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Omnichannel applied to the supply chain

Consumer experience has a direct impact on business profitability because it takes into account customer satisfaction linked to the sales process. The idea is: the happier they are, the easier it will be to close the deal.But to achieve positive results, it is necessary to devise strategies that serve increasingly demanding consumers and provide a consumer experience that goes beyond ordinary service.However, creating this experience is a challenge for many organizations, as it involves multiple steps, people, and sectors.In this post, you will understand why it is essential to value consumer experience, how it has become a strategic tool to leverage business and why you should use this concept to your advantage.<h2>What is consumer experience? </h2>Consumer experience is the set of perceptions and experiences that a person has when interacting with a brand. In this context, the customer's path with the company may be more subjective, where feelings and emotions interfere in the journey.Therefore, to understand this concept, think about your own experiences: imagine that you need to buy laundry detergent and you prefer brand “X”. When you arrive at the supermarket, you only find the “Y” brand, in addition to being informed that the product will be out of stock for a few months.How do you feel about this situation? Probably frustrated, right? You will need to go to another store or consume another brand, experiencing a disruption in the relationship with your preferred brand and harming your experience as a consumer.When we avoid these out-of-stocks and provide a pleasant experience, the customer feels satisfied and engaged with the brand, which increases business profitability.<h2>Behavioral changes in the consumer experience </h2>The consumer experience involves all stages of the customer journey, from brand recognition, interactions for purchase and closing the sale, in addition to a potential service or after-sales support, for example.For the company, consumer experience is nothing more than the image that the brand transmits to customers during the sales process. Changes in consumer behavior directly influence this experience, as the customer takes on a leading role in the process.In this sense, what is needed to achieve consumer satisfaction, as they have become increasingly demanding, hyper-connected and wanting immediate solutions?The first thing to consider is focusing on processes that react quickly to consumer needs and demands, to keep up with all changes, in addition to making good use of technologies and systems that help the customer on this journey.<h2>Customer experience across all production links</h2>Consumer experience is often a motivating or deciding factor for closing a sale. That's why using the right data and technologies in your strategy boosts your business results.Returning to the example mentioned above, in the case of the missing item, a technological solution could be implemented to assist in supply chain management. Thus, all activities of purchase and sale of inputs or products would work in an integrated way, avoiding inventory and product shortage for the end consumer.Having a system to organize the supply chain operation reduces errors and increases customer satisfaction.However, in order to organize the processes, supply chain management must be based on data and favor the integration of all stages of the product journey, which includes activities from the acquisition of raw materials to the sale to the end consumer.The methodology forces the company to fully monitor all stages of the supply chain as well as creates balance among the links in the chain, such as manufacturer, retailer, distributors, and end consumers.Learn more about the Supply Chain stages<ul><li>Planning: In this stage, essential operations within the supply chain are analyzed and organized, such as: demand forecast; product pricing and inventory management.</li><li>Purchasing: The second stage within the supply chain concerns the purchase of raw materials for the production of goods. Before the acquisition itself, the manager must establish which means will be used for the acquisitions.</li><li>Production: In this stage, activities related to the manufacture of goods are conducted, such as: infrastructure management; production management; item design.</li><li>Distribution: This is the stage that takes care of the delivery of the goods to the end consumer — and is one of the stages that most impact user experience.</li></ul><h2>Technology and consumer experience </h2>You can imagine that as supply chain management depends on many people and stages to work properly, it is an area that can generate a series of errors, creating problems for the consumer experience.To stand out, an organization must maintain better performance than its competitors. One of the ways is to use data and technology to improve and automate processes and guide more assertive strategies.In supply chain management, for example, the use of software contributes to the exchange of information between links in the chain (manufacturer, retailers, distributors and end consumers), as well as helping to reduce operating costs.The data must be supplied to other sectors in the company. In the customer relationship area, for example, data aligns strategies across different channels. This will result in communication following the omnichannel concept, which greatly improves the user experience.<h2>Omnichannel enhances customer experience </h2>Omnichannel is a concept that seeks to integrate different communication and sales channels, whether online or offline, making the customer's shopping journey easier. In this strategy, all channels have the same approach and "speak the same language".It is important to keep in mind that multichannel communication takes place regardless of whether the customer contact occurred at the physical store, through the app or website. Another important item in the omnichannel concept is that all communication fronts must be connected to work in convergence.Thus, the experience makes it possible to customize the service to the needs of each consumer profile, and it also favors another feature that people really value nowadays: agility.

Understand why it is so important to invest in an experience that goes beyond ordinary service to reach increasingly demanding customers.

Consumer Experience: why has it become so important?

Consumer Experience: why has it become so important?

Understand why it is so important to invest in an experience that goes beyond ordinary service to reach increasingly demanding customers.

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