The Everywhere Customer
GIGAOM recently put together an infographic on the “Everywhere Customer” and the omni-channel customer experience. The research, conducted by Google, Nielsen, and Harris Interactive, shows that 98% of respondents use multiple devices in a single day. Additionally, 43% report using their smartphones during shopping trips to supplement the shopping experience.
The findings reinforce every brand’s need for consistency across channels (digital and physical). Customers are shopping in physical stores, using digital devices, and very well may continue their shopping on other devices/channels before deciding to make a purchase. At any point in the process, a customer might abandon their engagement with the brand because of a glitch or disappointment in the experience.
Consistency, however, does not come about by accident or by wishful thinking. Omni-channel consistency develops from the equally consistent pursuit of UX/CX research, and from a multitude of angles. Only through the combination of customer journey research, cross-device usability tests, and in-store testing can the full user story emerge. And in our experience, only brands with access to the full story can execute a successful omni-channel strategy. Without the full story, it’s not a strategy. It’s a guess.