Here are our top 5 customer-experience hacks to ensuring a successful e-commerce business:
1. Offering an omnichannel experience
Omni-channel is similar to multi-channel sales approach, but the winning element here is that you are offering customers an integrated shopping experience. To offer an omnichannel experience, companies need to start aligning their products, design and objectives across every channel and device. Customers should be able to connect with the company and shop online or offline from any platform and the experience should essentially be the same.
2. Providing a personalized service
Not all customers are alike, and treating everyone, in the same manner, is not an ideal scenario for any company. As per a report by Rapt Media, 63% of consumers said they think positively of a brand that provides content that is valuable, interesting and relevant to them. Optimizing the shopping experience of a customer based on user behavior would be the best path for companies to build brand loyalty, increase engagement and drive sales.
3. Leveraging mobile commerce
With newer phones flooding the market every day, companies are forced to rethink their approach to e-commerce in this mobile world. Mobile-optimization of your business is the key for getting the most out of cross-channel commerce. According to an IBM report, companies must keep in mind 4 key areas while developing a mobile platform – in-store mobile experience, sales and engagement on mobile devices, mobile marketing and understanding mobile customer behavior.
4. Tracking metrics and measuring performance
To grow and reinvent as an eCommerce platform, companies need to be able to quantify their performance metrics. Knowing what to measure is another important aspect that would set you apart from competition. Some of the important metrics to look at would be: cost of acquiring customer, conversion rate, cart abandonment rate, average order values and customer dropout rates.
5. Seamless Sales, Service and Delivery process
A mobile-enabled omnichannel service requires unifying and centralizing data across all touch points. This can be achieved through cloud based services that take care of end-to-end operations of an eCommerce – right from sales to delivery.
Companies that are future-forward in their approach to customer experience rely on great processes, coupled with the right technology. For example, key challenges of running an online store – Technology, Data Curation, Product Delivery and People Management were addressed by Saurabh Chandra, Head of IT, Myntra using technology. One of the services employed by Myntra to empower their customers is Oracle Service Cloud which allows the consumers to interact directly with Myntra; in turn helping Myntra to understand customer requirements better.
Optimizing omnichannel CX for consumers has a huge operational upside. Vikram Bhat, Chief Product Officer, Aditya Birla Online Fashion Pvt., Ltd. points out a key aspect they credit to its online success – “Oracle Service Cloud is the best fit for our multi-channel retail environment—helping us cut interaction time by 20% and achieve a 40% call deflection rate. The integration capability and out-of-the-box functionalities also surpassed offerings from Salesforce.com and Zendesk.
Globally, B2C r eCommerce sales are expected to reach $27 trillion by 2020. Varied industries are entering into the eCommerce domain. Whether it’s high-end fashion or a tea delivery service – the winning strategies may differ. But the secret to success for all eCommerce businesses remains the same: develop a superior CX strategy that keeps their customers coming back for more.