How to Improve Customer Experience in Online Retail
Posted: Thu Dec 26, 2024 4:42 am
How to Improve Customer Experience in Online Retail
Customer experience is what helps companies beat competitors and sell at a higher price. Research confirms that 86% of shoppers are willing to choose another store if it provides them with a better customer experience.
The article explains what factors can improve the customer experience and how a retailer can achieve this.
Omnichannel: Make your store experience seamless
Segmentation: Show your customers that you know their preferences
Communication: Respond to customers quickly and where they want
Automation: Improve service and reduce human error
Loyalty program: retain and return customers
Feedback: Collect customer reviews and comments in their profile
Omnichannel: Make your store experience seamless
39% of entrepreneurs believe that the lack of interaction history lebanon phone numbers reduces customer loyalty. Today, a customer came to an offline store, tomorrow he wanted to spend bonuses on the website, and the day after tomorrow he decided to clarify information about an order in a messenger. If you do not save requests, you will have to restore the customer's history each time. The manager will waste time, and the customer will wait longer for an answer.
The solution is to make communications and the entire customer experience seamless. For this, the beyosa company , for example, combined an online store and retail outlets with RetailCRM. Customer data from offline and online is saved in the CRM system, along with the history of orders and communications. Retail sellers have access to RetailCRM, and they can communicate with customers in chats, track the purchase history and see which segments the customer is in.
3 unusual cases of using RetailCRM
"Our process is structured in such a way that online store managers see retail sales, and offline store salespeople see online sales. This allows us to recognize the buyer and offer him a particular product or related product in a timely manner."
Alexander Litvinov
Alexander Litvinov
Product Owner beyosa
Segmentation: Show your customers that you know their preferences
86% of customers say that an individual approach increases their loyalty to the company. And 66% are ready to leave the brand if their experience is not personalized.
To provide an individual approach to the client, collect all the information about him. This will help track interests, take into account the buyer's needs and offer him suitable products.
This is what the clothing brand Cave does . The company actively uses email marketing. Thanks to the information stored in the client card in RetailCRM, the brand segments the audience and sends out personalized offers. For example, those who have already ordered children's clothing are sent a letter "The child is growing, it's time to update the wardrobe", and lovers of dresses are sent new relevant selections.
Example of personalized mailing from Cave
An example of a personalized mailing from Cave. The recipient's name is taken from variables, and the segment itself is formed from those who have already bought dresses
This communication strategy helped the company increase sales from email newsletters from 35% to 60% in a year and a half. Now, Cave receives an average of 250-300 thousand rubles from one newsletter, and the most successful one brought in orders for 1 million rubles. In it, the company sent out a current selection of products and a limited-time promo code before the New Year.
Communication: Respond to customers quickly and where they want
In offline stores, customers get answers to their questions instantly. They expect the same thing online. But if managers take several hours or days to respond, the buyer may go to a place where they respond faster. The boxing equipment brand Ultimatum Boxing
faced this problem . Managers could not respond to the client for 1-2 days because they did not see the message or did not have access to the messenger. The manager had to connect himself and correspond with clients. When the company implemented RetailCRM, they immediately set up the "Chats" module . This allowed us to collect dialogues in a single window and improve the process of communication with clients. Now managers see who needs an urgent response, and messages do not go unnoticed.
82% of customers believe that an immediate response to their question is an important indicator of good service.
"The ability to gather all messengers in one feed is impressive. We have Instagram*, VKontakte, WA Business, Telegram connected. Now we actively use Chats, and I can focus on business development, rather than correspondence with clients"
Sergey Ivanyutin
Sergey Ivanyutin
Founder of Ultimatum Boxing
If the manager cannot answer right away, quick replies help to close the gaps in communication . The company uses them where appropriate. For example, to say hello in response to a customer's message, or to write "I'll get back to you now" if the manager is busy. This way the buyer sees that his message has been responded to, and he is ready to wait.
