24 May Just like staff in a storefront, who’s manning your website?
Every consumer understands the value of retail employees in making customers feel welcome to a storefront. From their expertise, caring personal presence, and ability to communicate different benefits of products and services in a way different people can understand, retail employees drive the success of their locations.
However, in the implementation of E-commerce initiatives, many enterprises disregard the ability of service employees to provide the same level of engagement and convert visitors. As consumers grow more engaged than ever through mobile, it’s more critical for business to build the human connections they expect online, and the best way to do this is to properly deploy customer engagement in E-commerce.
Understanding the Comparison
Consider this – if you walked into a storefront and there was no one there to help you, how likely would you be to buy anything from that store? You could check out prices and even try products out, but if you’re not already an expert (and loyal) shopper, you’re unlikely to already have all the information you need to make an informed decision. This is why stores are staffed and customers have the opportunity to ask questions, while every who leaves without their needs attended to represents lost revenue for a business.
In reality, the experience customers have online is no different. If consumers won’t walk into an unstaffed store to make purchases, why would they buy from a website that doesn’t have the customer service they need to make informed decisions? Whether it’s the ability to request a call, start a chat, book an appointment or more, there are plenty of tools businesses need to implement to provide complete customer engagement.
The Right Engagement Platform Can Help
The voice a company uses to interact with its customers matters, and engagement tools can give E-commerce investments a voice in what is otherwise a soundless vacuum. Customers expect these tools – for instance, 70% of mobile searchers use click-to-call to connect with businesses they want to shop at, and 61% found it Extremely or Very Important in their purchasing decisions.
For those seeking passive interactions but still looking to be engaged, 63% of consumers report they are more likely to return to a website that offers Live Chat, while 44% report that being able to ask a live person questions before a purchase is one of the most important features a website can offer. What’s more, 62% of consumers report being more likely to repeat purchase because of Live Chat, and 38% report they had made a purchase as a consequence of a Live Chat.
Additional Tools Means There’s No End to Improved Experience
Furthermore, booking sales calls and interactions through an E-commerce environment can have added benefits, automating bookings 24/7 so that customers can approach when they’re ready. Furthermore, automated reminders and notifications that come with Scheduling can ensure that fickle web-browsers don’t forget the calls they book, while your business is assured even higher efficiency.
E-commerce investments need the support of a unified engagement platform – without it, enterprises are simply throwing terrible money after bad. Fully 86% of online customers are less likely to return to a company’s website after a poor experience, and 22% of consumer say it would only take a single poor experience for them to leave a website for good and shop elsewhere. 43% wouldn’t hesitate to share that experience with others, meaning a lack of engagement can kill your investment before it even gets off the ground.
Fully Developed Engagement Platforms are the way forward
It takes a village to raise a child, but it also takes every member of an enterprise being engaged and attentive to win a customer. Customers each have their own personal preferences and set the terms of their purchases, so when there are so many options for how they can get what they want through E-commerce, businesses ought to give them multiple ways to engage.
In the end, when getting a website to the point where it can parallel a storefront in its ease-of-use and engagement for customers, implementing the right customer engagement platform is the pivotal step. Without killer applications like Online Scheduling, Live Chat, Click-to-Call and even flexible form building at the disposal of customers, they are more and more likely to look elsewhere when confronted with an “un-manned” website.