Essential for the success of any retailer or online seller, customer satisfaction is influenced by a number of factors such as product quality, the presentation on the website or point of sale, the delivery, the deadline, among others
The combination of all of them is crucial for a good shopping experience, while a failure, even if a small delay in delivery, it can result in a bad experience and make the customer never want to shop at the store again.
A recent survey conducted by the Ovum Institute (an English consulting and research organization),it was found that 82% of respondents stop buying from a brand after having 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, high price, expensive freight, failures and poor user experience on websites and applications, lack of product options, restricted payment methods, long deadlines and limited delivery options, etc
For online stores, one of the most critical points is logistics, because delays and losses in packages cause a terrible shopping experience for the customer.In light of this, it is clear that efficient logistics, with a quality delivery, it is essential to retain the customer, being, therefore, a competitive advantage that cannot be ignored
Punctuality, cordiality in service and flexibility are the three key points for efficient logistics, since the consumer who buys online wants to receive their goods on time (or even earlier, if possible) and expects a humanized and personalized service, in addition to flexible opportunities for both delivery and payment
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 from end to end.This is because having the best storage structure and good inventory control, for example, does not guarantee that the customer leaves satisfied
On the other hand, having a good plan 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 those who shop in online stores– and they are even willing to pay more for it
Next, I relate the six main practices in the customer service area that can serve as a reference for companies operating in online sales and that wish to promote a humanized and efficient service
- Continuous trainingregular training of the team in empathy techniques, problem solving and personalization in service, reinforcing the proximity to e-commerce consumers
- Proactive problem solvingadoption of strategies that identify potential problems before they impact the customer
- Analysis of the customer journeyidentification of friction points in the customer journey to implement specific improvements
- Personalized action plansdevelopment of targeted solutions to reverse experiences, work on continuous improvement and increase retention
- Monitoring of metricsuse of indicators such as CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) to measure satisfaction and the impact of actions taken
- Multichannel channelstelephone service, 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 for increasing the conversion rate, both customer loyalty and the attraction of new clients. Furthermore, can make shipping more affordable and delivery times attractive for the consumer
