小売業における顧客体験の再構築（2022年）

北米の小売市場には、大きな成長機会があります。COVID-19の流行当初は最も困難な市場の一つであったにもかかわらず、この混乱は、コンタクトセンターの革新において多くの業界が抱えていた競争上の慣性を大幅に減らすなど、多くの明るい兆しを生み出しました。

当レポートは、北米の小売業における顧客体験について調査分析し、成長環境や成長機会についての情報を提供しています。

目次

変化する小売業コンタクトセンターの情勢概要

• 小売カスタマーケア業界の現状（2010年～2022年）
• 小売カスタマーケア業界の予測（2021年～2025年）
• 定義

戦略的必須要件

• 成長がますます困難になっているのはなぜか?
• The Strategic Imperative 8（TM）
• 上位3つの戦略的必須要件が北米の小売市場に与える影響
• 成長機会がGrowth Pipeline Engine（TM）を促進

成長環境

• 小売業コンタクトセンターの成長環境
• 小売業におけるデジタルトランスフォーメーション
• あなたの組織にとって、次の1年間のビジネス目標はどれくらい重要ですか?
• サステナビリティと企業の社会的責任
• ビジネスプロセスの自動化
• デジタルコマースの推進
• 顧客体験の向上
• イノベーションのペースを加速
• デジタルコマース計画
• 顧客体験管理計画
• 顧客を留まらせる
• デジタルデバイドを埋める

企業の使用事例

• 小売ソリューションプロバイダーの例：Talkdesk
• Talkdeskリテールエクスペリエンスクラウド

成長機会ユニバース

• 成長機会1：デジタルデバイドの解消
• 成長機会2：持続可能性とサーキュラーエコノミー
• 成長機会3：ハイパーパーソナライゼーション

次のステップ

Growth Opportunities Reshaping the North American Retail Market

The retail market for customer care offers significant growth opportunities. Despite being one of the most challenged markets at the start of the COVID-19 pandemic, the disruption created many silver linings, such as significantly reducing the competitive inertia many industries had in contact center innovation. Beyond navigating issues such as contactless delivery, or simply sprucing up eCommerce, retail establishments had to innovate or stagnate. In many cases, this meant going out of business.

In late 2020 and throughout 2021, Frost & Sullivan conducted numerous studies on digital transformation across industries and the impact of COVID-19 on businesses and the contact center. "The Changing State of Retail Customer Care: Growth Opportunities Arise in the Dynamic North American Retail Market" was published in December of 2021. Now, Frost & Sullivan offers this follow-on report, which incorporates data from primary and secondary sources.

Digital transformation was a central component of Frost & Sullivan's 2021 "The Changing State of Retail Customer Care" report and remains core in 2022. Digital transformation and AI applications were well underway pre-COVID-19, and they continue to have a deep impact. This trend fits well with consumer predilection for self-service options, researching, and getting feedback on goods and services before they engage with a business-and wanting that information to flow seamlessly as they move from an online experience to an in-person experience. Retail has entered the era of phygital experiences for consumers who move fluidly between online and in-person interactions.

This report details additional examples of retail transformation that include (but are not limited to) the following:

• Adding new customer interaction channels, including short message service (SMS) and social messaging (Facebook, Twitter, LINE, WhatsApp, Instagram)

• Adding AI to maturing channels, such as chat and email

• Adding conversational AI to self-service channels, including bots, IVR, and IVAs

• Enhancing proactive outbound contact with additional capabilities (voice and SMS)

• Extending proactive and interactive customer contact two-way, from the contact center to brick-and-mortar retail establishments

• Integrating knowledge management systems (KMS) to enhance self-service channels and back-up agents when self-service is not enough

• Infusing newer technologies into the retail environment, including smart mirrors and smart shelves in-store as well as interactive mobile apps with conversational AI and knowledge management (KM)

• Adopting advanced analytics for increased personalization and customization, customer sentiment, preference management

The report concludes with a discussion of 3 actionable growth opportunities that industry participants must consider when strategizing ways to deliver a competitive retail customer experience.

Table of Contents

The Changing Retail Contact Center Landscape Summary

• State of the Retail Customer Care Industry: 2010-2022
• Moving Forward: The State of Retail Customer Care 2021-2025
• Moving Forward: The State of Retail Customer Care 2021-2025 (continued)
• Definitions

Strategic Imperatives

• Why Is It Increasingly Difficult to Grow?
• The Strategic Imperative 8™
• The Impact of the Top 3 Strategic Imperatives on the North American Retail Market
• Growth Opportunities Fuel the Growth Pipeline Engine™

Growth Environment

• Retail Contact Center Growth Environment
• Digital Transformation in Retail
• How Important is Each of the Following Business Goals for Your Organization Over the Next Year?: Summary-Top 2 Choices
• Sustainability and Corporate Social Responsibility
• Automating Business Processes
• Promoting Digital Commerce
• Improving Customer Experience
• Accelerating the Pace of Innovation
• Digital Commerce Plans
• Customer Experience Management Plans
• Get Them To Stay And They Will Pay
• Bridging the Digital Divide

Company Use Case

• Retail Solution Provider Example: Talkdesk
• Talkdesk Retail Experience Cloud

Growth Opportunity Universe

• Growth Opportunity 1: Bridging the Digital Divide
• Growth Opportunity 1: Bridging the Digital Divide (continued)
• Growth Opportunity 2: Sustainability and Circular Economy
• Growth Opportunity 2: Sustainability and Circular Economy (continued)
• Growth Opportunity 3: Hyper-personalization
• Growth Opportunity 3: Hyper-personalization (continued)

Next Steps

• Your Next Steps
• Why Frost, Why Now?
• List of Exhibits
• Legal Disclaimer