How do you evolve your customer-facing e-commerce and customer service site(s) and your online customer-community in synch with one another? That’s the question that must be facing Sears’ management as they brace themselves for another brutally competitive holiday retail season. We don’t know how Sears has organized its staffing and reporting structure to support its various web properties, but, based on Ronni Marshak’s customer experience audit of Sears’ newly updated online community site(s), Sears to have a fragmented, rather than a unified approach to content, commerce, and community.
MySears Community Gets a Facelift
Community and Commerce Are Still Too Separate!
By Ronni T. Marshak, Executive VP and Senior Consultant, Patricia Seybold Group, October 18, 2012