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Customer Experience CX Consulting Services

The use of technology has drastically changed the way customers behave nowadays. This phenomenon has made businesses adapt to those changes and alter their business models as well. Going digital is not just an add-on but it has become extremely important for businesses to survive. In an era where from buying groceries to purchasing an apartment has become digital, digital customer experience or Digital CX has come to the fore which is different from customer experience on traditional channels. Digital CX is the overall experience customers get while interacting digitally with a company and what he takes away with him after the interaction is complete.

Although digital customer experience is a subset of customer experience, it focuses on both front-end digital services like a website or an application and digitization of back-end processes and their optimization to enhance the overall customer experience. A staggering 93% of companies consider intelligent technologies as necessary to reach their digital transformation goals. Such demand for digital CX has also emphasised the role of CX consultants or the digital customer experience consulting firms.

This page tries to enumerate the main challenges associated with online grocery business. This write-up can also serve as a guide to the wannabe entrepreneur who wants to know – how to start a grocery business online?

Customer Experience Mapping

In customer experience mapping, the entire journey a customer undertakes while interacting with a business enterprise via multiple touchpoints is laid down. Such mapping makes it easier for businesses to understand this journey from the customers’ perspective and can also reveal key insights to enhance the customer experience. Also, the pain points of the customers can be quickly identified and better understood.

The process may seem a little overwhelming as it makes you consider all the touchpoints customers are using to interact with your company and analyse the path customers take while making a purchase. These steps involve using a lot of existing data to analyse customer behaviour across all the channels and touchpoints and then finding out what parameters are important for customers so that you can work on those points and make the experience better. Customer experience consulting companies or customer experience consultants (CX consultants) having expertise in this area can help your business with this mapping.

Customer touchpoints are your firm’s point of contact for customers. For example, customers may click an ad for your business on Facebook or any other social media platform, visit your website to find out more about you, call your customer care number if they have any query or even interact with the chatbot you have placed on your website. You must identify all such touchpoints wherein your customers come in contact with your brand and company.

Here is a possible list of touchpoints that you might find useful but you must understand this list is not exhaustive and needs to be modified for different business models.

1. Social media
2. Ratings and reviews on eCommerce websites
3. Advertisement hoardings, digital advertising, print advertising, promotional campaigns
4. Website/Store
5. Sales team and customer support systems
6. POS and billing
7. Email communications
8. Word of mouth

  • Digital Touchpoints:

Digital touchpoints are the online or mobile interactions of your customers with your company.

As most of the people these days are on the internet and brands too are using the internet as a medium to reach out to their customers using digital marketing, digital touchpoints become extremely important in today’s world. Right from a search on Google to making a tweet regarding purchase experiences, each of these touchpoints carries an impact on customer experience as they are interacting with your business. A missing web page or an improper CTA (Click-To-Action) will increase the bounce rate of customers on your website. Adapting to modern technologies and using them to make the journey seamless will keep you ahead of your competitors. Let’s look at some of the latest trends and technologies helping brands to enhance the customer experience using digital touchpoints as suggested by many customer experience consultants.

(i.) Chatbots : Chatbots have been in the industry for some time now and just like any other technology, they too are evolving. These chatbots are equipped to handle basic customer service functions and touchpoints. These chatbots are easy to deploy and provide instant support to customers via messages, voice, SMS, etc. With artificial intelligence and machine learning, chatbots are getting smarter by the day.

(ii.) Big Data Analytics : Better insights on customers’ tastes and preferences and customer behaviour on varied parameters provide companies with a better understanding of what customers might be interested in. This also helps in customization and personalization which have a far direct correlation with enhancing customer experience. Better promotional strategies can be devised.

With a huge amount of digital data being generated every day, big data analytics helps brands find meaningful insights on customers’ tastes and preferences and customer behaviour to come up with better solutions to enhance the customer experience.

(iii.) Internet of Things (IoT) : IoT, next big thing or not, but is surely exciting for customers. Let us pick up cars. With IoT, a user can operate functions of a car remotely. Say, adjust the inside temperature of a car a few minutes before its driver gets in. Cars will be able to book their due service appointments. This is unprecedented at so many levels. Human intervention will be significantly reduced. There will be more of human-authorized device to device communication. IoT is on its way to give customer experience a leap like never before. The IoT-based interaction between a brand and it constitutes a digital touchpoint and hence, can be used to enhance the customer experience.

