Скачать или смотреть From Chaos to Clarity: Fixing Retail Backends to Improve CX

Struggling to connect your online and in-store experience or unify your customer data?
Spotlight Fridays with Anna Samkova and Mikel Lindsaar
In this episode, Mikel Lindsaar shares powerful, practical insights on how retailers can improve loyalty and simplify operations by solving back-end complexity.

You’ll learn why a single customer view is essential for scaling, how to lead CX transformation from the top, and why talking to your customers unlocks hidden growth opportunities.

Perfect for retail leaders looking to drive loyalty, boost conversions, and streamline systems.

⏱️ Key Topics & Timestamps
00:56 – The hidden CX impact of poor user interfaces
03:00 – Why most retailers outgrow their tech stack
05:00 – What “complex commerce” really means and how to fix it
06:00 – Mikel’s secret to success: talk to your customers
08:06 – How to unify sales, marketing, and support teams
09:18 – Dangers of disconnected systems
10:29 – Why a single customer view changes everything
12:27 – Who’s responsible for driving customer-centric change
14:43 – What happens when you start creating order in chaos
17:02 – The importance of vulnerability and real conversations
18:45 – Why timing matters more than tools when automating

💡 Most Valuable Insights (Apply These Today)
Call your customers – The most underrated growth strategy. You’ll uncover friction points and growth opportunities simply by asking how they’re doing.
Start building a single customer view – Even if it’s just a shared spreadsheet, every team should be working from the same source of truth.
Lead from the top – Only the CEO can prioritise customer-centricity across departments and push through resistance to change.
Expect friction when fixing processes – Disruption means progress. Don’t pull the pin when things feel messy—push through it.
Focus on timing, not just tools – Especially for smaller retailers, the success of automation hinges on choosing the right time to scale, not just choosing software.

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