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Christmas, as we all know, is the season of warm wishes, happiness and goodwill – except when one of your customers has a less-than-joyous experience buying a product or service from you. 

When it happens at Christmas it can seem doubly disappointing for the customer and even earn you a 1-star review. The thing about those is they’re not just for Christmas. Once you get one, you’re stuck with it.

The flip side is that if you go out of your way to create a positive experience for your customers at Christmas, you might just secure lifelong loyalty for your brand. That’s why it’s always worth putting that extra effort into keeping customers happy, and not just at Christmas.

Everyone wants good value for money and for products/services to be delivered on time, more so at this time of year because if something does go wrong, it could mean someone’s Christmas is spoiled.

Getting people back in-store

In a tech-led age where online shopping has become a Goliath and shopping centres ghost towns, we’ve become disconnected from the importance of positive customer experiences.

With that in mind, any brand wishing to create a warm and lasting glow in its customers at Christmas would be wise to pull out some extra stops, and that’s what Currys are doing with their new ‘Beyond Techspectations’ campaign. 

The latest campaign features a group of die-hard online shoppers being invited in-store to remember the benefits of buying their tech in person. Because of the complexity of some appliances, having someone who can talk you through new products and explain the benefits thoroughly is highly beneficial to the customer experience.

Being in-store also allows Currys to upsell related products which benefits both them and the customer. Online shoppers may just buy a TV and consider that the end of it. But it takes a person to say that they actually need a high-speed HDMI cable to go with it, and a wall bracket if they’re wall mounting it.

Positive tech experiences

The in-person approach works for Currys, backed up by their extensive customer support. They offer strong product warranties and finance options, even repairs to certain appliances at your home, whether you purchased from Currys or not. But can brands still make a positive impact through positive online shopping experiences?

One popular trend among fashion brands is the virtual try-on feature. Deployed by brands like Ray-Ban, Nike, and Sephora, online shoppers on ecommerce websites can try products on before purchasing using AR (Augmented Reality) tech. This reduces the possibility of product returns and reduces inefficient stock wastage.

Additionally, Sephora uses hyper-personalisation to be proactive in recommending new products based on your skin type, beauty concerns and favourite products. The experience for each customer is unique and intuitive, delivering emails at the optimum time to buy. Although this approach requires very detailed data gathering, it can make a massive difference to the customer experience. Whether it’s in-store or online, put the profits and margins with the elf on the shelf and put your customers first this Christmas.

How to give customers a better experience

  • Connect with your customers in-person or find a way to create a more personalised digital experience.
  • Provide quality customer service – make it easy for customers to contact you and speak to a real person.
  • Small gestures can go a long way – you don’t need to offer big discounts, offer a freebie or sample as a small gift or even a handwritten thank you note. Something that will deliver beyond expectations.
  • Use tech that benefits the customer, not your margins – AI chatbots are a prime example of implementing tech that has a negative impact on the customer, where as something like print-free returns are something that make every customers life easier.
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