The New Standards of Customer Experience Established by Ecommerce

Customer Experience By eCommerce.

Gone are the days when price and quality were the only measuring yardstick to purchase a product! In today’s digital era, customers are more inclined towards happiness and satisfaction they enjoy during the whole shopping experience. Huge discounts and Sales are not the only marketing strategy a brand should adopt anymore.

What more should brands focus on? When customers enter a store, they are greeted by the sales executives and feel special. At every step of the purchase, they enjoy a friendly and welcoming experience.

In today’s digital era, how do brands do that? How do e-commerce businesses deliver that level of personalized customer experience? For those brands that are comparatively new to the e-commerce space, how do they formulate their digital marketing strategies?

Let us understand the latest customer experience standards set by e-commerce companies. Equipping yourself with this knowledge is essential for growing your business.

What is E-Commerce Customer Experience (CX)?

Customer experience, or CX, is the customer perception of their experience with a brand during their whole interaction with them. The interaction can be before, during, and after they visit the online store.

Customers’ interaction at every touch-point frames their experience. Be it viewing an Ad on social media, buying your product, or reviewing it online. Throughout the process, they interact with the brand, which shapes their experiences.

Brands can formulate strategies to improve the Customer Experience at all the stages of the customer life cycle. This is Customer Experience Management (CXM).

Why is Customer Experience (CX) Important?

Brands invest a huge chunk of their budget in marketing their products and improving sales. What if the acquired customer has a bad experience? Experiences stay longer with the customers than paid advertisements and discount sales.

Positive or negative, customers communicate their brand experience through various channels. In today’s era of social media, you never know what will go viral. So, brands must improve the customer experience at every touch-point strategically.

This section discusses why managing the customer experience is crucial for a brand to survive.

1. Acquiring new customers through word-of-mouth. The power of word-of-mouth marketing has exponentially increased. Brands should leverage these powerful tools to acquire new customers. Compared to paid ads, customers acquired through word-of-mouth tend to be loyal.

2. Improve customer engagement. By improving the customer experience at every touch-point, brands engage with the customers personally. More interactions mean more engagement, leading to trust.

3. Improved Customer loyalty. By creating positive customer experiences, brands create loyal customers. Loyal customers become brand advocates and bring in new customers. Managing the customer experience reduces costly marketing failures and reduces costs significantly.

4. Better crisis management. Satisfied customers do not escalate complaints due to their trust in the brand. Instead, they communicate complaints directly, reducing the chances of public implications.

Customer Experience Standards Established by the E-commerce Companies

For brands that are new to the concept of Customer Experience Management (CXM), knowing the current industry trends would be of great help. It would be a starting point to help you implement a successful CXM strategy.

1. Social Commerce is on the rise

Today’s customers, especially Gen Z’ers, are more inclined towards social media platforms. They use these platforms not just to communicate but also to research and shop for their favourite brands. E-commerce companies have caught up with the trend.

In addition to having a dedicated e-commerce site, they also sell on social media platforms. Brands should improve their social media presence. They can communicate with their customers and prospects in real-time and promote and sell their products.

Social media platforms enable two-way communication. Brands can communicate their messages to their customers. In addition, they can get valuable customer feedback and indulge in corrective measures. Brands can do damage control on these platforms.

2. Customer-Friendly Web Design

To improve e-commerce customer experience, web design plays a crucial role. The design should make it easy for the customers to find what they want, place the order, checkout and pay easily. Easily navigable websites create a positive user experience. Optimal web design is also important to get your e-commerce website ranked at the top of the Search engine Results Page.

Check the below-mentioned pointers to build a customer-friendly website.

  • Make the website Mobile-friendly. More than half of online sales happen from mobile devices. So, it is essential that brands design e-commerce sites that are responsive to smartphones.
  • Offer high-quality product pages. Customers who are purchasing online without personally trying it on require more clarity. The product page should feature high-quality images and videos. The product page should have clear descriptions with accurate dimensions. Small businesses with limited items can make use of a platform like SendPulse, and build a product landing page instead of a clunky website that will require more resources. 
  • Easy checkout experience. One way to ensure easy and quick checkout is by creating an account for every user. By doing that, brands have all their customer data, enabling easy and fast checkouts.
  • Flexible payment options. E-commerce companies should offer a variety of payment options, including easy EMIs. It is one best ways to ensure repeat and loyal customers.

4. Artificial Intelligence and Machine Learning are the way Forward

Brands can enhance the customer experience by personalising it for them. Artificial Intelligence and Machine Learning technologies are used to collect and analyse customer data. AI is used to automate most routine tasks of the e-commerce business.

Brands can better segment their customers and target marketing efforts personalised based on their preferences.

Some ways today’s e-commerce companies are using AI are listed below.

  • AI-powered chatbots. Provide a human-like experience to the users with the help of chatbots. These chatbots automate most interactions with customers on the e-commerce platform.
  • Smart Logistics. Improve the service experience of the customers using AI. Improve logistics and delivery by automating warehouse management with AI technology.
  • Recommendation Engine. AI and ML are used to understand customer browsing and purchase behaviour. Using this, brands can recommend relevant products and offers to their customers.

5. Augmented Reality takes centre-stage

Technological advances have taken the e-commerce customer experience to the next level. One of the drawbacks of e-commerce shopping is that customers cannot have a real-time experience with the product.

Especially with brands selling apparel and accessories, customers would like to try on the product. AR technology is solving this shortcoming. Users can upload their pictures and look at how the product will look on them. It allows the customers to experience the product digitally.

6. Implement an Omni-channel Approach

Customers switch between various platforms before actually making a purchase. Customers visit the website, various e-commerce platforms, social media pages, etc. They research various platforms and compare them before purchasing.

Similarly, e-commerce websites should be accessible across all devices. Ranging from laptops, and mobile devices, to tablets, the e-commerce experience should be uninterrupted. The customers should be able to switch seamlessly between devices.

To create a seamless customer experience, brands should be available on all platforms on all devices.

Key Takeaway

Irrespective of online or offline shopping, customers always treasure good brand experiences. On e-commerce platforms, managing the customer experience is one of the best ways to improve customer retention and loyalty.

Customers must enjoy a positive experience at every purchase stage – pre-purchase, during, and post-purchase. They must enjoy a good product, service, and overall brand experience. With good Customer Experience Management strategies, brands can sustain and grow exponentially.

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