How data, empathy and transparency impact retail service?

Technology has made customers to be more informed and demanding. This new buying behavior profile requires companies to change. Now, they need to provide resources in order to give a more satisfactory and loyalty-focused customer experience.

Currently, when thinking about the customer experience, there are several criteria that must be fulfilled to make the customers fall in love with your brand. The processes range from the customer attention service until the post-sales and the relationship maintenance. Although it seems complex, common sense along with market knowledge contributes for good results. Learn more about it below.

Customer experience on retail customer service

To enable a rich and differentiated customer experience, it is possible to use three concepts. By considering them, you will improve your customer service and loyalty leaving no room for competitors to steal your customers. So, learn more about the topics below to guide the customers’ path-to-purchase.

Data Intelligence

The first aspect for considering is the usage of data intelligence in your business. Customers produce a wealth of information which is useful for sales, relationship, and service strategies. When we properly collect and process this data, an enormous range of possibilities opens up.

A simple example is that by browsing your company’s website, the user provides you information related to the products he is interested in. In addition, you can know what content is more relevant for him, the browsing time, his preferred times, among others.

So, by processing this data, you can create more personalized experiences. As a consequence, you will serve your customer in a fuller and more effective way.


Empathy is another essential aspect of customer service in retail market. It basically means “putting yourself in the other’s shoes.” So, if a customer missed the payment deadline, it is not good to charge it roughly. The most appropriate posture would be to show interest in the problem, to ask if he needs another copy of it or an installment for its payment.

This empathy method can be used in all customer service situations, which will make him closer to the brand in these opportunities instead of driving him away, besides providing a more positive customer experience. Phrases like “I understand you” and “I know how you feel about it”, for example, meet this demand of making the customer feeling important to the company.

This feeling is fundamental for creating a bond with the brand, what improves the relationship. With this, surely, he will start valuing your company more and maybe even become a defender of your brand.


Transparency and honesty with the consumer are essential for a positive customer experience. For example, if the customer contacts you to report a problem and you do not know how to solve it at that time, it is better telling the truth instead of trying to lie and fix the situation in another way.

It is okay to say that the company does not know how to solve the problem, but will seek a solution in the responsible department and will contact the customer again. This sincerity makes the client understand that there is indeed a challenge and an effort for helping him. In such cases, it is important to always answer the customer in a short period of time.

Of course, this feature should be used in exceptional situations and not for day to day demands. But it’s important to know that you can count on it. Another important issue is to take account of one’s mistakes. If the delivery of a product is delayed, you must apologize, explain the problem and please the customer with something else. It is worth giving, for example, a discount coupon on his/her next purchase.

Read also: How to have the customer falling in love for your brand?

How to provide this customer experience?

Little details make all the difference when talking about customer service. However, joining data, empathy and transparency, the chances of success are significantly greater. In order to provide this customer experience, there are two important pillars:


Training employees is the first key point. They are the ones who will deliver this experience to the customer. So, if your staff is confused or dissatisfied with the brand’s posture, they will hardly be any effective at this stage. Therefore, think about the empathy and transparency with the company’s employees first.


Technology is another fundamental pillar. The data, for example, can only be collected and analyzed if you rely on a robust data intelligence tool. With a strategic platform available in the brand’s different channels, it is possible to provide an omnichannel experience, unifying customer service.

OlosChannel, Olos’s omnichannel platform, can help your business in this challenge by providing different service and relationship functions and using data intelligence to customize the customer experience. By using it, you get a more complete and effective result for getting the loyalty of retail customers.

The platform also allows mapping the customer’s journey, storing interaction data between company and customers, and having a more fluid and integrated communication. In addition, it has features to monitor all channels. Want to know more? Contact us now!

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