In the budget studies of companies that we hear every year, you hear targets and strategies such as turnover, profitability, product development etc. much more than the customer. There is no problem with hearing these. But do you know how you can achieve this strategy that your company targets?
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Customer Satisfaction is the Most Important Point in E-Commerce
The most difficult thing in e-commerce is not to attract potential customers to the site, but to ensure that the incoming audience stays on the site, convinces them to buy and then provides a happy experience. For this reason, in order to be a successful e-commerce site, it is very important to monitor the movements of the audience and interpret them correctly in order to take the necessary measures.
The answer is actually so simple.''Happy Customer Experience''. Isn't what we call this experience actually what we do or what we try to do? Maybe yes, but sometimes some goals can blind our eyes and we forget the concept of "CUSTOMER", which is the key point that ensures the sustainability of our company by experiencing some temporary blindness.
Common statements of brands and managers who say they care about Customer Experience but unintentionally do not care;
?The customer is always right. But company rules come before him.
?This is the nature of e-commerce, sometimes we may not be able to supply.
?Give the customer a check, coupon and ensure their satisfaction.
?We do stock control well, but it overlapped with another order.
?User error this is not about us.
?We sent the order on time and intact. The problem is "Cargo and the XX Company
?We are studying this problem, we will put it on our agenda in 2024.
?We do not measure customer satisfaction, but our customers are satisfied with us.
?The profitability of our company is certain, we cannot give such a discount to our customers.
?Yes, we made a mistake, but unfortunately we can't make it up. Convince the customer!
?We need to reduce the number of Customer Service team too much.
?We cannot make technological investment for Customer Service team software this year.
?If customers write their complaints on platforms such as Şikayetvar.com, resolve them immediately.
?If customers write their complaints on Social Media platforms, resolve them immediately.
?If the customer reaches company partners or managers, solve it immediately.
?We need to see the decision of the Consumer Arbitration Committee to ensure customer satisfaction.
?We write Customer values in our Company Vision and Mission, but we do not implement them.
? We cannot help on behalf of Customer Satisfaction because it negatively affects our department goals.
If your company has at least 5 of the items mentioned above. 2023 'HAPPY CUSTOMER EXPERIENCE' means that you will not be able to reach the target. These items are actually the issues that show that our perspective on the general customer needs to be changed, but we cannot put into practice what we say, we cannot focus on. In order for your Customer Experience Team to be much more successful, you should definitely use the following 10 KPIs to measure and achieve your "CUSTOMER EXPERIENCE" goals.
?Net Promoter Score (NPS)?Customer Effort Score (CES)?Customer Satisfaction (CSAT)?Customer Retention Rate?Customer Churn Rate?First Contact Resolution (FCR)?Average Resolution Time (ART)?Customer Referral Rate?Monthly Active Users (MAU)?Monthly Customer Contact Rate (CCR)
Agility and automation will definitely be the drivers of the future customer experience. Price will not be the first priority for the customers of the future. The happy customer experience provided by e-commerce sites will gain much more importance. In this regard, brands need to take a more active role in differentiation. Brands that follow the agenda, listen to the customer and take immediate action will survive.
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