Customer is no longer a good enough word to describe the many individuals in relationship with a brand. We’ve called them fans and audiences, collaborators and participants, visitors and users, trying to capture the nature of customer interactions in the digital age. But a single word may never be enough, because touch points and opportunities for engagement keep multiplying. The once linear sales funnel is now an evolving, circular process with active and informed men and women entering through various channels.
For example, the customer that sets foot in a store today is a very different animal from the one that walked through the door more than a decade ago. Chances are the customer knows a good deal about your product before approaching a salesperson. The salesperson needs to understand the customer well enough to make broader recommendations (for example, suggesting new designers or accessories to a fashionista). We no longer live in a product-driven world. The customer-centric sell is personalized to unique and specific customer lifestyles.
What Digital Started, Mobile Is Driving In-Store