Essential to the success of any retailer or online seller, customer satisfaction is influenced by a series of factors such as product quality, presentation on the website or point of sale, delivery, deadline, among others.
The combination of all of them is crucial for a good shopping experience, while a failure, even a small delay in delivery, can result in a bad experience and cause the customer never to return to the store.
A recent survey conducted by the Ovum Institute (an English consultancy and research organization) found that 82% of respondents stop buying from a brand after having just one bad experience.
There are many negative points that affect the user experience in e-commerce. Among some of the elements that most displease consumers during the online shopping process are: high prices, expensive shipping, website and app glitches and poor user experience, lack of product options, restricted payment methods, long delivery times, limited delivery options, etc.
For online stores, one of the most critical points is logistics, as delays and lost packages create a poor shopping experience for the customer.Therefore, it is clear that efficient logistics, with quality delivery, is essential to retain customers, and therefore, a competitive differentiator that cannot be ignored.
Punctuality, friendly service and flexibility are the three determining factors for efficient logistics, since consumers who buy online want to receive their goods within the expected time frame (or even earlier, if possible) and expect personalized and humanized service, as well as flexible delivery and payment options.
The logistics operation has a direct influence on the consumer's perception of the store where they placed their orders. However, it is necessary to think end to end.Because having the best storage infrastructure and good inventory control, for example, does not guarantee that the customer will leave satisfied.
On the other hand, having good planning to reduce delivery time can be a great differentiator. After all, having the products in hand as quickly as possible is one of the main desires of online shoppers – and they are even willing to pay more for it.
Below, I list the six main practices in the area of customer service that can be a reference for companies that work with online sales and that want to promote humanized and efficient service:
- Continuous training: regular training of the team in empathy techniques, problem-solving and personalized service, reinforcing proximity to e-commerce consumers.
- Proactive problem solving: adopting strategies that identify potential problems before they impact the customer
- Customer Journey Analysis: identifying friction points in the customer journey to implement specific improvements.
- Personalized action plans: development of targeted solutions to reverse experiences, work on continuous improvement and increase retention.
- Metrics monitoring: use of indicators such as CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) to measure satisfaction and the impact of the actions taken.
- Multichannel channels: service via telephone, chat, social networks and digital portals, allowing customers to choose the most convenient channel for their interactions.
When well planned and executed, efficient logistics in e-commerce can serve as a tool to increase the conversion rate, both in terms of loyalty and attracting new customers. Additionally, it can enable more affordable shipping and attractive delivery times for the consumer.
