If you have accessories for your item, such as remotes for a TV or chargers and headphones for a mobile phone, then bring them in too. Too good to gather dust?
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It is putting that focus for the whole business around the customer. It is about putting systems and processes for customers to get their feedback. For Manners, having a CX program is invaluable. The focus on closing the loop, and bubbling up insights from the stores, then comes up to the Gem team.
Cash Converters International Ltd
Longer term, Manners said the team is looking to add in text analytics to enable a deeper understanding of the themes and topics influencing customer experience. Brand awareness is another big strategic focus for Cash Converters as it continues on its massive business transformation push. As such, she has been busy rolling out a product-led strategy that focuses on giving customers an understanding about the different products and services on offer.
Meanwhile, the other product focus has been around pawnbroking. Manners noted again the importance of consumer research in retaining relevance.
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It is such an old-fashioned word. There are a lot of TV shows that are on pawnbroking, but they really focus on the trade. The third product play for Manners is around the physical stores and second-hand goods.
- CMO profile: The strategy behind Cash Converters brand and customer experience reboot?
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Cash Converters: Buy and Sell second hand | Short term loans
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