The Web has transformed the way people interact with retail organizations. High-speed internet connections mean that people visit many more retailers than before. The first interaction is crucial; with most new visitors looking for information, if help isn’t convenient and easy, then potential customers hit the back button and go to the next retailer in the search engine list.
The Web is also changing the way customers interact throughout the life cycle; support and service requests are fragmented across channels and customers expect the same process and information through each channel. In other words, customer journeys are omnichannel and they expect omnichannel experiences.
Industry challenges and eGain solutions
Bad service is a leading reason for defection
Poor customer service is one the major reasons why businesses lose customers. Retail organisations need to ensure that they can provide prompt, accurate responses to inquiries from prospective customers and offer a range of communication channels.
- eGain has worked with leading retail organizations to establish and maintain market leading Service Levels for email responses to sales inquires and support online customers complete transactions.
Self-service is more than call deflection
Customers increasingly expect to be able to get help online in a variety of ways that match their preference or the nature of their inquiry: FAQ, search, guided help, virtual assistant, or web collaboration.
- eGain has helped leading retailers support online enquirers and prospective customers to get self-help, automated email responses, or be guided through customer service issues.
Email customer service is tablestakes
Customers don’t expect your business to just have an email option. Emails provide a record of the outcome, but customers want chat and messaging, too. They like messaging for its convenience.
- eGain has helped leading retailers keep customers informed of order progress and provide excellent customer experiences through live human-assisted channels like email, chat, cobrowse, and messaging.
Outbound proactive notification
Called proactive customer service, outbound notifications over the customer’s preferred channel—email, SMS, or any other—to retail subscribers is an effective way to advise customers of potential benefits.
- eGain has worked with leading retailers to direct inbound email enquiries to agents with the most appropriate skills and to manage outbound email campaigns to subscribers with specific targeted offers.
- Send timely, multichannel alerts and communications to preempt customer service issues.
BEST PRACTICE ADVICE
In 1992, HBR published a seminal business process reengineering paper that urged executives to “staple” themselves to a customer order to identify broken links in the backoffice and the supply chain. The authors argued that an order is essentially a surrogate for the customer, and by following it from placement to fulfillment (i.e., by stapling themselves to it), executives would see the disconnects that conspire to ruin the order-to-fulfillment process, and ultimately the customer experience.
This can, in fact, be a low-hanging fruit to spur retail business growth. This article shows 4 steps by which you can use the same stapling approach to find and fix roadblocks to good shopper experiences.
It may be a flat world, but shopper journeys in the retail world are definitely not linear! How can you design memorable journeys? We have identified 10 steps for success in this paper.
eGain for Retail
Can there be a perfectly designed customer journey? Watch to know.