It has never been more important to develop a customer focused retail strategy.

CrossView’s method for successfully implementing a strategy for customer experience is through four key points:
   1. Understanding the Customer
   2. Define Your KPIs
   3. Develop Your Strategy
   4. Execute & Optimize

Understanding the Customer

Many retailers claim to offer “outstanding customer service,” saying that they “always put the customer first.” But putting customer centricity into action requires more than a tagline. An important step in becoming a truly customer centric company is simple: listen to your customers. While nearly every retail merchant and marketer spends countless hours per week reviewing detailed spreadsheets and discussing the results in internal meetings, very few get out of the office and actually listen to their customers, asking questions and getting the answers first hand.

Define Your Key Performance Indicators

E-Commerce is a growing force in the world's economy and has turned the internet into a major source for businesses to sell products, services, and information. As a result, people have become more accustomed to purchasing these goods online. To compete e-Commerce sites will continue to improve and face more and more competition. Because of this cycle, it has never been more important for organizations to measure key performance indicators (KPI).

Knowing which KPIs to evaluate is crucial for an organization to determine a feasible vision and long term company goals. CrossView has embraced new world strategies to defining KPIs by capturing the best data to measure your success.

Develop Your Strategy

Based on your understanding of your customers' needs and your definition of KPIs, evaluate the most promising opportunities to drive your cross-channel business. Whatever your business and regardless of whether or not you have already established a successful company, you will want to construct a cross-channel strategy.

Execute & Optimize

Once the goals and the roadmap have been defined, the challenge switches from strategy to tactical implementation.

A tactical implementation plan involves:

    * A set of measurable goals that support the objectives
    * A timebased schedule for achievement of goals
    * A visible method of communicating what is to be done
    * Accountable people for delivering each objective
    * Clear milestones for objectives

To aid in the execution and tactical implementation CrossView has a knowledgeable team that will help guide your company with the next steps for creating a cross-channel strategy. After implementing our services, CrossView can also provide your company with post production support to ensure that your company can keep business running smoothly.