Excellent customer experiences and relevant touchpoints, across all channels, are rapidly becoming the focal point for smart marketers. Customer satisfaction is not a goal anymore. It is – or should be – a basic component of your business DNA. All customer experiences must be optimized to move beyond the level of satisfaction.
Obviously, perfection is a goal and seldom a reality in business (or in life, for that matter). In the end, it’s about people. However, increasing customer satisfaction and raising it to the next level by striving towards perfect experiences is an ongoing task, whatever role you have in sales, marketing, management, support or any other function.
Shopping-related customer experiences are obviously crucial, before, during and – let’s not forget it – after the purchase.
comScore released a new report, “The Online Shopping Customer Experience Study,” providing insights into consumers’ online shopping behaviors and preferences.
The focus of the report is not on the buying behavior as such, but it looks at all stages (from pre-purchase to post-delivery) and how customer perceptions during these stages enhance the customer experience. It also shows which shipping and post-purchase services enhance the customer experience.
One of the findings is that 42% of shoppers have abandoned shopping carts due to the timing of delivery. Shipping and timing are just a few of the many important factors in the overall customer experience, and thus efficiency of your business, handling return deliveries another. The report also, among others, looks at factors taken intro consideration when comparison shopping. Consumer/peer reviews account for 13%, shipping charges for 23% and shipping speed for 13%.
And keep optimizing, across all processes, channels and stages in the customer journey and customer life cycle, by being more relevant and focusing on all touchpoints.
Continuous improvement, building an optimization team, including relevance, optimization in your DNA and being customer-centric…