When Technology Meets Empathy: The Key to Fixing Broken Customer Journeys
Muliadi Jeo
Omnichannel Evangelist, eCommerce Consultant
Sometimes, the best way to emphasize the importance of customer experience in retail is through a personal story. Here’s my experience from a recent trip to Singapore that perfectly illustrates why understanding customer needs—and acting on them—is critical for business success.
I was on the hunt for a Microsoft Surface Go laptop during my trip to Singapore last week. This particular model had just been released a couple of weeks prior, so I anticipated it might be hard to find. My journey began at Shop #1 (a major electronics retailer) located at Bugis Junction.
Disappointment at Shop #1
Upon arriving at Shop #1, I asked about the laptop I wanted. Unfortunately, the unit wasn’t available at that branch. The salesperson checked their system and confirmed that the item was supposedly in stock at their Somerset branch. He then called to confirm, and I waited for over 20 minutes. The result? No stock at the Somerset branch either.
Disappointed, I asked if they could check other branches near my accommodation in Novena. The salesperson, visibly reluctant, checked the system again and told me the item might be available at a branch about 45 minutes away. When I asked if they could have the item shipped to the Bugis or Somerset store for pickup the next day, the answer was a flat “no.” Frustrated by the lack of flexibility, I left the store empty-handed.
That same day, I managed to find the laptop at Shop #2 (another electronics retailer) in Orchard. The contrast in customer experience was stark. Shop #1 lost a sale—and possibly me as a long-term customer.
Lessons to Learn from a Broken Customer Journey
Let’s unpack this experience. Shop #1 clearly invested in a system that allows staff to check inventory across branches, which is great in theory. However, the execution fell short:
System Limitations: While the system showed inventory levels, it wasn’t entirely accurate. This is understandable, but it adds friction to the customer journey.
Lack of Omnichannel Solutions: Despite having an online store, Shop #1 didn’t integrate it into the in-store experience. Why couldn’t they offer to complete the transaction online and deliver the laptop to my location the next day? In a compact city like Singapore, next-day delivery should be a given.
Rigid Procedures: The refusal to ship the product to a more convenient location or directly to me suggested unnecessary complexities in their operations. These hurdles created a frustrating experience for the customer—me.
What Could Have Been Done Differently
Technology alone doesn’t solve everything—especially if a customer-first mindset isn’t in place. While Shop #1 had the tools to check inventory across locations, their failure to prioritize the customer’s convenience exposed a deeper issue: rigid adherence to internal bureaucracy and standard operating procedures (SOPs) over empathy for customer needs.
Imagine if Shop #1 had combined their omnichannel technology with a genuine effort to understand and accommodate my situation. With empathy and a focus on convenience, they could have easily arranged to ship the laptop to a more accessible store or directly to me. Instead of telling me, “It’s not possible,” they could have said, “Let me find the best way to make this happen for you.”
This doesn’t require revolutionary new systems; it requires a cultural shift toward prioritizing customer convenience over inflexible processes. By blending technology with empathy and practical problem-solving, Shop #1 could have turned a frustrating experience into a memorable one—securing a sale and potentially earning a loyal customer in the process.
Reflecting on Missed Opportunities
How many sales opportunities slip away due to broken customer journeys? How many potential customers walk out of stores, never to return? Omnichannel isn’t just a buzzword—it’s a necessity in today’s retail landscape.
I’d love to hear your thoughts. Have you had similar experiences? How do you think retailers can better serve their customers?
#Omnichannel #Retail #CustomerJourney
