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Industry News

Published on February 6th, 2019 | by The GC Team


UK retailers recognise the importance of digital technology to their customer service

According to a global study commissioned by Fujitsu, “UK retailers see digital technology as essential to customer service and long-term success.”

The majority of UK retail leaders (79%) believe that putting customers first will determine their long-term success, while a similar amount (84%) cite ‘trust’ as an important factor for maintaining strong customer relationships. 66% of retailers also believe that customers expect their business to be more innovative in the way they provide their services and products, and over half  are looking to AI to help them address this desire for innovation. In general, technology is seen as a way to improve customer service by two thirds of retail leaders.  

Adrian West, Director, Commercial Sector at Fujitsu UK & Ireland, said: “British retailers are working in an unpredictable and competitive market, and with customers increasingly inclined to not trust businesses, they need to meet consumers on their own terms and find new ways to delight them and to earn their confidence. Ascendant technologies like AI and the Internet of Things offer a way forward – whether that’s playing a role behind the scenes by, for example, making delivery more responsive or taking a more front-line role.

“Retailers thrive when they provide a good service with a human touch. Automation is one example of a way retailers can use technology to not only make their operations more efficient but also to boost the softer side of customer service. By automating process-orientated and repetitive tasks, it can leave space for retailers to dedicate people to work that sets them apart – for example, taking the time to talk to customers and truly understand their needs, and therefore delivering on their needs and building trust. At a time when UK retailers can’t always rely on people taking to the high streets, it’s vital for them to ensure that they are providing customers with a delightful experience that fulfils expectations, backed by the seamlessness of beneficial technology deployments and the human touch of skilled people.”



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