  • Physical Touchpoints :

Although your digital touchpoints are an essential part of customer experience mapping, it in no way undermines the relevance of the conventional physical touchpoints. A physical touchpoint is any point where a customer interacts with your company at a physical level. It could be the form of product delivery or interaction with a customer care representative over the phone or with a store assistant during a store visit, store display merchandising, etc.

Even in physical stores, a good experience makes customers spend more time in the store increasing the chances of revisits, more purchases, and better word-of-mouth promotion. Experience with physical touchpoints registers a stronger impact than digital experience. Take for instance an online delivery order. No matter how attractive the delivery promise was in the eCommerce website, if the actual physical delivery does not take place as promised, it will negate everything done so far for enriched customer experience.

The physical touchpoints are the places where the intended customer experience sees the light of the day. This is where things happen at the material level. For example, if the customer service desk is not managed properly it may become a source of disappointment for your customers. There have been media reports on unfortunate instances where customers were delivered packaged bricks and soaps instead of mobile phones reflecting lack of checks and procedures on the part of such eCommerce companies.

With an increased focus on digital touchpoints, the gap between digital and physical has increased a lot and brands need to fill this gap so that the more impactful source of experience is not left unaddressed.

User Experience Mapping

Whereas customer experience (CX) is a broad reference to customers’ overall experience with a brand, user experience (UX) is more specific and confined to individual aspects like products/services, website or store visit, campaigns, customer support, software application, tools, etc. Thus, UX is a subset of CX.

For example, a customer finding it easy to use an eCommerce website in terms of finding a product, refine a search using various filters like brands, availability, pricing, etc., being able to read and post reviews and queries, being able to easily register and place the order, tracking orders, etc. constitutes a good UX. For an eCommerce company, such UX forms a part of the overall experience a customer gets (CX) while interacting with the eCommerce brand. There could be other UX parameters like delivery standards, returns and replacements, customer support, product expectations and reality etc.

Through UX journey mapping, we try to better understand the – their perceptions, their experiences, their journey so that we could come up with better user-oriented solutions for better user experience.

There are four widely-popular UX mapping techniques.

1) Empathy mapping :

Empathy mapping is done to better understand the user perception for different types of users. For each type of user, there will be a unique empathy map. Empathy mapping revolves around the feelings and responses of a user (type) right from realizing a need/solution to a problem to its fulfilment/resolution. The advertisements of many insurance companies often spark the general apprehensive tendencies of human beings. Even when a customer may not feel the need to buy a bigger insurance policy, an advertisement can trigger the empathetic need for the same.

2) Journey mapping :

Journey mapping seeks to define and understand a user’s journey with a product/service in chronological order. Because here we consider a product already in use by a user, this mapping is sometimes also called customer journey mapping. It helps businesses better understand customers’ needs and pain points at different stages during his/her experience with a product/service. A customer journey is divided into different phases and expected thoughts/emotions and actions are attributed to each phase. Thus, there’s a bit of empathy assessment as well.

Customer journey mapping or user journey mapping is useful to mobile service operators to intervene in the customer journey. For example, if a competitor comes up with a better data plan then the company can improvise their corresponding plan and inform their customers about the same through SMSs. In this example, by intervening in the customer journey, the company ensured that the customer did not go to the stage of evaluating a competitor’s product and continue availing the company’s services.

3) Experience mapping :

Experience mapping is the coming together of both empathy and journey mapping across different types of users but is product/service agnostic and not specific to any particular user type. It is a matrix visualization of user experiences and responses at the different phases of a generalized journey.

Let us take an example. What do customers/users experience when they run out of something in the middle of the night? There could be a feeling of helplessness and if the need could not be readily fulfilled, they might opt for patience.

Such experiences are common for mobile services users. Sometimes they run out of their service packs at the middle of the night which can easily lead to feelings of helplessness. Many mobile service operators provide limited credit facilities to users for such exigencies.

4) Service design/blueprint mapping :

The previous three mapping techniques are customer-oriented. Service design/blueprint mapping focuses on employees and the organization. Service blueprints are aimed at making the internal processes of a company stronger to optimize the services offered.

