Putting Customer Experience Back on the Map

WRITTEN BY: AL HARNISCH, VP OF BUSINESS DEVELOPMENT, RADAR

Some of our most used and most loved apps are underpinned by location data. The pandemic amplified its role tenfold as the divide between the physical and digital worlds became more pronounced. Now, consumers and businesses are beginning to rely on and expect location technology in everything from curbside pickup to logistics management.

This is not a fleeting trend. As we look towards 2022—and the post-pandemic future more broadly—these hybrid experiences that emerged over the last eighteen months are here to stay. Consumer expectations are at an all-time high, and businesses can stay ahead of the curve by implementing features like self-serve options, drive-thru, loyalty programs, click-and-collect and more.

The applications for location data are numerous, and each one can have a powerful impact on consumer experience. This can help brands stand out and rise to the top, especially for those with strong competition. The key is thinking differently about location data in this new era of service. Here are three pillars to emphasize in the new year:

Optionality:

The pandemic sparked the need for new channels of customer engagement, such as curbside pickup for fast-casual restaurants. Even as the pandemic subsides, customers have grown accustomed to this increase in choice. They want to decide how to engage with brands, and they may even begin preferring new avenues to traditional ones. Businesses should meet customers where they are and offer options at every step of their journey, all of which can be brought together under the umbrella of a native app.

Loyalty:

Consumers are constantly evaluating and re-evaluating their brand decisions, prioritizing those that are most relevant to them, and were conditioned to expect rewards based on spend. By offering loyalty programs that account for customer preferences, businesses can enable more seamless payment options and personalized offers. These can be the difference between keeping customers and losing them to competitors.

Value:

As consumers start re-engaging with brands in the physical world, businesses have an opportunity to enhance on-premise experiences with mobile applications. From contextual messaging to special offers, brands can leverage the inputs of the real world to give their customers a reason to open their apps in the store and continue building up digital engagement.

Here at Radar, we’ve been laser-focused on helping brands implement these location-enabled applications to meet the needs of the modern consumer. We’re also collaborating with leading partners like Bottle Rocket to offer multiple tools to help businesses create the next generation of customer experience. By investing in a stack of best-in-breed technologies that combine that work together in a cohesive framework, brands have the best chance of excelling in 2022 and beyond.