Does CRM integration turn the POS into a service guide?

According to the study, isolated concepts no longer stand a chance.Does the multichannel hype bring growth for retailers or cannibalization of the channels? Do multichannel strategies generate added value or only additional costs? Do customers reward the networking of channels or does customer loyalty evaporate among multi-optional consumers? The current study "From discontinued model to pearl: Does CRM integration turn the POS into a service leader?" gets to the bottom of the questions about customer needs, challenges and benefits for customers and companies. Catherine B. Crowden (BSI) and Frank Hannich (ZHAW) presented the results.From loyal mono-channel customer to multi-optional channel hopperWhereas loyal regular customers used to buy in stores and disloyal bargain hunters on the Internet, today we talk about hybrid customer behavior: The multi-option consumer informs himself on the Internet, orders on the hotline, picks up the goods in a pickup at the train station or has the package sent to him. According to the study, isolated concepts no longer stand a chance. People do not function in channels. Providers have to come up with a system and exploit the advantages of linking the channels. Stationary retail in particular is being put under pressure by the pure-play, much more efficient online providers. The so-called pure players - first and foremost Amazon - have very sophisticated CRM systems, work in a purely data-driven manner and are highly cost-efficient.How are the classic retailers fighting back? What advantages can they throw into the balance to get customers excited about their offerings? What benefits do retailers derive from cross-channel, and do they outweigh the costs that inevitably arise? And how do you position the channels so that their respective strengths give a boost to the overall system?Formula for successful cross-channel CRMLeading retailers and retail experts were surveyed for the study. Although the various players have made different progress in integrating their channels, a formula for successful channel integration can be established. This is: Uniform data pool + identification at every interaction and at every channel + structure according to function (not channel) + incentive systems for employees + added value for customers + open technology. If these criteria are met, the POS will not degenerate into a shopkeeper in the future. On the contrary, it will develop into a sensory experience channel that literally complements the new channels of social media, web store, contact center, etc. in a meaningful way.Added value of the cross-channel customer experienceAccording to the study, companies are aware that the integration of all channels into a CRM solution is essential for survival. Retailers cite the additional sales generated by networked stores as added value: if the physical and virtual worlds grow together, consumers spend up to ten times as much with the same provider.The question of data collection and use still puzzles the study participants. How does data collection become an experience for customers? How can employees at the POS and in the contact center be motivated to collect data? How do you deal with the volume? And which (international) data protection guidelines must be observed?