How to Develop a Strategy for Your Amazon Business
Now more than ever before, the happiness of your past, current, and future customers matters. For your ecommerce brand to succeed, sustain, and grow over time, you have to make customer service, customer support, and customer experience a priority. Here are some reasons why, as shared by sellerspirit
Americans tell an average of 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience.
33% of Americans say they’ll consider switching companies after just a single instance of poor service.
U.S. companies lose more than $62 billion annually due to poor customer service.
U.S. consumers are willing to spend 17% more to do business with companies that deliver excellent service, up from 14% in 2014.
In this article, I’ll help you understand what customer experience actually is, why it matters, and how to develop a winning strategy for your ecommerce business.
I’ll wrap up by offering a few resources that you might find useful as you work to invest in and improve customer experience for your online store.
Let’s dig in.
What is Customer Experience?
Before you can develop a winning customer experience strategy for your business, you first need to understand what customer experience is and how it can play a role in the success or failure of your e-commerce store.
Here’s how I define customer experience as it relates to the ecommerce industry:
Customer experience is the perception people have of your brand and products based on their personal interaction, research, and ongoing relationship with you. This perception ultimately influences future purchasing behavior, word of mouth, and brand loyalty.
Customer experience isn’t just about a single interaction that your customers have with you. It doesn’t start and end with the purchase. Instead, it’s always on—the perception that your past, current, and future customers have about you are always being impacted by a number of factors—factors that are both inside and outside of your control.
Factors that are in your control are things like your unboxing experience, your commitment to providing stellar customer support, the ordering process you take your customers through when they purchase products on your website, and your willingness to delight customers at every turn,
Factors that are outside your control—at least initially—are things like reviews and write-ups from unhappy customers or bloggers, marketing campaigns and growth efforts from competitors, and local delivery issues that your customers might experience after you ship your products to them.
As a business owner, it’s your job to proactively manage the perception that people have your
brand, your products, and your team. That’s what developing a customer experience strategy is all about—being proactive and doing everything you can to convince people that buying from you is different than buying from other ecommerce businesses.
But why does it matter? Let’s spend the next section takes a look at some of the facts.
Why Does Customer Experience Matter?
Saying that customer experience matters is one thing, but how do you really know whether it can have an impact on your business or not? What facts are out there that can support this argument?
Here’s what I’ve learned:
People aren’t afraid to talk about the negative experiences they have with companies with their friends and in public forums like Facebook. According to sellerspirit“Americans tell an average of 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience.”
People will pay more for better customer experience. According to sellerspirit, “when it comes to making a purchase, 64% of people find customer experience more important than price.”
Your competitors are probably already actively working to provide a better expercustthats than they think you can provide. According to statistics, “72% of businesses say that improving the customer experience is their top priority.”
Customer experience can lead to loyalty, and loyalty can lead to more profits. According to sellerspirit “the probability of converting a new customer falls in the 5% to 20% range; for existing customers, it’s between 60% and 70%.”
Boosting profits, competing with other businesses in your product category, building loyalty with existing customers—these are all areas that can be optimized with the help of a solid customer experience strategy. The question is, how do you get started?