Lois Boyle & Steve Trollinger
Building the Customer Experience Across Channels

In this column, we’ve discussed the customer experience and its relation to the brand, the creative platform, the marketing plan and the merchandise concept. This final installment looks at the customer experience across channels with a set of companies that, from our view, do a great job at building a sound channel-centric customer experience.

The Brand is the Basis

As this series of articles has outlined, the brand is the basis of the customer experience. Your brand sets the tone of the customer experience and is an outward expression of three fundamental concepts: who you are, what is it you sell, and why it matters.

Brand is an expression of your “one thing” that distinguishes you from the competitive set. Your “one thing,” your higher order benefit, should be the starting point of your conversation with the customer. He or she should come to know you for that and should expect it from you. And you should deliver it at every possible turn: in the retail setting, online, within the pages of your catalog, in your email campaigns and on the telephones.

Each of the companies discussed below understands this concept and have been able to develop an appropriate customer experienced based on who they are, what they sell and they know why it matters.

One Size Doesn’t Fit All

The customer experience is channel specific. While key elements of the brand will tie all channels together, there is no denying that a plan must be crafted and executed specific not only to the channel’s environment, but to the way in which customers gather information and shop.

To do this, you must understand why customers choose to interact with your business in the ways that they do. If you believe customers are shopping online because it’s “more convenient,” does that mean that your call center operations are inconveniencing customers? Let’s hope not. Or better yet, find out. Getting customer’s opinions on the “whys” and “hows” of their interactions with you can help you align the customer experience you’re delivering across channels with your customers’ expectations. Never fall into the trap, or assume, that just because you read somewhere that “people go online for the order function only” that it is true for your customers.

Now let’s take a look at some companies we believe are doing a nice job with their customer experience. How do we know if it’s the appropriate experience? Because we are their customers!

The Online Experience

Steve’s Pick: Crutchfield

The Web is an excellent forum for information gathering. It is a shopping channel, yes, but more than any other channel, the Web affords a customer the ability to research. Research, research, research. Product features, use options, content and composition, installation, price comparisons, how-tos, you name it. The Internet has put the power of knowledge in the hands of Joe and Judy Consumer and the companies that are serving the best online experiences understand what makes the Web work.

Think about what Crutchfield sells. Car and home audio and video equipment, you say? Electronics and “guy stuff”? Maybe. Tangibly that might be what they sell. But what customers buy is help. Help in the selection, help in the installation.

On the site itself, Bill Crutchfield describes how he started the business in 1974 while he was restoring a classic car. He realized that there was no outlet for car audio equipment at the time and a niche was there to be served. After a year of poor sales, Bill asked his customers what the problem was. They didn’t say, “Well, Bill, you just don’t have the exact 8-track player I was looking for.” No, instead they told him that they didn’t know much about car stereos and were intimidated by the thought of installing one themselves. They told him they needed help and couldn’t (or more importantly, wouldn’t) buy as a result.

From that point, Crutchfield was less in the business of selling car stereos as it was in the business of providing information so that customers would be more comfortable with car stereos and audio components. Today, the company emphasizes its customer service, its employees are enthusiasts first and experts second. Crutchfield has logged specifications for more than 10,400 vehicles and provides step-by-step installation instructions for every piece of car audio equipment it sells. But first, it has to sell it.

Will It Fit?

There may be no more important question to a Crutchfield customer. To address it, Crutchfield starts the shopping process with a simple request: “Please select your car.” And they get at this critical piece of information in more than one way. Choosing “Outfit My Car” helps the customer by isolating products that will fit the make and model of vehicle the customer owns. Going further, Crutchfield continues to instill confidence with simple visual cues like the “This Item Fits” icon – a green circle with a check. [insert figure A and figure B graphics.] They continue with the assistance throughout the checkout process too, with helpful tips (“Use the factory grilles with these speakers”) and friendly aids (“Tell us where you’re going to install these so we can be sure to send the right installation booklet”).

Don’t Just Take Our Word For It…

Crutchfield understands the importance of testimonials in the selling process. Let’s face it, product specs and dimensions won’t tell me how something performs. For that, Crutchfield relies on its customers. Every product has a customer review and is rated on a five star scale. Think Wikipedia for consumer electronics here. Customers create the content, customers consume the content. Crutchfield delivers on its own expertise by letting the customer do the talking. Again, the customer is getting help – from other customers. [figure C]

What Do I Get?

For many of its customers, the decision about what to buy is easy compared to the actual installation and Crutchfield certainly knows that. It provides content throughout the shopping experience ensuring the customer of everything they’ll receive in the box, from installation guides to wiring harnesses to available on-demand tech support and installation assistance. It reminds customers to get everything they need to do the job right upfront and continually reinforces cross-sells and accessory sales. From the first click, the site offers help.

