Loyalty and satisfaction can drive revenue growth

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Customer centricity makes for happy customers, but it requires a shift from selling products to solving problems

As competition in the retail landscape becomes increasingly fierce, it is more important than ever for organizations to drive revenue growth through customer centricity. This means organizing around what customers want as opposed to what the business can do, and prioritizing customer lifetime value over individual transactions.

For many retailers, this is a fundamental change, one that requires companies break down barriers and unite traditional customer-facing functions with back-end operations – all in the hope of creating one happy customer.

Technology has the power to improve the customer experience, but its application and implementation are as important as the capability. For example, in-store pickup is gaining traction with retailers as a way to fulfill orders faster and reduce last-mile shipping costs. On the organization level, this service may meet business goals. But the process is often far from ideal because many retailers failed to consider the full customer experience when rolling out this technology.

Read how Capgemini can help retailers navigate complex market dynamics and ever-evolving customer behaviors to create the best experience in One happy customer.

Discover what’s next for retail by joining Capgemini at NRF 2020, Retail’s BIG Show

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Key takeaways from the authors

Simon Butler, Vice President, Head of Retail, Capgemini

"It is important to continue to live up to the brand promise and define customer centricity according to those attributes that they are known for, be it product and price, convenience, or experience.”

Steve Hewett, Vice President, UK Head of Digital for Retail, Capgemini

"What gets missed in the race to become technically agile/product oriented to transform the experience is that a different culture, a new set of measures, and a revised operating model are also needed to create the kind of business agility needed to truly deliver on customer experience transformation.”

Gabe Weiss, Principal, Customer Engagement, Capgemini

"With many technology applications, the burden of change is placed on the customer. To be successful, retailers need to demonstrate the value of the technology to the customer’s experience and make the transition nearly effortless.”

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Meet our experts

Steve Hewett

Expert in CRM, Customer Experience Design, Digital Operating Model, Ecommerce