Rory OConnorRory OConnorJuly 24, 2019
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6min807

The scalability of online shopping is any retailer’s dream.

Any marketer will tell you that a happy and satisfied customer is your best weapon when it comes to success, but the waters are muddy in the online world and the downsides are even more slippery.

When somebody buys from your online store they get an instant dopamine hit with even more coming as the anticipation builds over the following hours or days until delivery. Every brick and mortar shopper gets the same hit initially, but by walking out with the item in hand that level of anticipation doesn’t hit in the same way. In other words, every customer that buys from your store is on a high from that moment all the way to when they are opening the package and then wearing/using the item.

This is great news for e-retailers, but the downside of this is much steeper if you get this process wrong, with customers being much more let down than by a poor in-store experience.

Positive customer experiences are an imperative for the sustained growth of a business; it builds customer brand loyalty, affinity, and encourages them to refer their friends and interact positively with your brand.

According to the American Express Customer Service Barometer, people tell an average of 15 others about a poor service experience. This means that if you’re having issues with your supply chain, deliveries, or any other part of your business you’re doing untold damage to your future sales and reputation with Forbes reporting that US companies lost $75 billion in 2018 due to poor customer service. 

On the other hand, according to Zendesk, as many as 42 percent of consumers will repeat purchase following a positive online experience.

So how might your business combat this?

For online players, the key focus has to be customer-centric. Customers increasingly want next day or even same day delivery options with the ability to tailor times and locations accurately to their needs. To ensure this occurs, having integrated systems that allow you to improve all facets of the digital Customer Experience is key. These include the user interface, mobile responsiveness, and design along with clear communication methods and a way to relay real-time data across all interactions with each customer.

Not only does this ensure a frictionless process for your customers, but it ensures consistency on your end and open communication lines around all aspects of each delivery to ensure proper deliveries or fix any issues in real-time. Companies in retail or in any other industry have been traditionally poor at fixing customer issues in real time and at the customer’s convenience. This comes as no surprise that even now Harvard Business Review found that 64 percent have no dedicated system in place. All companies will have customer issues and while you should always strive to minimise these instances, those who get them right are in a strong position to keep their customers satisfied and differentiate themselves all at the same time.

ROI

Winning new customers is very difficult and expensive with the Harvard Business Review finding that it is anywhere from five to 25 times more expensive to acquire a new customer than it is to keep a current one, yet only 49 percent of consumers say that companies provide good CX. 

PWC also found that customers spend up to 16 percent more with retailers who provide good CX and are also more willing to share data with these companies also. At this stage you would have hoped that online retailers would have gotten the memo about online CX, satisfaction, and relationships, but it appears for many there’s a lot of work left to do to keep their customers’ dopamine flowing.


Rory OConnorRory OConnorMay 23, 2019
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3min457

Experience is everything for the digitally empowered customer, and delivering online goods from factory to front door is an integral part of the sales experience. 

Getting that delivery function right means frictionless online sales that will ultimately result in a solid, loyal customer base, but what exactly is a good delivery experience?

A good delivery experience is contextual – it differs from individual to individual as well as the locale in which the delivery is taking place.  The speed of delivery has become an evolving battleground for retailers, with a 28 percent increase in the UK from 2016 – 2018 on the number of next day delivery orders placed. However, even next day deliveries are becoming obsolete with more people now looking for same day delivery.

As a retailer, there are four key things that need to be done to ensure the Customer Experience is positive. The most important thing is to not only review your data but analyse your date to find trends and exceptions. Secondly, create direct and meaningful connections with customers offering consistent and trustworthy communication and tracking. Thirdly, where possible, automate and use AI and chatbots to deliver more speed efficiency and productivity. Lastly, carrier automation is key to operational efficiency.

Having different delivery options can make a huge difference at the level where people abandon their baskets during an online shopping experience. The key to securing a shopper that does not abandon their baskets are convenience, speed and price. Again, the context of the individual is important with every transaction, so having different delivery options to offer is key. Most online shoppers expect free delivery without a minimum spend, which puts pressure on delivery providers and can severely impact customer experience.

Failed deliveries are a large problem when choosing your delivery provider. The cost of getting a delivery wrong is detrimental, as a lost delivery can cost the company up to £150. Not only can it cost money on-the-spot, but worse, it can cost future sales as the customer that is not having a successful experience with the company is more likely to choose a different provider next time. A company is only as good as their last delivery, so each delivery has to be perfect for a customer to continue using that company.

Experience is now everything for the digitally empowered customers and the future of delivery relies upon successful customer experiences. Carriers have seen that providing an experience to the consumer is very important and have focused their energies on the creation of apps and brand recognition, amongst other things.




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