Still Wanting More

Knowledge is power and customers who have a firm understanding of what they’re buying and how to use it will undoubtedly feel more comfortable buying more. The Crutchfield Learning Center is Crutchfield’s answer to the quest for knowledge. Relying on it’s A/V experts, Crutchfield has created its “All information site,” CrutchfieldAdvisor.com, to answer all of the car and home audio and video questions a customer could conceive of in one central location, away from its commerce site. Once again, Crutchfield understands that customers want to know before they buy and they deliver an outstanding customer experience from click to buy. [figure D]

The Catalog Experience

Lois’ Pick: Newport News

One of the more engaging catalogs in the mail today, Newport-News “gets” the customer experience. This merchant understands who they are and what they sell but more importantly they understand who their customers are and how to engage them. Newport-News sells “the latest fashions at affordable prices.” Even their marketing materials state “Real Style, Real Value.”

How do they prove their “one thing?” First, by touting that their design teams are inspired by worldwide influences, always looking and predicting where fashion trends will go. They understand that they are not just selling apparel (or items on a page) but instead, a “fashion-forward” lifestyle their target audience can afford. The copy and photography looks fashionable and everything is presented in “collections” rather than just a functional category. Collections include lifestyle names like “Together” (designed in Europe), “Urban Safari” or “Everyday Romance” … mirroring fashion nuances that are popular today. Terms are used both in the catalog and online, like “What’s New” and “What’s Hot” proving that they are the experts in the fashion world. Newport-News further proves affordability with their reasonable prices but take it one step further by offering “two fors,” specials savings events and even a club card that offers deep discounts (more about that later.)

Consistency is the key to this catalog’s success and every time a catalog is received, customers know what to expect. But how do they create a relevant customer experience beyond presenting the right merchandise and prices?

Engage me!

Unlike most apparel catalogs, Newport-News understands how to engage customers. Rather than a typical catalog spread, this catalog mirrors what customers see within the pages of on-trend fashion magazines. You’ll see one garment shown with three unique outfits. Or, you’ll see an entire outfit, shown accessorized; to achieve a “look” similar to what is seen in magazines. Their magazine-style format is something their customers are comfortable with and the pages will highlight the versatility of their collections. And just like fashion magazines they offer fashion tips, styling updates and figure advise.

Within the last year they further engaged customers by creating a catalog that proved their “on-trend” focus. The catalog was called “Fashion Editors love Newport News!” Throughout the pages of this catalog, they demonstrated how “Glamour”, “Elle” and even “O” highlighted their clothing within magazine pages. What an endorsement!

Show me how I can be on-trend:

As mentioned earlier, this catalog never sells just items … they sell a “look.” They begin by positioning themselves as the experts by advising you on “Fall Fashion Trends,” “Fashion Editors Favorites” or the “Fall Color Palette.” Throughout the catalog, products are grouped by trends and colors. Looking for “Equestrian Eelegance” or “Animal Glam” or those “new warm reds?” Catalog pages will present these concepts by spread, demonstrating how you can achieve each of these looks from head to toe.

Help me solve a fashion problem

Newport-News provides solutions to everyday fashion problems. From “what to wear for that special night on the town” to “how do I accessorize to achieve a certain look” to “help me make my body look better.” As mention before, tips are sprinkled throughout to help in your fashion endeavors. Most impressive is a collection called “Shape fx” a line designed to “make the body you have look like the body you want.” The line is presented throughout the catalog demonstrating how it will “re-shape your rear” or “conceal your tummy.” Catalog copy engages the reader explaining how this “haute collection is constructed of technologically enhanced fabrics that smooth, shape, lift and conceal. No diet or crunches required.” Photography and illustrations are then used to demonstrate and show exactly how these garments will achieve your fashion problem.

Give me a reason to come back again

One of the better loyalty programs today is the Newport-News “Club Card.” To further prove their differentiation as “affordable,” they offer a membership card that offers customers further discounts. A one-year membership offers 10% off on every purchase plus private sales and promotions offered to members only. Even better, at least 8 times a year, members are offered special catalogs offering a double-discount of 20% splashed right on the front cover. You can’t miss it which is a good thing because membership comes at a cost of $25. But, if customers do not realize at least $25 in savings (the cost of membership), Newport-News will refund the portion customers did not save. Furthermore, a member can enjoy a special hotline and a “members only” webpage.

One of the biggest deterrents for ordering clothing via direct mail is the problem of fit. Newport-News works hard at helping you find the right size. If you cannot figure out what size is right for you, the catalog pushes customers to an online size chart that will further assist. Still concerned? Their guarantee is simple. Not satisfied, send it back.

In both of these examples, the merchant not only understands who they are (their brand) and specifically what they sell (their merchandise concept) but they understand why it matters. Cruthfield customers are seeking help to install their own audio systems. Newport-News customers are looking for fashion advice. Both brands understand how to deliver on “what matters” and have created channels that engage. How well do you understand what matters most to your customers? By now, you probably realize that without a comprehensive understanding of this concept, it becomes difficult to present an engaging and relevant experience, no matter the channel.