Don't Fall for These Common Mistakes in Shopping Centre Digital Customer Service – Here's How!

Corry van den Brink
Founder & CEO

The shift to digital customer service in shopping centers is essential but riddled with challenges. Balancing technology and empathy is crucial to avoid artificial interactions. Personalization is key, as AI should enhance rather than replace human touch. Catering to "always-connected" customers, shopping centers adopt technology to meet expectations. Digital-first strategies are vital, as failure to transform and wasting investments can be costly. Neglecting CRM and personalization undermines customer relationships. Navigating these challenges is imperative for successful digital customer service in evolving shopping center landscapes.

The digital era is reshaping the way businesses and customers interact, and shopping centres are no exception. While the transition to digital customer service has become a necessity, it's fraught with potential pitfalls. This article will explore the common mistakes in shopping centre digital customer service, drawing on industry insights and personal anecdotes to provide an engaging and comprehensive guide.

The Balance Between Technology and Empathy in Shopping Centre Digital Customer Service

Avoiding Engineered Insincerity

One of the first traps in implementing digital customer service in shopping centres is falling into what some experts call "engineered insincerity." This happens when automation, although well-intended, starts mimicking human interest without actual personalization.

I recall shopping at a major retailer where they launched an automated chatbot. While it initially seemed quick and efficient, I quickly began feeling dissatisfaction with its impersonal responses. It was a sobering lesson that automation should enhance, not dominate, customer relationships in shopping centre digital customer service.

Investing in Personalization

Implementing AI without personalization in shopping centre digital customer service can lead to the same mistakes. AI-driven support should be utilized to enhance efficiency, not replace the human touch.

Understanding the Modern Buyer in Shopping Centre Digital Customer Service

Meeting "Always-Connected" Customer Expectations

Today's customers are "always-connected" and tech-savvy, expecting seamless interactions. This is driving shopping centres to adopt technology, with 35% of executives prioritizing enhancing customer expectations through digital transformation. By enhancing their mobile experience, shopping centres are able to reconnect with their customers in a way that the traditional model cant support.

Rethinking Customer Interactions

Digital transformation in shopping centres requires a shift in how businesses interact with customers. Digital-first strategies are needed across marketing and customer service teams.

Avoiding Common Mistakes in Shopping Centre Digital Customer Service

Failure to Initiate Digital Transformation

With digital spending projected to reach $6.8 trillion by the end of 2023, delaying digital transformation in shopping centres customer service is risky.

Wasting Investment in Digital Transformation

Shockingly, over $900 billion of the $1.3 trillion invested in digital transformation has been wasted. Speaking from experience I had to learn the hard way just how unique the shopping centre industry was. Utilizing software designed for other industries quickly turned into a mismatch of tools that was not sustainable from the agent side or the client side.  It was a stark reminder that strategy and user understanding are paramount in shopping centre digital customer service.

Neglecting CRM and Personalization

75% of customers are more likely to buy from companies that recognize them and provide personalized experiences. Implementing a CRM system is vital for building better customer relationships in shopping centre digital customer service.


In the rapidly changing landscape of shopping centres, avoiding the common mistakes in shopping centre digital customer service is not just a trend; it's a necessity. By embracing the right strategies and learning from others' mistakes, shopping centres can successfully navigate the complex world of digital customer service, creating experiences that meet and exceed customer expectations.

Those interested in learning more about the digital transformation of shopping centres can visit for further insights.


  1. Using Technology to Create a Better Customer Experience
  2. What is customer experience? The complete guide
  3. How Digital Transformation is Driving The Customer Experience
May 1, 2024