"Thanks to RetailCRM, the level of our client relations has grown and become more manageable. Managers received not only a requirement on how to do this, but also a tool. The service component has increased with the implementation of RetailCRM" - Sergey Ivanyutin, founder of Ultimatum Boxing
Automation: Improve service and reduce human error
A client may go to a competitor not only because of slow responses, but also because of slow service. For example, when a manager takes a long time to process an order or makes mistakes when processing payment and delivery. This happened at the home goods hypermarket Tvoi Dom . Managers spent 4-5 hours on manual labor, switched between services and often made mistakes.
The company worked on a home-made system and could not limit the actions of operators. A manager could press any button and accidentally process an unpaid order or send it for delivery without documents.
86% of customers say they would switch companies because of poor customer service or if they knew another brand would provide a better experience.
"Due to the human factor or technical failure, there were downtimes, quite serious ones. While we spent several hours figuring out "what was going on", "who pressed which button", "whether the documents were printed or not", everything was at a standstill. Neither the call center managers nor the logistics managers could continue working" - Sergey Bushev, Head of Analytics Department, Tvoy Dom
As a result, the company lost 20,000 orders. These were orders that simply did not reach the system and remained unprocessed.
To automate the work and improve the service, Tvoy Dom switched to RetailCRM. The company began using triggers and validations, which relieved the load on operators and reduced human error.
"RetailCRM opened up triggers and validations for us. We simply dug into the system, understood how it works, and immediately started running it. For example, now a manager cannot save an order if it is not paid for or if the address only contains a city. And these are not all the validations that work for us.
There are currently more than 60 triggers working in the system. Automatic notifications of clients about order statuses, notifications of operators about certain important actions that they must take in an order. Marketing/trigger letters to clients after the client receives the order. There are also technical triggers. For example, assigning an order type, etc."
Emil Orudzhev
Emil Orudzhev
Head of the online store Tvoy Dom
Another assistant to managers of Your Home is the robot Robin. It was set up to process incoming traffic of the online store. The robot looks at the order and, depending on the conditions, immediately sends it for assembly or connects the manager. For example, if the client did not specify the delivery address, Robin will transfer such an order to the operator. The manager will then contact the client.
Customer experience is what helps companies beat competitors and sell at a higher price. Research confirms that 86% of shoppers are willing to choose another store if it provides them with a better customer experience.
The article explains what factors can improve the customer experience and how a retailer can achieve this.
Omnichannel: Make your store experience seamless
Segmentation: Show your customers that you know their preferences
Communication: Respond to customers quickly and where they want
Automation: Improve service and reduce human error
Loyalty program: retain and return customers
Feedback: Collect customer reviews and comments in their profile
Omnichannel: Make your store experience seamless
39% of entrepreneurs believe that the lack of interaction history lebanon phone numbers reduces customer loyalty. Today, a customer came to an offline store, tomorrow he wanted to spend bonuses on the website, and the day after tomorrow he decided to clarify information about an order in a messenger. If you do not save requests, you will have to restore the customer's history each time. The manager will waste time, and the customer will wait longer for an answer.
The solution is to make communications and the entire customer experience seamless. For this, the beyosa company , for example, combined an online store and retail outlets with RetailCRM. Customer data from offline and online is saved in the CRM system, along with the history of orders and communications. Retail sellers have access to RetailCRM, and they can communicate with customers in chats, track the purchase history and see which segments the customer is in.
3 unusual cases of using RetailCRM
"Our process is structured in such a way that online store managers see retail sales, and offline store salespeople see online sales. This allows us to recognize the buyer and offer him a particular product or related product in a timely manner."
Alexander Litvinov
Alexander Litvinov
Product Owner beyosa
Segmentation: Show your customers that you know their preferences
86% of customers say that an individual approach increases their loyalty to the company. And 66% are ready to leave the brand if their experience is not personalized.
To provide an individual approach to the client, collect all the information about him. This will help track interests, take into account the buyer's needs and offer him suitable products.
