Monday, August 14th, 2017 | 4 min read
We can learn a great deal from China when it comes to building a superior customer experience. The country offers a glimpse into the future of shopping: it’s a world in which consumers follow what others say as opposed to what brands say; brands engage consumers with conversations and educational opportunities instead of just trying to sell; and retailers bring the store to the consumer and provide a seamless purchase experience.
China’s leap ahead is a result of the economic boom led by internet players such as Tencent and Alibaba, whose business models are adapted to needs of modern Chinese customers, without the legacy constraints faced by Western companies.
More importantly, WeChat built their US$ 6 billion business based on the idea that consumers “live” on their social networks and naturally prefer to shop, share and engage over their social channel.
From China’s example, we can see the direction and definition of customer experience in the near future and how brands will need to transform in the consumer-driven digital revolution that has only just begun.
Here are six key facets of China’s customer experience today:
While China’s customer experience is unique in its origins, structure, and development, it sheds light on how the future of shopping will look around the world. It will be a social and entertaining experience that plays out on personal devices and enriched with experiences beyond today’s offline and online shopping world.
Many companies have begun to leverage data and create compelling content. Others have taken the additional step of engaging consumers and collaborating across departmental boundaries to deliver a new and unified customer experience.
Those in any stage of digital transformation can learn from China’s example. Ask yourself four key questions to affirm and strengthen your priorities going forward:
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