Essential for 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, timeframe, among others.
The combination of all these is crucial for a good shopping experience, while a failure, even a small delivery delay, can result in a bad experience and make the customer never come back to shop at the store.
A recent survey conducted by the Ovum Institute (an English consulting and research organization), found that 82% of respondents stop buying from a brand when they have a single 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, failures and bad user experience on websites and apps, lack of product options, restricted payment methods, long lead times and limited delivery methods, etc.
For online stores, one of the most critical points is logistics because delays and package losses cause a very bad shopping experience for the customer. Therefore, it is clear that efficient logistics, with quality delivery, is essential to retain customers, being therefore, a competitive advantage that cannot be ignored.
Punctuality, courtesy in service, and flexibility are the three determining points for efficient logistics, since the consumer who buys online wants to receive their merchandise on the scheduled time (or even earlier, if possible) and expects a humanized and personalized service, as well as flexible opportunities for both delivery and payment.
Logistics operations have 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. This is because having the best storage structure and good inventory control, for example, does not guarantee that the customer will leave satisfied.
On the other hand, having a good plan to reduce delivery times can be a significant differentiator. After all, having the products in hand as quickly as possible is one of the main desires of those who shop at online stores – and they are even willing to pay more for it.
Below, I list the six key practices in the area of customer service that can serve as a reference for companies operating in online sales and aiming to promote a humanized and efficient service:
- Continuous training: regular training of the team in empathy techniques, problem-solving, and personalized service, reinforcing closeness with e-commerce consumers.
- Proactive problem resolution: adoption of strategies that identify potential problems before they impact the customer
- Customer journey analysis: identification of friction points in the customer journey to implement specific improvements.
- Customized action plans: development of targeted solutions to reverse experiences, work on continuous improvement, and increase retention.
- Metric monitoring: use of indicators such as CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) to measure satisfaction and the impact of actions taken.
- Multichannel Channels: customer service via phone, chat, social media, 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 function as a tool to increase conversion rates, both in loyalty and attracting new customers. Additionally, it can enable more affordable shipping costs and attractive delivery times for the consumer.
