intelligent

First , it ’ s clear that the growth of e-commerce in recent years has led many brands and companies to pivot to digital channels and reduce their physical presence on the high street . As multinational companies continue to close physical branches and stores , there might be a tendency for smaller companies to assume that the brick and mortar model is no longer viable . However , customers still value physical shopping and the ways it cannot be replicated when shopping online . Whether it is the ability to try on clothes , see and touch items or speak face to face with an expert , the physical customer experience offers unique and important touchpoints that brands simply cannot offer online .

This year , we have seen tremendous growth in brands adopting a ‘ phygital ’ customer experience , combining digital and physical customer shopping journeys . It might be one where customers order online and collect in-store or a physical showroom where customers can test out products before ordering them online later .

For smaller companies that cannot compete with the likes of Amazon , adopting a ‘ phygital ’ customer experience can be a great way of

HAVING EFFECTIVE SELF-SERVICE SUPPORT ALSO FREES UP RESOURCES FOR THE DEDICATED CUSTOMER SUPPORT TEAM TO CATER TO MORE COMPLEX QUERIES AND REQUESTS FROM CUSTOMERS .

meeting customer needs and providing them with a choice .

A second point of focus is Artificial Intelligence . It might seem that AI-powered chatbots are the only ways to improve customer service , judging by how many companies have adopted them . However , for SMEs , investing in AI-powered chatbots might seem a step too far when there are more cost-effective ways of providing support to customers . Customers are clear in their desire to see more self-service alternatives when it comes to digital customer support . Providing clear and effective FAQs , knowledge bases and webinars are a great way for SMEs to meet these needs . Having effective self-service support also frees up resources for the dedicated customer support team to cater to more complex queries and requests from customers .

Finally , SMEs need to focus on creating more immersive , interactive and entertaining shopping experiences to stand out in an increasingly crowded digital space . For smaller brands , sales staff have traditionally been their key asset . SMEs can take full advantage of interactive shopping platforms such as TikTok to bring their sales staff in the digital space . The talent and expertise of sales staff in your showroom can now be brought to digital channels , engaging with more potential customers than ever before .

CUSTOMERS STILL VALUE PHYSICAL SHOPPING AND THE WAYS IT CANNOT BE REPLICATED WHEN SHOPPING ONLINE .