We have covered this point more elaborately in the next section.

Enhancing customer experience using Service Blueprint

A service blueprint is a visual representation of how a service will be delivered by a company involving processes and process owners once a service request is triggered by a customer. It describes all the touchpoints, people, processes, and tools and technologies involved in delivering a particular service. Complex processes can be represented in an organized manner. Thus, it can be perceived that service blueprints are focused on the internal aspects of functioning for better customer experience management.

In a service blueprint, an entire customer experience journey is mapped in a chronological, step-by-step sequence while highlighting at every step the involvement and functional interconnectedness of the various internal service parts (front end, back end, IT, support, etc.) necessary to pull that step successfully.

How YRC Digital will help your business in enhancing its digital customer experience

YRC DIGITAL is the service brand of YRC dedicated to digital products & digital transformation consulting. YRC takes pride in having consulted over 500+ retail and eCommerce brands and 150+ B2B companies, which included start-ups, SMEs and multinational conglomerates, spanning across continents, with a success rate of 95%.
Our digital business experts shall work closely with your team to better understand your digital business goals and priorities at every level from planning to implementation. With CX and UX mapping, we shall craft a formative digital CX strategy for your business. Our endeavour shall be helping your digital business deliver a superlative and seamless experience to your customers.

Let us know on our website if you have any questions on starting a digital business or improving digital CX.

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We work only for Visionaries.


The idea of having Ecommerce Consultants on-board from the beginning itself points towards reducing the involvement of the promoters in daily operations. Ecommerce Businesses willing to be a brand reaping profits & sustaining the competition must ensure that most of their processes should be automated. The more the manual intervention, the more would be the errors.

In Ecommerce business, you get only 1 chance to impress the customer & if you mess up there, you lose the customer for long.

Process automation in respect to all the activities pertaining to customers from order receiving to order fulfilment is a must for a seamless experience for the customers.

Task Management is another grey area where most deadlines fail as 90% of the tasks are assigned manually & are forgotten, unheard, misunderstood or mistaken.

YRC Team of Ecommerce Management Consultants helps to make maximum of the processes system-driven to ensure minimalistic manual intervention.


No matter how good your product is, the customer would know only if it looks good.

Photography includes the following steps:

  • Cataloguing your products
  • Cataloguing your images
  • Backup your images (A few cloud storage solutions include Dropbox, Google Drive, Bitcasa, Apple’s Cloud Storage etc.)
  • Choose the right camera & lens (You may also outsource the photography to a third party agency)


Digital Marketing includes SEO & SMM. SEO i.e. Search Engine Optimization includes activities like back-linking, meta tags, blog-writing etc. to ensure your website ranks on the 1st page on Google Search.

Next comes SMM i.e. “Social Media Marketing” which as the name suggests including promoting your products on all the social media sites, email marketing, influencer marketing & several other BTL activities.

These activities are going to be recurring & would decide the traffic on the website, the conversions, whether the right target market is tapped, the likes, the views, the orders, the reviews & much more. YRCs Ecommerce Consultants create a budget for digital marketing right from pre-launch to launch & for each month thereafter.

Building digital marketing strategies in coordination with the agency, selecting them to signing them off would be the role of YRC.

This ensures seamless coordination, detailed interactions & desired execution as it is always advisable to work with a single agency than multiple of them.


Selection of the right software for smooth functioning of back-end operations right from production to webstore display would be suggested and integrated by YRC Team.

YRC’s Team defines SOPs of Product Movement, maps it with the locations & people. They then create a blueprint of all the features required in the software & help in shortlisting & selection.

IT Integration involves connecting your offline inventories with real-time online webstore so when a sale occurs, inventories get deducted real time across offline as well as online platforms.

This helps in accurate inventory management, maintaining the MOQs, re-order levels & achieving the optimum inventory levels.

Some popular software include unicommerce, viniculum for your front-end website management & Genisys for your entire back-end Purchase, Production, Accounting, Invoicing etc. management.


