Often customer management is confused with the mere implementation of a more or less sophisticated CRM software, without taking into account all the relational aspects and possible touch points involved to achieve total customer satisfaction during the customer journey. So, what do you need to know to create effective eCommerce customer management?
Customer Management for eCommerce: what you need to know
For an eCommerce, the fundamental touch point is triggered exactly one minute after the credit card has been entered and the first payment made. When a user makes a purchase on an eCommerce is always animated by a whole series of doubts and questions, such as: "Will this online store be safe?" or "Will the product arrive in time for when I need it?" and also "What are the conditions of purchase?".
We must immediately make it clear to the user that on the other side of the screen there is an available structure, a first level customer support ready to accept his order, meet deadlines, its instructions and accept any cancellations, returns or product change.
The ability to chat in real time to have answers to individual issues at events, discounts and promotions ad hoc, is another methodology much appreciated by customers and then can be implemented.
Development of a personalised way of communicating.
At the same time, we must develop a system of contact with customers in order to make them feel members of a community dedicated to their needs, their passions and ready to accept any indications and suggestions. In this context, therefore, are totally banned maximum and generalized communications such as newsletters and/ or offers to all users without considering the different type of target of references, preferences and buying habits.
Instead, they are important dedicated offerings, for example at certain times of the year such as birthday, an anniversary rather than a holiday.
Reviews are another very important element to consider and evaluate systematically, on which to open processes of analysis and improvement to build a spiral of optimization of relationships with a view to customer satisfaction.
Measuring customer satisfaction
In customer management for eCommerce, it is necessary to develop customer satisfaction surveys, to get in continuous discussion as a brand or company, and to create a spiral of permanent improvement. Customer satisfaciton surveys allow you to get valuable tips to increase the value of the customer experience with the brand.
Another interesting solution is the creation of contests and digital formulas of member get member (present a friend) in order to develop the customer database through loyalty and incentive operations.
Summarizing therefore for any company and in particular for an eCommerce, in addition to lead generation activities, the focus should be placed on all customer database management activities, in order to create an adequate and continuous space in a super competitive market that does not forgive mistakes.
Do you want to understand a little more and check what E-Business Consulting can do operationally for your brand, for your physical and/or online store? Come and visit us on May 3-4 at the eCommerce Forum at Netcomm, we are waiting for you at stand A-14 at MICO in Milan!