A New Era of Retail Customer Obsession
Beyond Customer Centricity - A New Era of Retail Customer Obsession
Brands like Polestar, Vinted and Home Depot are changing how they manage their customer journey. What can leaders learn from this?

By Jochem van der Veer. Co-founder, CEO of They Do

As we approach the second half of 2024, the shift from customer centricity to customer obsession is becoming a defining strategy for major retailers and tech leaders. Companies like Vinted and Polestar are leveraging advanced journey management technologies to create more effective customer experiences.

Data shows that customers prioritize brands that keep their promises. To truly stand out, leading brands are adopting a more intense focus known as customer obsession. This strategy emphasizes an unwavering commitment to exceeding customer expectations. According to Forrester, customer-obsessed companies see 43% better customer retention, 33% higher profit growth, and 28% faster revenue growth compared to their less focused counterparts.

Transforming Raw Data into Actionable Recommendations

Retailers face significant challenges in managing their user research data, often finding it scattered and underutilized. To address this, many are turning to tools designed to streamline the consolidation and analysis of user data. These technologies allow companies to quickly transform raw research into actionable insights, particularly improving critical processes like Checkout. By consolidating historical data and creating a comprehensive view of their customer journey, businesses can better understand and meet user needs.

Focusing on each step of the shopping experience, journey management ensures that every touchpoint meets customer needs more precisely. This approach goes beyond traditional static journey maps, which can quickly become outdated and ineffective. Modern journey management tools offer real-time updates and dynamic insights, keeping customer data relevant and actionable.

Systematic, Regular Improvements at Scale

Customer obsession cannot be ad hoc; it requires systematic, regular improvements at scale. For many companies, journey management is more than just a tool—it’s a strategic necessity. By treating the customer journey as their most important product, businesses can continually enhance and maintain a competitive edge. This focus on customer obsession ensures that every decision is made with the goal of elevating the customer experience consistently.

As customer expectations continue to evolve, the ability to adapt quickly becomes crucial. Journey management provides a sustainable way to keep the customer at the center of every decision, leading to higher satisfaction and loyalty. For retailers looking to thrive in a dynamic market, adopting a journey-centric approach is essential for long-term success.

About the author

Jochem van der Veer is the co-founder and CEO of TheyDo, an intuitive journey management platform. A designer by trade, he has nearly a decade’s experience in UX consultancy. Jochem founded TheyDo in 2019 to help businesses truly become customer-centric by organizing around the customer journey

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