  • How many cities or countries you wish to sell in?
  • Where should your Warehouse be located?
  • Should you have one warehouse in each country or city?
  • Should you be having your own delivery team in your base city?
  • Would the 3rd party vendors be reliable? What happens when they lose or misplace your product during delivery?
  • How should I manage the logistics if my goods are coming from different countries?
  • How should the goods be stored and barcoded?
  • How much space do I require for warehouse?
  • I am sure several such questions must be haunting you while you think of starting your own fashion ecommerce brand.


At YRC, our warehousing and logistics experts can help you devise a strategy for all of the above mentioned queries and much more.

We design the layout of the Warehouse considering the inward, goods processing, software entry, barcoding, outward, goods return, scrap storage, goods stacking & much more.

Logistics route plan is devised considering the manufacturer to your warehouse and from there to last mile delivery locations.


This Step involves 03 distinct parts:

Part 1: Choosing the right Platform:

From several platforms available in the market right from Shopify to magento, woocommerce, prestoshop, wordpress etc. you must choose the one that fits best for your business

Part 2: UX Designing:

“UX” denotes User Experience, which if put in simple language is building the functional requirements of the website.

UX Designing includes designing the features required in the website, customer journey map, website features, the browsing features, navigation features, ecommerce order management process flow, checkout cart features, catalogue management, ecommerce payment system, cross selling features & much more.

“As per statistics, 68% of the customers abandon the carts before payment”

An interesting UX ensures the customer sticks on to the website for a longer time.

Part 3: UI Designing:

UI stands for User Interface, which means designing the look and feel of the website. UI includes using the right colours, elements and the entire aesthetics of the website.

A good User Interface ensures the user completes the task that he has come for. It navigates the user through the journey of the brand in the simplest but most effective way.

The UX designer maps out the bare bones of the user journey; the UI designer then fills it in with visual and interactive elements.

If User experience is the bare bone, user interface wraps it up with an attractive cape.

At YRC, our team if experts can help you develop the entire User Journey to ensure it is engaging!


This step follows the “Designing” Phase, whether you have an in-house design team, freelance designers or an outsourced design company. It is one of the most exciting phases, as here you see your designs turning into products & your ideas turning into reality.

In most start-up cases, production is outsourced i.e. brands tie-up with the established manufacturers/ job-workers to get their products manufactured.

Sampling involves multiple 04 Stages, Fit-Sample, Prototype Sample, Pre-Production Sample & the Production Sample.

Prototype Sample is the first sample provided to the buyer. It can be in any fabric/ colour. This sample is just to understand whether the product design looks equally great in reality.

Fit Sample, as the name suggests is prepared to check the fit of the garment i.e. the various sizes, length, width etc.

Pre-production is made by the actual production line. Here the stitching quality and other aspects related to manufacturing are checked. This is the last stage where rejection can be accepted.

Production Sample is made before the production which is the replica of what is going to be finally produced.

Once you are through with all this, you are good to go ahead & get your goods manufactured.


Product Designing or Sourcing is the heart of the Ecommerce Fashion Brand.

Product Designing / Sourcing can be done in several ways, as follows:

  • In-house Design Team
  • Freelance Designers
  • Outsourced Design Team
  • Ready Product Sourcing (From Manufacturer or Wholesaler)

At YRC, we evaluate your business strategy & business model to arrive at the decision, which of the above ways would be best-fit for your business. In certain cases, product sourcing may be a combination of the above.

These are the people who are going to build your brand! Whether they are the designers or merchandiser, your brand look is going to be in their hands.

If you are designing each garment from the scratch, the sourcing would play crucial role in developing design identity of your brand.

Sourcing includes fabric, trims, lining & all the raw material required to build the garment.


Branding is the “Look of the Brand”, right from logo to tagline, the colours used, the brand story, the brand communications on social media, the packaging & all the other aspects which speak directly or indirectly to the customers. Branding constitutes the look & feel of the brand & hence must be thoughtfully planned to match with the product that we are selling.

Branding must appeal to our target audience. Example : A golden colour logo depicting finesse, art, richness, premium, however beautiful it may be individually cannot go with a brand selling affordable kids wear products. So, your logo must be in-line with your brand positioning, whether you are an expensive brand or a luxury brand or a value for money brand, it must be depicted from your “Branding”.

It is an integral part to attract the target audience.


