Latest trade shows offer beacon and other technical gimmicks to improve the customer experience at the physical POS. Like always – technology drives customer experience management. But if we take a break and think of what customers are seeking at the physical POS, it obviously is not a replication of an online-shopping experience within a bunch of people.
So what is different between an online shop and a physical POS? If you think about, you might wonder but the biggest difference is a sales person. A person, a human being? Even cars are able to drive without a person until now…
Maybe – but customers like the support of sales people. Nothing is more convenient than to get a personal decision support. Problem is, there is little support to be expected today. You are lucky if you find a sales person at the POS – expecting even help?
Based on our research the influence of salespeople is decreasing in most industries. You know why? Because sales people are desperately in need of an upgrade. They are fighting against Amazon and Co., which have a strong competitive advantage – no, not the price – it is customer data. Millions and millions of valuable customer data waiting to be used to improve the customer experience.
We suggest to think about the digitisation of sales people instead a pure focus on the physical environment. We at WATC Consulting AG have a marvellous idea for all of you, who still believe in people…CE-POS.
