via Business of Fashion

Other retailers assume that customer experience simply means better, friendlier or more personalised service. Thus they invest in recruiting and training and work harder to capture data about their clientele.

The disappointment sets in when all these sorts of investments produce little in the way of marked improvement, either in enhanced customer satisfaction, improved foot traffic or sales. This is because they haven’t really designed a new customer experience at all. They’ve just put fresh icing on the same stale cake.

Truly remarkable customer experiences are deliberately engineered to be:

  1. Engaging
  2. Unique
  3. Personalised
  4. Surprising
  5. Repeatable

Definitely not just the aesthetics of the retail store.