The Fast Ecommerce Advantage: Why A Speedy Site Helps You Compete
By Tom Wintaugh
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2020 taught the world some valuable lessons. One of them is that, in the face of crisis, people and businesses adapt to survive. Another is that once the change takes place it’s more than likely here to stay.
One clear example of this is the new era of ecommerce. Pandemic safety restrictions and the move towards digital transformation contributed to a 30% increase in ecommerce growth in 2020. And, while transitioning from brick-and-mortar to ecommerce is a challenging task, it’s only the beginning. Keeping ecommerce customer satisfaction high is yet another top priority for businesses.
Of course, the usual aspects of customer satisfaction—great customer service, quick follow ups, and efficient service—remain important in the ecommerce environment. But there is more to consider. Large ecommerce companies and small businesses must now exist in the same online space. In this competitive environment, standing out is essential. Businesses must employ creative, out-of-the-box ideas to earn customer loyalty and connect to customers on a deep, meaningful level.
From top industry experts, here are 5 ways to boost ecommerce customer satisfaction.
Nothing ruins customer experience like an openly disgruntled team member. After all, employees are the ones facing and dealing with customers. If they are not happy with their jobs, it will be nearly impossible for them to deliver good customer service. This is true for ecommerce businesses as much as it is for brick-and-mortar, as there are human employees that manage customer service behind every web interaction.
To prevent job dissatisfaction, create a positive employee culture that motivates, engages and supports all team members. Companies can do this by empowering employees. Ask their opinions, express gratitude for their work, and set clear direction and goals. Allowing flexibility, welcoming creativity, and setting challenges through daily tasks can also create a sense of value for employees.
When customers interact with the representatives of a business, they want to feel welcomed, valued, and cared for. Only the employees who themselves feel welcomed, valued, and cared for can provide the same quality service to customers and create meaningful connections with customers—ones that keep customers coming back.
It’s a known customer pet peeve to have to deal with various company representatives who seem to have no information about the customer’s history with the company. This can get even worse if a customer is using various platforms to connect to a business at different times.
According to Salesforce statistics, 75% of consumers expect a consistent experience wherever they engage, be it web, social media, or in person. However, 65% of respondents to a study by Accenture stated that they are frustrated with inconsistent experiences when they are using multiple channels.
Customers do not want to have to repeat their concerns to various agents on your team. They want to receive the same answers through email or live chat as they would in a store. And they want to have a smooth experience regardless of how they choose to interact with a company. Customers crave an effective omnichannel experience. For ecommerce, this means offering easy “order online, pick up in store” options, creating an efficient return process, and making customer history available to all company representatives at all times. Implementing the right tech tools to support omnichannel experience is essential to ecommerce success.
Customers want to feel respected, and they will appreciate a company that shows respect for their time and efforts and makes communication easy and seamless.
Today’s customers live in an era of instant gratification—they want what they want and they want it now. To boost their online experience, it’s important to empower them with the right tools that can get them what they are looking for right away. Advanced search tools, faceted navigation, wish lists, and fast and free shipping are just some of the ecommerce tools that can differentiate an ecommerce business from competitors.
Because customer experience extends beyond the checkout, companies need to take measures to ensure customer satisfaction during every step of the way. Customers expect to have up-to-date information about their order fulfillment at their fingertips. Allowing them to know exactly what is happening with their orders will make their experiences more memorable and encourage them to return for more.
While customer journeys start way before the purchase, a customer’s interaction with a service or a product often starts with unpackaging and onboarding. Packaging, delivery, and presentation matter, whether a company ships products to a customer’s homes or delivers a service to them through the onboarding process.
First, there is the excitement of unboxing. Attractive, carefully packaged products show care and personalization. The nature of online shopping means there is a moment of delay between the purchase and the arrival of the product for first-time customers. Take this critical moment to ensure efficient delivery and provide outstanding packaging to increase customer satisfaction and build your brand.
The same goes for onboarding processes for ecommerce customers who purchase services or SaaS products. Provide emails that deliver clear instructions, attractive files, personalized texts, and great communication to make the onboarding process stand out and become memorable. When customers feel the care that a company puts into customer interactions, they will feel more valued. That, in turn, boosts their overall satisfaction with the business.
When it comes to solving customer service issues, it all comes down to the people running the business. There is a connection between great business ethic and customer satisfaction, and it’s up to employees to boost ecommerce
Empowering customer service representatives puts them in a unique position to make every interaction with customers truly remarkable. Employees need to have the tools to get the right answers, the flexibility to make in-the-moment decisions, and the power to keep their communications casual and fun. This strategy not only increases customer satisfaction, but also engages and motivates employees. Businesses that put their trust and support in their customer service teams are often the businesses that stand out in their industry.
Interactive ecommerce tools, seamless omnichannel communications, and personalized packaging can help boost ecommerce customer satisfaction. That is because these tactics satisfy the fundamental psychological needs that all customers have.
Remember, people want to do business with other people. In the world of screens, texts, and limited face-to-face interactions, customers still crave humanity in business. So whatever tactics a company selects to keep their customers happy, they must have one thing that will speak to customers on a deep meaningful level: human touch.
Contributed by the Editorial Team of Miva Partner LiveHelpNow.
The Miva ecommerce platform powers some of the web’s most spectacular online stores—stores that benefit every day from our relationships with our partners and other valued providers. We work with our network of experts to create fresh, insightful content for all independent merchants. Interested in contributing to the Miva blog? Click below to learn more about our co-marketing opportunities.