IStock_000017691092XSmallThe retail rules of engagement have changed. Store fronts no longer monopolize the complete browse-to-buy experience for the customer. Technology has created a new breed of better informed and better connected consumers. In fact, 40% of U.S. smartphone owners admit to checking out a product in-store and then buying it online, also known as “showrooming.”

Customers are now in control and expect a seamless, personalized experience. Retailers who successfully respond to this new landscape will reap the benefits. Some 66% of shoppers say they would spend more with a particular merchant for improved service. To help accomplish this, retailers can implement a technology that meets the demands of this new breed of consumer.

The Salesforce1 Platform enables retailers to provide unparalleled service by giving them a 360-degree view of their customer and maximizing engagement opportunities online and in-store. Bringing consistency to the shopper’s brand experience increases satisfaction and builds loyalty through all five stages of the customer lifecycle. Learn how it impacts each stage below:

1. Awareness and Research

How customers become aware of and select products and brands has shifted. Much of this is now discovered through their own social network and peer community. The best customer service platforms empower companies to engage with their customers early on by monitoring social channels and web-site browsing.

2. Active Evaluation

Once a customer moves from initial awareness of your offerings, they enter the active evaluation stage. Again, much of this takes place via social tools and reviews. Companies have the opportunity to engage with potential customers and offer helpful information throughout the evaluation process.

3. On-Boarding

The shopper reaches this point when they are ready to buy. However, they may still need help with things like executing the transaction, determining a size, or choosing a delivery option. This stage can dramatically influence the customer’s positive or negative advocacy for your brand. Empower your in-store associates and online support agents with information to provide as personalized experience as possible.

4. Regular Use and Support

Now that the customer has the product in their possession, they may want to return it or need training on how to use it. Companies must deliver great service on every interaction channel; including online, mobile, social, phone, and face-to-face. Knowing a customer’s past communication history allows companies to make this a relevant and personal experience.

5. Enhance and Grow

This last stage can be the biggest challenge for companies. Social, mobile, gamification, and communities are all great ways to keep your customers connected to, and compelled by, your brand. Communities also allow customers to connect to each other and to quickly discover the service answers they may be seeking, resulting in increased satisfaction.

Learn how to create a customer service process that will grow your business by downloading this free e-book.