In my last blog I looked at the
important role the call centre team can play in improving customer experience
in a multichannel environment.
In part two, we explore the steps companies can
take to close the multichannel customer experience gap.
Just how important is your customer
contact centre to you?
For some companies, call centres are seen as a
last resort for extremely frustrated customers who have struggled online or in
store and need assistance completing their transaction.
In reality, the
customer contact centre is at the forefront of customer experience and can
often be the only ‘human’ interaction a customer has with a brand.
Customer Struggle report that we produced recently
with Econsultancy found that the majority of etailers (76%) generally first
become aware of website issues when customers call or email the contact centre.
The problem with this method and other feedback channels, such as voice of
customer feedback forms, is that the onus is on the customer to help recreate
or replicate the issue in question.
The ‘future of the high street’ debate found its way back
into the spotlight again recently with the opening of Europe’s largest shopping
centre at the site of London’s Olympic stadium.
Last month, Stratford’s Westfield shopping centre, a £1.45bn hulk of glass, steel and concrete, covering 1.9m
square feet and home to 300 shops, 70 restaurants, a 14 screen cinema, bowling
alley, casino and three hotels, opened its doors to 160,000 eager shoppers.
There has been some interesting debate on
Econsultancy recently looking at the
pros and cons of mobile apps and mobile websites.
For me, the most
interesting discussion point is not the technical merits of both, but the importance
of customer experience in defining mobile strategy.
Perhaps ignorance is bliss, but it’s certainly not in the recipe for commercial success. To eliminate
the things that cause their customers to struggle online, organisations must first gain
insight into the experience they provide.
They must identify the site issues
that are most impactful to their bottom lines and remedy them quickly to minimise the number of
customers affected by the problems.
If you were to ask digital marketers how effective their marketing budget is at delivering results, they’d probably share some great statistics about metrics, return on investment and customer engagement.
The fact is that while few will admit it, not many companies are getting maximum return on investment for their digital marketing efforts.
UK consumers are incredibly web savvy these days.
After 15 years of e-commerce, there is zero tolerance for sites that don’t
deliver a near perfect experience and, with competitors a click away,
ebusinesses have never had to work so hard to keep our custom.
But this intolerance has built up over a
number of years; it wasn’t like this in the early years of the internet.
As a company, we aim
to give online businesses greater visibility into what their customers actually
see and experience online.
And time and time again we see companies shocked by
the fact that, often, their websites just aren’t designed with their customer
When it comes to Christmas shopping, there
really is no time to rest for retailers. Christmas 2010 might be done and
dusted, but now is the time to sit down, look at what went well, what didn’t,
and fine tune strategies for 2011.
E-commerce figures for Christmas 2010 are heartening for the beleaguered retail sector. Tealeaf research found 44% of UK shoppers increased the amount of online shopping they did this Christmas.