The New Customer Experience: Social, Individual, Fast
I know, it is not usual to promote a certain brand on a blog like this. But I have to share this customer experience with Suitsupply. It is my favorite brand for suits, shoes and accessories, I wear for business or events like weddings.
First of all it started off with an issue. I was trying to order shoes in 44.5 (EU size). The web shop showed that this size was not available right now, but I can create an alert, when it is available. I decided to do this. I guess you are not surprised that I was doing this with my smartphone. Sadly it turned out that this function was not working properly, it was only allowing me to select the alert for EU size 39. So I decided to tweet about it.
With that, my customer experience journey started. They immediately send me a direct Twitter message. They have been able to identify me and my customer profile, from knowing my twitter name @benrund and immediately matching it to my full profile and email address below. By the way, Informatica Big Data Relationship Management helps companies in all industry and sized to add an additional dimension to their decision making or customer experience marketing.
But this was not it. They have proven to be fast and agile and made it easy for me to spend my money. A direct link led me to the shopping cart, where I just had to do the transaction. Done. A few minutes later the next twitter message was in.
Yes, these shopping the style service are not new. But I tended not to use them because I have fun on creating my own style and outfit. Selling an outfit requires to build a bundle of products like, shoes + belt + pants + shirt. Brands and retailers are doing this with Informatica’s MDM – Product 360 app for merchandisers and marketers. They can easily group products together into a bundle, which is promoted in a certain campaign. Sounds obvious but, reality still shows a lot companies have not solved this challenge.
This time I decided to test it, as they showed real service and focus on me as a client. I signed up for the Box Office. But did have to work, so I did not continue filling out my preferences. Just after few hours, later at night, it was 11 pm I was contacted via WhatsApp. This means they know my cell phone number, and I gave them permission to use it. (If address and email validation and enrichment is an issue for your marketing operations, check out this video.)
Via WhatsApp, which was very easy for me, I sent over my preferences in an unstructured way. For the result, I did not have to wait long, a mid size box, but with tons of things in it, was shipped. See my pics.
I am definitely keeping some items, not all. But all the selected sizes are perfect, they fit! And you have to know I am somewhat tall 😉 They really have shown what Customer 360 means. Watch this video if customer 360 experience is relevant for your business.
You might have seen that I mentioned some Informatica solutions during this blog. They are part of the only and most comprehensive end-to-end MDM solution in the market, which can manager any kind and relationship of business critical information, with big data relationships, with data quality and governance, with business process automation and contact data validation services – an finally with business apps for supply chain, marketing and merchandiszing use cases.
PS: What happens if I ask them to show me my full customer profile? With the GDRP Individuals will have more information on how their data is processed and this information should be available in a clear and understandable way. Data protection authorities will be able to fine companies who do not comply with EU rules up to 4% of their global annual revenue. This is relevant to all companies who serve EU citizens.