[Step by Step] How Can I Make the Business Case for My Brand to Invest in Experience? (Feat. Ryan Bartley, Founder & CSO, fabric)
Future Commerce · with Ryan Bartley · August 29, 2022 · 43 min
Summary
This episode makes a compelling case for investing in customer experience beyond just the digital storefront. It highlights how a holistic approach, encompassing all brand touchpoints and service levels, is crucial for long-term growth and standing out in a crowded market, especially amidst economic unpredictability. Ecommerce operators will learn why prioritizing experience is not just a luxury, but a strategic imperative.
Key takeaways
Define 'experience' broadly: It's not just your website, but all digital and physical touchpoints, brand interactions, and customer service levels. This holistic view is key to understanding where to invest.
Recognize the competitive imperative: All competitors are improving their customer experience; failing to do so puts your brand at a significant disadvantage.
Evaluate your tech stack for optimization, not just replacement: Instead of immediately ripping out legacy systems, focus on optimizing your current technology and content infrastructure to better serve customers and enable superior experiences. Look for "configuration" over "customization" in platforms.
Address economic uncertainty by focusing on experience: In unpredictable times, investing in customer experience helps secure loyalty and differentiation, making your brand more resilient in a challenging retail environment.
Welcome to Season 8 of Step by Step. This season we’re partnering with fabric to discuss how brands can stand out from the crowd by investing in an experiential design. Tune in every day this week to hear from experts on how to unlock your eCommerce growth. Listen now!
Define 'experience' broadly: It's not just your website, but all digital and physical touchpoints, brand interactions, and customer service levels. This holistic view is key to understanding where to invest.
What does this episode say about brand & content?
Recognize the competitive imperative: All competitors are improving their customer experience; failing to do so puts your brand at a significant disadvantage.
What does this episode say about conversion & cro?
Evaluate your tech stack for optimization, not just replacement: Instead of immediately ripping out legacy systems, focus on optimizing your current technology and content infrastructure to better serve customers and enable superior experiences. Look for "configuration" over "customization" in platforms.
What does this episode say about customer retention?
Address economic uncertainty by focusing on experience: In unpredictable times, investing in customer experience helps secure loyalty and differentiation, making your brand more resilient in a challenging retail environment.
