Search for “Sofa with foot-rest” on a furniture retailer’s website. Get asked: Were you looking for sofa with forest? Isn’t it a delightful experience – for masochists.
Wonder why your product returns are up? Hint: Hot weather in Timbuktu could spur job growth in Michigan!
You know what the link is between the ability of your contact center (and web self-service site) to solve customer problems and the rate of product returns? Knowledge management and findability.
Businesses pay a lot of attention to their supply and demand chains as they make and take products to market – and for good reason. What they often forget is the experience chain, or how the experience of in-house or partner sales and service agents (including outsourcers) affects the end-customer experience. Instead of taking a “whole-chain” approach to improving experiences, they fixate on and fix parts of the chain, only to fail or realize limited success from their experience initiatives….
Web retailers justifiably focus on reducing shopping cart abandonment. Real-time customer engagement tools like proactive offers, chat, and cobrowse can surely help here, and so can best practices outside technology. However, you need the shopping cart and the findability horse to “move” product (no pun intended) in a big way. Shoppers go through three distinct steps in their purchase process when they are on a website—find the product they need, decide or select among alternatives (including not buying), and buy….
Did you know that your best contact center based sales and customer service agents, and the knowledge they possess, can be “cloned” to maximize performance?
Without some level of system consolidation in CRM, you will have chaos. However, you don’t want to go from chaos to vendor bondage by rationalizing too much