The CCA Voice - Fall/Winter 2015 - (Page 31)

tHeMe: coNNectiNG WitH tHe cUstoMer connecting with the customer Through PoS/retail Management Systems By: cary alon, VP of Sales & Business Development, B2B Soft o ur mobile devices provide experiences that are at once universal and also completely unique. For carriers and their dealers, providing individualized experiences for customers that transcend the basic store sales experience and delivering superior service that is perfectly targeted and relevant to customer needs ensures sales and engenders loyalty. Just as consumer preferences for device use varies, so do customer preferences for interacting with retailers and brands, whether it's online through a website/portal, via social media, in the store, or - most importantly - a combination of them all. What is significant is that consumers are engaging and connecting in each channel through their mobile devices more than ever before. In the omni-channel age, retailers require a completely integrated system that unites all offerings across all channels into one that customers and sales associates can access any time from anywhere. To meet consumer expectation, wireless retailers have to connect relevantly on their customers' terms - whatever the hour or location. To do this, carriers need look no further than their point of sale (POS). The retail management system has evolved into a seamless system that unites every aspect of wireless retail and all channels, acting as an avenue to multiple touch points for meaningful connection with customers. Just as the POS provides a 360-degree view into each store, district, and region's business - whether it's data on sales, commissions, inventory, or staffing - it can also be effectively used to create a 360-degree view of customer habits and preferences. When you truly know your customer, and they you, you have a connection that goes deeper than just the deal at hand. A well-integrated POS enables complete understanding of the customer, from their devices to their plans, activations, usage patterns, services, add-ons, and more. Immediate access to all of a customer's data as well as product information, deals, special offers, and the like at your fingertips is necessary for establishing trust and fostering connection. Armed with that knowledge, retailers can offer products and services that are truly personalized and much needed. With mobile marketing, customer data from any channel can be used to effectively generate and deliver personalized promotions, coupons, rewards, and special deals of When you truly know your customer, and they you, you have a connection that goes deeper than just the deal at hand. The the highest relevance directly to the customer's phone. With POS at the core of omni-channel retailing, in-store associates can resume and complete conversations, queries, and sales that were initiated online without missing a beat. Consumers want and expect consistency across all channels as a starting point for connection. The in-store experience, when delivered personally and exceptionally, is where the connection deepens, and mobile devices in conjunction with the POS play a critical role. Retailers using mobile POS can swiftly access all pertinent customer, product, or inventory data as well as the promotions and offers that are relevant or were delivered to the customer. Sales associates must be connected and well informed. Mobile POS allows them to be knowledgeable and connect with the customer on a highly personal level. If that trust and connection is not established, customers will leave rather than purchase. Data from mobile interactions, in the store and out, can help managers refine which products, promotions, displays, and sales techniques are most effective for drawing in and connecting with customers as well as selling and up-selling. Mobile interaction offers unprecedented convenience for consumers, which again builds trust and loyalty. It has liberated both retailers and customers from the long lineups created by stationary sales terminals and payment systems. Transactions initiated and processed from anywhere via mobile devices have Voice * * Fall/Winter 2015 31

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2015

Board of Directors/Staff
Chairman’s Letter by Jonathan Foxman
A Message from the President & CEO by Steven K. Berry
CCA’s 2015 Excellence in Marketing Award Winners
Number Portability in a Mobile World
Mobile Broadband Brings Life-Changing Health Care Benefits to Consumers
WiFi: Keeping Consumers Connected to the Network, to Each Other, and to Your Brand
Spreading the Reach and Range of LTE
It’s a Mobile Life
Regional Carrier Cellular One Competes with the National Players by Taking a Customer-Centric Approach
5G – The Quest for a Wireless Utopia
Connectivity Leads to Smarter Water Management
Connecting with the Customer through POS/Retail Management Systems
Connecting the Mobile Customer through Innovative Roaming Hub Solutions
Building IoT for the Agile Operator
Wireless Hitting a Home Run at the Ballpark
A New Wave in Wireless: Innovative Strategies to Connect the Last Mile
Using LTE Small Cells to Improve the User Experience
What’s Trending in Customer Communications?
Nurturing Customer Connections in a Mobile World
How Multiple Phone Line Management Services Improve the Customer Experience
How Do Small Cells Fit into Wireless Networks?
Connecting with Customers Outside the Cloud
Whether Mobile or Fixed, Emerging or Established Markets, the Holy Grail of Innovation is Service Personalization
New LTE Service Delivery Approach for Rural Carriers
Index of Advertisers
Congressional Spotlight: Congressman Mike Doyle (D-PA-14)

The CCA Voice - Fall/Winter 2015