Time For Something New: Using New Tools To Help Improve Customer Experience


This article is brought to you by Retail Technology Review: Time For Something New: Using New Tools To Help Improve Customer Experience.

By Tina Archibold, freelance writer.

For any business, delivering the best possible customer experience is absolutely essential. It can convince potential customers to make the leap and purchase, retain existing customers and ensure brand loyalty, and create a buzz around the business and guarantee good reviews and positive word of mouth.

In days gone by, the customer experience was limited to their visit to a physical shop and the time spent inside it. Nowadays, however, the customer experience couldn’t be more different. It almost completely carried out online, and businesses must be aware of the different tools available to them to provide the very best customer experience in today’s digital world. Keep reading to find out more.

Make Use Of Analytics

The buyer journey is almost exclusively online these days. One benefit this offers to businesses is that these journeys can be tracked in detail, with the information gleaned from them perfect for adjusting approaches and optimising methods. 

If you are delivering video products to your customers, OTT services like the one from Red Bee Media are perfect for analysing viewer preferences and behaviour. This data is invaluable and can be used to assess and evaluate the success of particular parts of your strategy, giving you the chance to learn how consumers are responding to the experience and whether there are any changes that you need to make moving forward.

Social Media Monitoring

Social media is the modern-day town square. These platforms are where billions of people gather to discuss all manner of things, including popular culture, personal issues, and, of course, products and services. Being able to gain an insight into what is being said about your company on social media is crucial and can help you gauge the public mood and assess how people feel about your business. There are tools available that can scan public forums and social media platforms for mentions of your business and product, collating these into easily accessible reports for you to use in adjusting your customer experience processes.

Customer Feedback

Sometimes, the simplest solution is often the best one. If you want to know what your customers think of the experience of shopping at your business, just ask them!

This can be done in a number of ways. You could send out surveys to customers after they have made a purchase, asking them to rate their experience on a sliding scale. This can give you an immediate insight into how customers feel about your company and the experience it offers, allowing you to make changes should the results be less than positive.

You can also integrate a suggestion box into your online platform. This can allow customers to share their thoughts and feelings with you directly as they are taking part in the customer experience. This can be incredibly vital; their immediate feelings will be far more representative of how they truly feel about your online platform.


Recent developments in machine learning and artificial intelligence (AI) technology have proved revolutionary for businesses who are looking to analyse and optimise their strategies. You can input specific metrics and figures that you want the AI to track, it will then alert you when these metrics should fall below the specified standard. This can be key to learning where your business may be falling short and allowing you to take steps to improve the customer experience.


The customer experience is absolutely crucial. Not only can it work to encourage or discourage a customer to buy when they are using your platform, but it can also create a lasting impression that will convince a customer to return in the future or recommend your product to others.

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