High value retail customers get emotional about fulfillment. They want to feel special. Even more so if things go wrong. Consumers today, and especially Gen Z, demand an Amazon-level of excellence. In our industry, that comes down to how you do fulfillment and, more importantly, how you use it to form relationships.

The problem is most retailers and home service providers don’t connect deeply enough with customers throughout their journey  to form a strong enough relationship that can overcome challenges, especially those hard-to-avoid ones. If you rely on disconnected customer interactions scattered across separate systems, the result will be a broken experience full of missed opportunities.