In the past few months, I’ve attended sessions where industry experts shared key insights on the future of customer experience. Consumers’ expectations are changing, and how brands choose to interact with them in the future is imperative to success. Retailers stand to differentiate themselves by adopting service models and technologies that help define a memorable experience with a brand. Vars who sell solutions that help retailers solve problems vs. pushing hardware/software will set themselves apart from the completion. Here are my key takeaways from these events:

• It’s important for VARS to sell their overall experience, not their commodities. This will help you differentiate yourself from competitors. Resellers need to service map their processes. Look at any processes that you want to make better. Adopt a customer centric approach and service-map every process through the lens of your customers.
  

  RSPA’s RetailNOW 2014

• Remove jargon and technical verbiage from your presentations and marketing collateral. The content you provide will either enhance or detract from your brand. What you intend to say doesn’t matter-its how its perceived by your customers that matters. As business owners, the longer we do what we do, we start to think our customers know what we know. Never assume the customer understands your industry lingo. Vars need to wear two hats: one from the head of your customer and one from the solution seller.

• Stop putting Band-Aids on your product offerings. Tons of time, money, and heart is often poured into the launch of a new product or a new solution. Do it right the 1^st time before offering it to a consumer to avoid installations issues down the road.

• Good behaviors and service should become part of the fabric of your organization. Create moments of WOW. People will remember you for the service that goes beyond their expectations. Go above and beyond and your customers will quickly understand the value you provide. What are the behaviors that are helping your customers’ expectations and creating the best customer experience?

• Provide advice, partnership, availability, and accuracy. As a business owner, your customers need to feel like you truly care about your business. The highest service that you can provide is advice. When you teach them something they didn’t know, it will help create a bigger impact. Save them money and help them make better business decisions.