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Future of Retail — In-Store Technology
issue 06
service and today is arguably more relevant than face-to-face communication with a brand in-store. However as 2020 comes into view, we are once again evolving our use of technology to seek the smoothest and most effective way in which to meet the needs of the customer while continuing to try and keep a tight rein on operational costs to serve. Automation and, more recently, AI have
become the rock star darlings of the CX set. Like all technology based solutions, advocates have quickly become experts by adding several words to their technical lexicon and peppering their emails, voicemails and presentations with phrases like ‘cognitive load, digital labour and
virtual assistant’. Interestingly the technology providers themselves are more cautious and continue to speak in terms of ‘significant investment’ and ‘long term ROI’. This will be music to the ears of anyone who lived and worked through the great CRM era of 1998 to 2005 when ‘experts’ foresaw the impending doom of every commercial and public organisation who failed to implement a multi- million pound system with an attendant day rate of £120 per hour to (cough) switch it on! Of course, in reality, sensible investment in
a properly scoped CRM platform was a good thing and the forerunner to helping brands to achieve a single customer view. Very much the
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