"There is only one boss: the customer." This is the lesson that Sam Walton, founder of Walmart, shared with the world. And he was right. In its business model, Walton has focused on consumer experience and, more than 50 years after the opening of its first store in 1962, the group ranks as the largest retailer in the world. Although it seems obvious, the entrepreneur's thinking warns of how serious the customer experience should be taken by organizations. And one thing is certain: he (customer) expects no less than the excellence of his service.
While bringing numerous advantages, the digital age also created a problem: that of distancing the consumer from human contact. When choosing, comparing and buying on the Internet, the customer stops interacting with employees and disregards this factor when building the image about the company. But then how to conquer it? Through an experience.
An easy-to-navigate website that features complete product information is the first step to customer loyalty. After all, it is in that space that he must decide to buy and your site should support him about it. In addition, there are some other points to consider:
- Responsive layout that suits various devices.
- Certified site , which leaves the user easy to access.
- Good loading speed to avoid abandonment.
- Simple and intuitive design that makes navigation easier.
Good prices will surely appeal to you as well, but nothing is more important than the moment you receive the product. It is at this stage that the consumer deposits his biggest chips and any slip can take him away from your business for a long time (or even forever). However, it is at this stage also that many companies have sinned.
Most e-commerce companies still do not see the logistics moment as a determining part of their product, so they stop thinking about solutions to improve it. The result is an area lacking progress, with operations and process failures.
Key actions that impact customer experience during the logistics phase include:
The expectation of receiving the order is the most delicate moment in the entire buying journey. Therefore, it is essential to treat it with the care it deserves. We spoke with Product Head of Pro Courier Service in Boca Raton, who gathered some tips on how to make this step a more enjoyable experience.
Being held hostage to single-carrier contracts leaves companies limited to conditions such as pricing and terms, which reflect consumer experience. Ideally, expand the range of options to ensure margins and flexibility in the services provided. In addition to minimizing the chance of failure, the practice can save money.
Features like fast, express and same-day delivery are the new bets to make delivery a competitive advantage within companies. These formats, coupled with good prices, please consumers, who prioritize e-commerce when shopping.
Make the exercise of listing all the problems that can ruin the consumer experience. Think from the details during purchase to delivery. Is the recipient's address in a rural or hazardous area? We need to rethink the experience offered to these profiles.
Introduce different service formats so your customer can communicate with you with questions or complaints. This makes him feel supported by all his needs.
Problems inevitably happen, but they must be anticipated before they reflect on the customer experience. If it still happens, look for a solution that will make you comfortable and satisfied.
All of these tips reflect on a positive customer experience and how they see the business, but they also help build a healthy growth structure in the organization. Key impacts caused by a satisfied consumer include:
- Increased average ticket.
- Reduction in marketing investments.
- Brand loyalty.
- Engagement.
- Decreased attendance costs.
And what has your company been doing to improve the customer experience?
Share with us!