eCommerce Principles - do’s and don’ts
Black Friday sales have come and gone for another year, and I've had both good and bad experiences this year. This prompted me to consider the best customer experience (CX) for e-commerce shopping and product delivery in 2022.
Here are some important factors to consider:
Shopping should be simple and convenient. The e-commerce platform should be simple to use, with a clear and intuitive interface that allows users to easily find and buy the products they want.
Fast and trustworthy delivery: The e-commerce platform should provide a variety of delivery choices, including fast and dependable service that assures clients receive their products on time and in good condition.
Secure payment choices: To protect clients' personal and financial information, the e-commerce platform should offer secure payment options such as encrypted transactions and fraud prevention.
Customer service that is customised and responsive: The e-commerce platform should provide personalised and responsive customer care, with experienced and helpful employees accessible to assist consumers with any queries or problems they may have.
Consistent and transparent communication: Throughout the shopping and delivery process, the e-commerce platform should provide consistent and transparent communication, keeping customers aware of the status of their orders and delivering updates and notifications as needed.
CX for eCommerce
Overall, the best CX for internet purchasing and product delivery would be simple, quick, secure, personalised, and transparent, giving customers a seamless and happy experience from beginning to end.
I've grown used to the great (CX) features from Amazon, such as next-day delivery, one-click purchasing, and flexible return policies. These features build trust and encourage repeat purchases and loyalty. They get things right most of the time and the CX first approach is reflected in everything they do.
But what about those previous negative experiences?
I won't name names, but my experiences this year have surprised me, so here's a list of 7 things to try and avoid.
Delivery was slow - shoes from one well-known brand took two weeks to arrive. They provided excellent transparency throughout the entire process, from the order to packing, shipping, customs, local shipment, and eventually the product arriving at my home. However, it took two weeks, and the communication was a continual reminder of the delay! I was kicking myself for not using Amazon, which would have delivered the same product in two days.
Wrong product - One supplier had a positive online experience; nevertheless, the incorrect product was packed in the warehouse. Make sure your fulfilment team and processes are up to par so you can be confident that the correct product is packed and delivered each and every time.
Out of Stock - This may seem simple, but make sure you promote the stock on your website and remove items that are out of stock.
Incorrect Pricing - One service I utilised advertised discounted products using Google Ads, which appeared as a Sponsored link. When I visited the website using the Sponsored product link, I realised that the item's price had no longer been lowered. To prevent making this mistake, remember to turn off paid ad campaigns as you will still be liable to honour the discounted price.
Customer Service Barriers - Two well-known brands were unable to exchange merchandise in-store. A good example of an internal process impeding good CX and resulting in poor brand perception.
Customer-inconvenient return policies - After delivering the incorrect product to me, one brand advised that they would cancel my purchase, I'd need to ship back the incorrect item, wait 10 days for a credit, and then I could re-order the items. To save consumer inconvenience and delay, a simple option would have been to send out the products ordered.
Customer service - Bad line quality, extended wait times, and dropped calls are all red flags. It is also critical to keep a log of customer calls and to call the customer back if the line goes down.
The list is by no means exhaustive; it is only a recap of my poor experiences. It informs me that there is still a lot of work to be done!
