With the across-the-board advent of Industry 4.0, online shopping manifests a global spike, having reached an exorbitant $5.7 trillion only in retail sales last year. Such a huge revenue pie is full of mouth-watering prospects for entrepreneurs with big-time aspirations who are engaged in fierce competition for the clientele.
What can become a game-changer in this rivalry? As a vetted vendor that has completed dozens of ecommerce projects, we know that one of the mission-critical success drivers is the superb CX an online store provides. And seamless customer experience stats prove it since almost 90% of businesses which prioritized it reported an increase in revenues in 2020. On the flipside, over three-fourths of consumers stop cooperating with a company after just two incidents that left them dissatisfied.
So, what does flawless customer experience mean, and what makes a customer shopping experience smooth? Let’s find it out together.
Seamless Customer Experience Dissected
Why do people like to purchase things online? There are several factors that make them prefer this kind of shopping over visiting brick-and-mortar outlets.
Unlike what happens at a physical shop, here, client/vendor interactions cover both physical (product delivery) and digital (choosing and comparing items, making an order, etc.) touchpoints, the sum of which constitutes the notion of customer experience. During these interactions, people develop emotional and rational connections to the product or service that occur throughout a customer journey. Depending on the nature of the business and its offerings, it may vary in duration, but it typically consists of the same number of stages.
It all begins with a person discovering your brand and/or its product or service. It may happen accidentally, say, after seeing a light board advertisement, or deliberately – by employing a search engine inquiry; people may rely on physical (like word-of-mouth from a friend) or digital (social media or your site) touchpoints. But whatever pathway leads them to you, it should showcase your and your product’s fortes to the maximum.
Here, the consumer moves from general browsing to displaying genuine interest in a particular product. They not only read into details of its features and functioning peculiarities, watch demos, or give a free trial a shot but also compare it against the competitors’ counterparts in price and characteristics.
This is when all magic happens, and the prospect becomes an actual customer. After the product is added to the cart and paid for, it is your turn to act and live up to your new client’s expectations. At this stage, the e-store/customer communication involves a physical touchpoint when the product is delivered to the client’s residence.
A person turns from a one-time buyer into a loyal customer. Making them come for more over and over again is much more difficult than creating a seamless customer experience just once. Retaining the clientele and fostering brand loyalty can be achieved only within the framework of a comprehensive ecommerce strategy leveraging all touchpoints any solid online venture should have in place.
Many companies don’t reach that phase and are happy to retain customers they have won over before. Yet, enterprises that dream of entering the major league of business in their niche should aim higher and encourage their customers to become brand ambassadors who share information and references via their own channels and touchpoints.
In case you accompany, stimulate, and inspire the clientele all the way through their customer journey and provide a fluid experience across all touchpoints, you will usher in numerous perks.
Seamless CX as an Ultimate Business Propellant in 2023 and Beyond
Delivering a smooth customer experience is all about predicting and meeting consumers’ expectations at every touchpoint of their customer journey. Contemporary leaders in the ecommerce realm (such as Amazon, Walmart, or eBay) manage to forestall and exceed such expectations in their customer-facing workflow, setting the CX bar extremely high. It allows them to stay on top in the global client hunt and remain pace-setters in creating a seamless customer retail experience.
Budding entrepreneurs who launch an ecommerce site and hope to emulate the behemoths’ success should channel their efforts into delivering an outstanding customer experience, which is a surefire recipe for reaping the following boons.
- Enhanced customer satisfaction and NPS indices. In fact, this is an overarching goal of any business. Of course, it is largely conditioned by the quality of a company’s product or service. But when obtaining a first-rate item is long, confusing, and exasperating, customer satisfaction will ebb low, Net Promoter Score (NPS) will plummet, and your clients will leave you in droves.
- Growing customer retention and loyalty. The previous perk translates into this one. A satisfied and obliged consumer is likely to remember how much they enjoyed buying from you and consider your brand the number one candidate for future purchases.
- Reduced expenditures. Acquiring new clients through costly advertising campaigns is up to five times more expensive than retaining and nurturing the existing ones. Besides, an excellent CX spells fewer inquiries and issues and, thus, a lower need for customer support staff and related expenses.
- Positive word-of-mouth. A seamless customer experience is sure to send ripples all over the consumer community, whose members will spread information about your products, recommend them to family and friends, and publish positive reviews on social networks, thus attracting new clients.
- Increased brand awareness and reputation. These intangible assets matter greatly when people make buying decisions or decide to apply for a job at your enterprise. When encountering a product by a brand with a solid name in the world of business, people are more likely to buy it. The same is true about cooperating with a company whose reputation ranks higher than that of its competitors.