Organogram is the “HR Blueprint” of the business which is created at the onset, to map out the team required across each function at various stages of the business. At the launch, only key people need to be got on board to ensure the project gets started & at this stage, all of them need to multi-task. Similarly, certain financial as well as operational goals are set for addition of the further team. Example, for the operations team, we hire 1 operations manager during the pre-launch phase & we add 1 more only when the business kicks-off & we reach a volume of selling more than 1000 pcs/ month or a turnover of more than 0.1 million USD.

SOPs are Standard Operating Procedures, a bible to run the entire organization right from Sales, Purchase, HR, Order receiving to Order fulfilment, Inventory Management, Accounts, Warehouse, Logistics, Supply Chain, Production & all the other relevant functions for the business. Business must be organized from its first day of operations; only then the tasks can be delegated.

At YRC, we design the organization structure, the processes, and approximate time taken to execute each process, job profile of every member within the organization, their KRAs, KPIs & the Reporting Structure.


Critical Pathway Analysis (CPA), is a project management technique which cannot be overlooked while launching an ecommerce fashion brand. Brand launch process is cumbersome with multiple inter-dependent & time-bound tasks involved, which need to be tracked to ensure the project remains on track.

CPA outlines key tasks across the project, their turnaround time (TAT) & the dependencies of tasks upon each other. It identifies the sequence of tasks, their interdependent steps from inception to completion, their criticalities, and their dates of onset, target dates of completion along with the key responsible person for the respective activities. Critical Pathway helps in understanding the unimportant & not urgent tasks which may jeopardize the execution of the project because of an unexpected snag! It also maps out the potential bottlenecks which might be posed because of the dependencies of tasks upon each other & cases where the next task cannot be commenced before the completion of the previous one.

CPA detects the minimum & the maximum time involvement of a particular individual or team to execute the task, thereby arriving at the overall deadlines associated with the project.

At Your Retail Coach, we design the Critical Pathway & review it periodically to ensure the project is on track & the progress is measurable.


Business Strategy includes the vision, mission, goals, business model, business plan & strategy for all the functions within the organization.

Business Strategy is a well-defined plan that outlines who, what, where, why, how & when for the company; for example, who would be the target market, how to attract the target audience, when to launch new products, where to operate from, how to handle competitors, what would be the USP, what would be long term goal of the organization & several other answers to the 5Ws of Strategy.

Business Strategy aligns the organization towards a common goal. Business SWOT helps company to identify & overcome their weaknesses & focus to sharpen the strengths. Business strategy forecasts future risks and helps business in building skillsets to overcome the potential threats.

YRC’s Business Plan focuses on creating a “Blueprint” of the business, thereby deriving the feasibility of the concept & gauge whether the opportunity is lucrative to invest time, energy & effort. Business Plan creates cash flow understanding i.e. building inflow & outflow cash projections from Week zero to week 60 i.e. 05 year projection. Business Plan calculates the capital investment, operating costs, one-time costs, recurring costs & all the other numbers relevant to obtain the breakeven sales, return on investment, return on capital, internal rate of return & several other ratios. Business Plan is also one of the important requirements if you are targeting the “Investor Route”. Fund raising becomes extremely transparent & channelized. With business plan panned out clearly, the business will know until what point must it be stretched & where to stop, which reduces the probability of unplanned investments.


Starting the concept of Ecommerce Fashion brand with Market Research ensures we get detailed understanding of the industry & this research report also acts as a social confirmation for your concept. Market Research helps in understanding the target locations, their population, potential online buyers for your product, competitors for each category, and top selling products of the competitors, competitors’ price range, offers & their responses & much more. Market Research helps in thorough understanding of your brand position as compared to our competitors. It helps in identifying gaps in the market, in your category along with the scope of the said product in the desired market. This will help in validation of your concept & prevents you from making the same mistakes as your fellow brands, eventually saving your time, energy & efforts. This phase is also a make or a break phase, as the market research study may at-times come up with some eye-popping numbers & statistics which might compel you to re-think on your product or category that you are planning to sell or alter your entire concept itself!! Market Research Reports analyse the competitors’ webstore for their traffic, conversion & sales. This is extremely valuable information to derive our inventory budgets & projections, which takes us to our next phase.