This review is based on the webinar Consumer-Retailer Confessions: What Consumers Really Want and Expect delivered by Greg Zakowicz, Senior Commerce Marketing Analyst with Oracle + Bronto, Durham, North Carolina, USA.
The webinar is based on the results of a survey of retailers and consumers commissioned by Oracle + Bronto. It explores the divide between customer expectations and the strategies of retailers in Australia and offers strategic recommendations to enable retailers meet customer expectations. The webinar further discusses what consumers expect retailers to do with the data they collect from them. In addition, it explores the consumer generational differences and similarities and offers strategic email recommendations for giving customers what they want.
Potential Audience
Potential audience for this webinar are retailers and consumers in the Australian market. The webinar could also be of interest to retailers and consumers in other markets who may use the results of this study for further studies in their own localities with a view to improving customer service.
Overall Quality and Value of Webinar
The webinar presents customer expectations and corresponding retailer views and highlights gaps between what customers want and what the retailers think the customers want.
The webinar also presents common mistakes retailers make like displaying unrelated search results, recommending unrelated and irrelevant items. It then presents recommendations on how to avoid these issues to improve customer satisfaction and retention.
The webinar shows how customer behaviour can be changed by offering them facilities that improve customer service. For instance, a good number of customers did not want their data captured by retailers. However, by offering to use such data to make product recommendations, their posture changed.
This webinar should be of tremendously value to retailers operating in the Australian market as it points out areas that they are required to refocus their efforts to facilitate the actualization of customer expectations. It would also be useful for retailers in other countries as it provides a starting point on which to interrogate user expectations and conduct their own surveys.
Suggested Improvements
Given the conflicting definitions of Millennials, Generation X and Baby Boomers, it would have been useful if the presenter’s definition was offered in the webinar to remove any confusion with the use of these classifications.
A review of some of the bar charts like the that of “Using Consumer Data” (the second chart presented in the webinar), indicates that the answers were not mutually exclusive thereby leading to some confusion in the interpretation of the affected charts. Notes should have been included to indicate this. On the same chart, the data series for “I don’t want brands to collect info about me” should be moved to another graph as it does not quite align with the question for this chart. Again, on the same chart, the data series for “None of the above” should either be moved to just above the x-axis or renamed to “None of the below”.
The slide on “Consumer In-Store Mobile Usage” requires an explanation as to what the entries under the different generations mean.
In presenting the results of the survey, some questions expect answers such as Yes, No, Don’t Know, Don’t Care while other areas use Strongly Agree, Disagree, Neither agree nor disagree, Agree and Strongly Agree. A uniform classification would have made comparison of the different areas easier.
Limitations
The webinar is based on a study in Australia and therefore the results are specific to Australia only. Consequently, these findings may therefore not apply to other geographies.
The webinar is based on the results of a survey of retailers and consumers commissioned by Oracle + Bronto. It explores the divide between customer expectations and the strategies of retailers in Australia and offers strategic recommendations to enable retailers meet customer expectations. The webinar further discusses what consumers expect retailers to do with the data they collect from them. In addition, it explores the consumer generational differences and similarities and offers strategic email recommendations for giving customers what they want.
Potential Audience
Potential audience for this webinar are retailers and consumers in the Australian market. The webinar could also be of interest to retailers and consumers in other markets who may use the results of this study for further studies in their own localities with a view to improving customer service.
Overall Quality and Value of Webinar
The webinar presents customer expectations and corresponding retailer views and highlights gaps between what customers want and what the retailers think the customers want.
The webinar also presents common mistakes retailers make like displaying unrelated search results, recommending unrelated and irrelevant items. It then presents recommendations on how to avoid these issues to improve customer satisfaction and retention.
The webinar shows how customer behaviour can be changed by offering them facilities that improve customer service. For instance, a good number of customers did not want their data captured by retailers. However, by offering to use such data to make product recommendations, their posture changed.
This webinar should be of tremendously value to retailers operating in the Australian market as it points out areas that they are required to refocus their efforts to facilitate the actualization of customer expectations. It would also be useful for retailers in other countries as it provides a starting point on which to interrogate user expectations and conduct their own surveys.
Suggested Improvements
Given the conflicting definitions of Millennials, Generation X and Baby Boomers, it would have been useful if the presenter’s definition was offered in the webinar to remove any confusion with the use of these classifications.
A review of some of the bar charts like the that of “Using Consumer Data” (the second chart presented in the webinar), indicates that the answers were not mutually exclusive thereby leading to some confusion in the interpretation of the affected charts. Notes should have been included to indicate this. On the same chart, the data series for “I don’t want brands to collect info about me” should be moved to another graph as it does not quite align with the question for this chart. Again, on the same chart, the data series for “None of the above” should either be moved to just above the x-axis or renamed to “None of the below”.
The slide on “Consumer In-Store Mobile Usage” requires an explanation as to what the entries under the different generations mean.
In presenting the results of the survey, some questions expect answers such as Yes, No, Don’t Know, Don’t Care while other areas use Strongly Agree, Disagree, Neither agree nor disagree, Agree and Strongly Agree. A uniform classification would have made comparison of the different areas easier.
Limitations
The webinar is based on a study in Australia and therefore the results are specific to Australia only. Consequently, these findings may therefore not apply to other geographies.
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