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Improving the Consumer Experience in Mobile Operator Stores Product Image

Improving the Consumer Experience in Mobile Operator Stores

  • Published: November 2010
  • 12 pages
  • Ovum

Introduction

In the retail industry, customer service grew out of a reaction to dealing with complaints. Although most of the industry now sees customer service as a sales driver, mobile operators do not seem to have matured to this way of thinking. Only through implementing proven best practices and technologies will mobile operators be able to assist their customers better than their competitors.

Features and benefits

- Understand the key issues around delivering high levels of customer service in mobile operator retail stores.- Gain insight into the customer service technology enablers for small-format retail stores.

Highlights

Long waits to be served and lengthy transaction times are unacceptable in retail today, and poor customer service of this kind drives customers away.Be it through providing visibility of inventory in store and in the supply chain, or providing handheld point-of-sale (PoS) terminals to speed up transaction times, retailers must give the store staff the tools to provide a superior customer service.

Your key questions answered

- What do mobile operator retail stores need to do in order to remain competitive?- Which technologies will help retailers improve the in-store customer experience?

SUMMARY
Catalyst
Ovum view
Key messages
THE REALITY OF MOBILE OPERATOR STORES IN 2010
Introduction
Mobile operators are not taking advantage of their retail stores
A sub-standard in-store experience drives customers away
Customers experience long waits to be served and slow transaction times
Store staff are not provided with the tools to increase basket values
Store staff lack the accurate realtime inventory data visibility needed to provide good service levels
Stores are operating in isolation to other channels
IMPROVING THE IN-STORE EXPERIENCE FOR THE CUSTOMER
Transaction times can be dramatically improved with advanced PoS best practices
Gap simplified the sales process and reduced transaction times through overhauling its PoS system
Apple has revolutionized customer service best practices with mobile POS
Enhancing inventory management and visibility delivers tangible benefits
O’Reilly Auto Parts recognized the need to better react to customer demand
Phones4U is implementing inventory management to encourage upsell opportunities
Kohl’s is installing transactional kiosks to minimize lost sales from out-of-stocks
The store must be tightly integrated into other channels
Kamal Osman Jamjoom integrated data to enable cross-channel business growth
Information gathered in-store should be leveraged for continuous learning
Tesco analyzes customer feedback in realtime
APPENDIX
Further reading
Definitions
Multi-channel versus cross-channel
Author
Ovum Consulting
Disclaimer

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