How are Brands Upgrading CX for Their Online Shoppers
E-Commerce is no longer a differentiator in the retail landscape. As consumers have flocked to the online shopping as pandemic hit, leading retailers are now increasing investments in developing digital capabilities to innovate and deliver a personalized, streamlined and trusted customer experience for higher conversions.
Latest digital retail trends are expected to be about polishing personalized omnichannel consumer experiences to meet these rising expectations.
Build Your Customer Wiki
As a returning customer walking into a physical store of our favorite brands, we will be impressed and delighted if the salesperson is able to recall what we like and give us tailor-made recommendations, which increase the chance of us purchasing those items.
This is the exact reason why building a centralized platform to store all your customer information is of essence to increase ROI and boost sales growth.
By connecting all online sources like websites, apps and contact centre, having all your customer preference, purchase history, segmentation and browsing behaviors in one place continuously give you relevant in-depth insights to refine your personalized engagement strategies and identify opportunities.
Let's go back to the in-store example mentioned earlier. Combing your Customer Wiki with marketing automation solutions, for example, sending tailor-made offers to targeted segmented audience, is like having that professional salesperson serving each of your customers - providing accurate recommendations and driving better conversions every time your customers arrive your online store.
Omnichannel Representative-to-Customer Support
Studies revealed that social media and chat apps represent the most effective channels to resolve customers' inquiries. Given they are easily accessible, consumers are leaning into these timely and real-time tools to seek immediate service from brands.
As brands are opening up different channels to engage and handle customers' needs via various channels such as live chat, social media, chat apps and contact centres, the ability to manage and oversee all customer service tasks in one single place is critical.
With all the conversations scattered, you will need a hub to centralize all the interaction histories in order to provide contextualized and streamlined support promptly. Also, unifying all communication on a single contact platform can minimize the room for human error by breaking the operational silos.
Elements of customer self-service like chatbots and FAQ pages are also part of a comprehensive customer service strategy. 69% of consumers prefer to use chatbots for the speed at which they can help communicate with a brand nowadays.
By deploying chatbots to provide instant information and answer common questions, brands are able to fulfil the need of immediacy, reduce representatives' burden and handle higher volume of queries 24/7/365.
You can either build simple keyword-driven chatbots or more complex AI-powered chatbots to take care of different scenarios depending on the complexity level.
To ensure your chatbots are offering frictionless self-service, these features are also of importance: multi-layer security, the ability to integrate with external systems such as CRM and payment gateway, and the availability over various communication channels like WhatsApp, Facebook Messenger, Instagram Messages and SMS.
Fun and Interactive Engagement
Leading organizations are also looking to deliver memorable and fun engagements to differentiate in the market.
To make the shopping experience more interactive and engaging, brands are trying to recreate physical experiences and tackle the downfalls of e-commerce experiences, for example customers might want to ask questions about the products or the lack of tangible interaction with products.
For example, using livestream videos to showcase and sell products via interactions with shoppers in real time helps you bring the products closer to customers in a way of engaging with humans. The host demonstrated the products from different angles and interact with the products in a way that customers might do, providing a virtual in-store experience and increase the conversation rate.
The metaverse is also shaping the future of the retail landscape via NFTs and immersive technologies like augmented and virtual reality (AR & VR). Brands start looking to incorporate technological innovations to merge the offline and online commerce.
A good digital experience is about focusing on addressing consumers' desire for personalization, convenience, speed and engagement.
To stand out from the crowd, these are the next few trends you can act on - building an insightful customer information platform with actionable AI, creating a well-managed omnichannel environment for streamlined customer service, deploying intelligent customer self-service chatbots and incorporating innovative technologies to fill the gap between offline and online commerce.
Get in touch to learn how you can upgrade the customer experience with the latest technology trends for a higher conversion rate.
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