- Competitive edge. With dozens of options to choose from, it is often the flawless customer interaction that becomes a differentiator and tips the scales in your favor, leaving your rivals with similar products astern.
- Boosted revenues. It comes as a corollary of all plusses listed above. When people are attracted to your brand by its solid reputation, ready to repeat business with you, and draw other customers who choose you in the ocean of options, the streams of revenue flowing into your coffers is likely to become a torrent quite soon.
To enjoy all these benefits, you should know how to achieve a seamless CX in your e-store’s pipeline routine.
Tips on How to Facilitate a Seamless Customer Experience
As a long-time player in the field of customer experience, we at Elogic know this domain inside out. Here are some life hacks on how to implement a seamless CX that will let your ecommerce organization excel and flourish.
Tip 1. Personalization reigns supreme
When the entire world is your potential market, you can’t approach all and sundry with the same yardstick. You should meet your clients halfway and personalize their customer experience radically. It means not only the standard CX localization related to language, currencies, measurement units, time zone differences, and delivery options. Segmenting your clientele according to their demographics, product preferences, and communication channels is necessary to plan your marketing strategy accordingly.
Moreover, you should encourage them to fill in personal information during the checkout process. In this way, you will be able to personalize your customer support and offer them special promotions on birthdays or other important occasions and leverage other means to show they are unique clients you value and care for.
Naturally, it will require certain customization of the software you utilize, so we recommend employing composable MACH architecture for your ecommerce site.
Tip 2. There can never be too much automation
Digitalization of the enterprise pipeline largely boils down to delegating the lion’s share of hard, repetitive, or manual work to machines. The same is true about providing a seamless customer experience in online shopping, which should be automated wherever possible. The best ecommerce automation use cases are streamlining inventory management, launching smart marketing campaigns, sending personalized messages, setting up chatbots and other self-service mechanisms to resolve simple issues, etc.
Besides, leveraging AI and ML, you can synchronize your website activities with Instagram via Instagram Shop or with Google Merchant Centre, thus extending your consumer reach and delivering a unified customer experience across multiple channels.
Tip 3. Gauge your performance regularly
Business success isn’t some abstract notion but a material value that has numerical dimensions. Your e-store’s KPIs and other parameters can be tracked and assessed by employing various native CRM dashboards and Google Analytics capabilities. Leveraging such AI-powered mechanisms, entrepreneurs can monitor the results of their marketing efforts, form a holistic and segmented view of their customers, evaluate the efficiency of their personnel, etc.
Moreover, you can go beyond examining historical data and look into the future by employing state-of-the-art predictive analytics tools. They will enable you to envision customers’ reactions to your moves and shape your business strategy correspondingly.
These tips are major guidelines you can make use of while implementing your CX reinforcement. However comprehensive delivery and maintaining a seamless customer experience is a no-nonsense task that can be entrusted to high-profile professionals in this sphere. The seasoned specialists of Elogic have the necessary expertise to consult you on implementing a smooth customer experience for your ecommerce site or tackle this task themselves neatly and swiftly.
Effortless Customer Journey Takeaways
The ultimate goal of any ecommerce business is obliging its clientele. A seamless customer experience they get throughout their customer journey at all touchpoints is a powerful booster that enhances customer satisfaction and retention, promotes brand awareness and loyalty, establishes your reputation in the niche, increases your revenues, and sharpens your competitive edge. It can be significantly facilitated by introducing a high degree of personalization in your relations with clients, automating a fair share of shop floor activities, measuring your performance on a regular basis, and hiring competent IT vendors to assist your company in seamless CX implementation.
Seamless Customer Experience FAQs
What does seamless customer experience in ecommerce mean?
It is the sum of all interactions a person has with an e-store across both physical and digital touchpoints that satisfies the client because it is devoid of setbacks, delays, mistakes, or other issues.
What is a customer journey?
It is the sequence of steps a consumer must take to complete a purchase. These steps are awareness, consideration, conversion (decision), retention, and advocacy. The first three stages are obligatory, while the last two are highly desirable for business growth and expansion.
Why is smooth customer experience important?
By providing a seamless customer experience, you will be able to step up customer satisfaction, promote client retention, nurture brand awareness and loyalty, reduce customer service expenditures, foster brand reputation, enhance revenues, and outsell your competitors.
How do you provide a efortless customer touchpoints?
It can be achieved by developing an efficient CX strategy that should involve profound personalization of company/client interaction, broad workflow automation initiatives, and regular assessment of your performance by leveraging cutting-edge analytical tools.