This is what the clothing brand Cave does . The company actively uses email marketing. Thanks to the information stored in the client card in RetailCRM, the brand segments the audience and sends out personalized offers. For example, those who have already ordered children's clothing are sent a letter "The child is growing, it's time to update the wardrobe", and lovers of dresses are sent new relevant selections.
Example of personalized mailing from Cave
An example of a personalized mailing from Cave. The recipient's name is taken from variables, and the segment itself is formed from those who have already bought dresses
This communication strategy helped the company increase sales from email newsletters from 35% to 60% in a year and a half. Now, Cave receives an average of 250-300 thousand rubles from one newsletter, and the most successful one brought in orders for 1 million rubles. In it, the company sent out a current selection of products and a limited-time promo code before the New Year.
Communication: Respond to customers quickly and where they want
In offline stores, customers get answers to their questions instantly. They expect the same thing online. But if managers take several hours or days to respond, the buyer may go to a place where they respond faster. The boxing equipment brand Ultimatum Boxing
faced this problem . Managers could not respond to the client for 1-2 days because they did not see the message or did not have access to the messenger. The manager had to connect himself and correspond with clients. When the company implemented RetailCRM, they immediately set up the "Chats" module . This allowed us to collect dialogues in a single window and improve the process of communication with clients. Now managers see who needs an urgent response, and messages do not go unnoticed.
82% of customers believe that an immediate response to their question is an important indicator of good service.
"The ability to gather all messengers in one feed is impressive. We have Instagram*, VKontakte, WA Business, Telegram connected. Now we actively use Chats, and I can focus on business development, rather than correspondence with clients"
Sergey Ivanyutin
Sergey Ivanyutin
Founder of Ultimatum Boxing
If the manager cannot answer right away, quick replies help to close the gaps in communication . The company uses them where appropriate. For example, to say hello in response to a customer's message, or to write "I'll get back to you now" if the manager is busy. This way the buyer sees that his message has been responded to, and he is ready to wait.
"Thanks to RetailCRM, the level of our client relations has grown and become more manageable. Managers received not only a requirement on how to do this, but also a tool. The service component has increased with the implementation of RetailCRM" - Sergey Ivanyutin, founder of Ultimatum Boxing
Automation: Improve service and reduce human error
A client may go to a competitor not only because of slow responses, but also because of slow service. For example, when a manager takes a long time to process an order or makes mistakes when processing payment and delivery. This happened at the home goods hypermarket Tvoi Dom . Managers spent 4-5 hours on manual labor, switched between services and often made mistakes.
The company worked on a home-made system and could not limit the actions of operators. A manager could press any button and accidentally process an unpaid order or send it for delivery without documents.
86% of customers say they would switch companies because of poor customer service or if they knew another brand would provide a better experience.
"Due to the human factor or technical failure, there were downtimes, quite serious ones. While we spent several hours figuring out "what was going on", "who pressed which button", "whether the documents were printed or not", everything was at a standstill. Neither the call center managers nor the logistics managers could continue working" - Sergey Bushev, Head of Analytics Department, Tvoy Dom
As a result, the company lost 20,000 orders. These were orders that simply did not reach the system and remained unprocessed.
To automate the work and improve the service, Tvoy Dom switched to RetailCRM. The company began using triggers and validations, which relieved the load on operators and reduced human error.
"RetailCRM opened up triggers and validations for us. We simply dug into the system, understood how it works, and immediately started running it. For example, now a manager cannot save an order if it is not paid for or if the address only contains a city. And these are not all the validations that work for us.
There are currently more than 60 triggers working in the system. Automatic notifications of clients about order statuses, notifications of operators about certain important actions that they must take in an order. Marketing/trigger letters to clients after the client receives the order. There are also technical triggers. For example, assigning an order type, etc."
Emil Orudzhev
Emil Orudzhev
Head of the online store Tvoy Dom
Another assistant to managers of Your Home is the robot Robin. It was set up to process incoming traffic of the online store. The robot looks at the order and, depending on the conditions, immediately sends it for assembly or connects the manager. For example, if the client did not specify the delivery address, Robin will transfer such an order to the operator. The manager will then contact the client.