[Step by Step] How Does CX Address Modern Customer Expectations?
Future Commerce · with Rebecca Boxall · November 19, 2020 · 38 min
Summary
This episode features Rebecca Boxall, VP of Marketing, Channels, and Customer Experience at Native Shoes. She explains how their mission-driven approach, centered on kindness and sustainability, extends beyond marketing to define their customer experience across all channels. Learn how Native Shoes adapted their CX strategy to meet evolving customer expectations during a tumultuous year, emphasizing consistency across online and in-store interactions and the importance of delivering value and quality to discerning consumers.
Key takeaways
Build your brand's purpose into your culture, not just your marketing. Native Shoes'
"Do the kind thing" pillar influences internal problem-solving and customer interactions, fostering a consistent brand experience.
Maintain consistent customer experience across all channels (eCommerce, retail, wholesale, social media). Customers expect a unified brand interaction regardless of the touchpoint.
Emphasize value and quality as customers become more discerning with their purchases, especially during uncertain economic times. Highlight products that fulfill multiple purposes to resonate with this mindset.
Leverage a mission-driven approach to navigate challenges. Returning to core values provides a guiding light for leadership and teams, offering vision and stability even in difficult periods.
Acknowledge that customer goodwill can fluctuate. Train customer support teams to show generosity and kindness, understanding that customers may be experiencing external stressors impacting their interactions.
Customer Experience is about anticipating needs. For Native shoes, leading with their values helps them to do just that. Their brand promise - to live lightly - is woven into every interaction they have with a customer. To do this, they're using blended teams to help blur the lines between online interactions and offline interactions, creating a seamless, even channel-less, view of interacting with the customer. Listen now!
What does this episode say about customer retention?
Build your brand's purpose into your culture, not just your marketing. Native Shoes'
What does this episode say about brand & content?
"Do the kind thing" pillar influences internal problem-solving and customer interactions, fostering a consistent brand experience.
What does this episode say about retail & omnichannel?
Maintain consistent customer experience across all channels (eCommerce, retail, wholesale, social media). Customers expect a unified brand interaction regardless of the touchpoint.
What does this episode say about founder & leadership?
Emphasize value and quality as customers become more discerning with their purchases, especially during uncertain economic times. Highlight products that fulfill multiple purposes to resonate with this mindset.
What does this episode say about customer retention?
Leverage a mission-driven approach to navigate challenges. Returning to core values provides a guiding light for leadership and teams, offering vision and stability even in difficult periods.
