Clienteling: customer service beyond sales

The customer is not new. Listen, collect and transcribe customer data. It was the base of local merchants centuries ago. But today, clienteling is no longer only used to sell a product, it also allows and can be especially to provide the richest, most unique, highest-end and longest shopping experience. In this context, the physical retail and the online store are obviously at the service of the most qualitative customer service possible.

What is clienteling ?

Let us summarize in a few words the principle of clienteling. Create links, retrieve and collect customer data to lead to a quality purchase act and offer a simple promise: an incomparable purchase experience. In this special relationship between customer and seller, support is key to achieving a supreme objective: the best possible customer knowledge. Whether in a physical store or online, the sales platform becomes, thanks to the clienteling, an aggregator of emotions, a place of life and experience.

The major challenge, personalization

In this special relationship between customer and seller, support is key to achieving a supreme objective: the best possible customer knowledge. Whether in a physical store or online, the sales platform becomes thanks to the customer an aggregator of emotions, a place of life and experience.

In the most immediate actions of the clienteling, personalization is major. Confiding in a sales advisor is perfect for providing him with personalized information and guiding him on preferences and purchasing habits.

But what will be even more fruitful is the retranscription of this customer knowledge for omnichannel purposes. The sharing of data will allow global and long-term customization via highlights on the online store, newsletters or exchanges on instant messaging. This is called hyperpersonalization.

The future? Go further than the act of purchase

Thanks to clienteling, a brand can and should be able to sell and personalize, but also to build loyalty and branding. Sales consultants as well as customer service members become true brand ambassadors and experts in their field. They embody and advise at the same time as they listen. The same goes for a website that must become a showcase at the same time as a data receiver. Data that, used on different touchpoints, allow to maintain the relationship with the customer well after the act of purchase. The objectives are clear: to live up to your brand image and make your one-day customer a lifelong customer.

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