6 Aspects of E-Commerce Customer Experience that Demand Universal...
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6 Aspects of E-Commerce Customer Experience that Demand Universal Attention

By Retail CIO Outlook | Wednesday, October 09, 2019

Many doctrines enable efficient customer service. But, only a few help solve, satisfy, and create a positive impact on the company in the customer’s mind. Amazon, the e-commerce tycoon, is one of those companies that have aced the customer experience game.

Fremont, CA: E-commerce has developed so much, but the industry is divided amongst a couple of major players and many other websites and portals. However, the emergence of these developments have changed the way customers shop. Basic commodities to luxuries can be ordered from the edge of the fingertips.

Amazon has been a significant force in the reinvention of the e-commerce industry. The company has maintained a stable footing while also expanding exponentially along with the industry. The principles followed by the company when it came down to customer experience have resulted in a consistently sound system.

The beliefs established by the e-commerce companies among its employees are noteworthy. They are:

1. “Relentlessly Advocate for Customers.”

By giving power to the customers, the company can demonstrate that customers are important. People trust people; when customers’ issues are addressed with full attention, they tend to volunteer into a much committed relationship. Customer advocacy has been an important part of customer experience, by striving relentlessly for customers, a rock solid relationship can be established.

2. “Trust Our Customers And Rely On Associates to Use Good Judgment.”

Trust is achieved if the sense of security is mutual. Even though a minor part of the customers may exploit the trust, the majority will only be encouraged to return to the same company. This tenet not only suggests having trust in customers but also believes that the company has complete trust over its associates.

3. “Anticipate Customer Needs and Treat Their Time and Attention as Sacred.”

The belief explains two major ideas, primarily the understanding of the customers’ needs and to deliver the solution as quick as possible. Anticipating the customer’s needs and taking an educated decision is an essential part of the customer experience executive’s job. The company is known to handle the issues and refunds proactively. Many companies do not follow the “time is sacred” rule for any party involved in the interaction, especially during grief re-addressed. Exercising long hold times, delaying checkout lines, not answering calls, emails, and social media posts bring a negative impact on the company. Customers are retained if they are treated well, and their time is valued.

4. “Deliver Personalized, Peculiar Experiences that Customers Love.”

Personalization in e-commerce plays a major role in increasing the revenue from a customer and helps to retain them too. To personalize the experience in the present scenario is a major must, and more companies are implementing it. Being driven by AI and ML, the on-site customer data points are tracked in real-time to provide a unique experience. The same database is leveraged by associates to impart quirky and peculiar experiences that are forged in the customers’ minds. With the suitable infrastructure in place, the quirks can be recollected in the follow-up calls enabling true and deep personalization.

By showcasing loyalty to the job, the associate can not only enjoy the work but also create a positive impact on the interactions with the customers. If the peculiarity displayed by the associate is related to the products and the brand strategy of the company, a fully satisfied client is guaranteed.

5. “Make it Simple to Detect and Systematically Escalate Problems.”

Most calls received by the associates are either issues or complaints related to the solution or service of the enterprise. These calls are already complicated as the customer expressing the issue is confused. The customer service agent who handles the call has to identify and simplify the issue before forming a report. When the issue is made simple, the client’s problem is understood, and the duration of the call is reduced, showing respect to the customer’s time. In doing so, a systematic routine is employed, and continuous improvement is noted. The chain of development is followed, enhancing the overall customer experience.

6."Eliminate Customer Effort Through This Sequential and Systematic Approach: Defect Elimination, Self-service, Automation, and Support from an Expert Associate.”

  Amazon aims to eliminate customer effort, not reduce it. This reason has fuelled the growth of quality in the customer experience, even though a vast range of industries are covered. Regardless of the industry, issue, or intensity, the customer is subjected to an effortless experience. To walk the walk, a sequential and systematic approach makes sense for the associate.

With an organized approach, the number of problems to solve is reduced. More customers can find it easy to solve the concerns themselves when a disciplined approach is taken, avoiding traditional customer service.

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