The customer experience is ultimately what we all should be focused on. Yes, the bottom line is important, but without a positive customer interaction and reaction (i.e. selling your products or services), honestly, there’s no point in calling yourself a business.
What sparked the idea of writing about this topic, is while watching a Bar Rescue marathon, the one common factor I noticed with each bar, was the horrible customer service they each delivered. I mean people being serviced martinis in plastic cups without any vermouth… SERIOUSLY?!
Or what about the store clerk who politely, told a customer that she’d have to find the product herself because, “I’m the only one here and I’ve really gotta finish this. I’m sorry.” She was making more coffee. I felt bad for the customer, but was glad the employee was making more coffee.
Alright, serving a martini in a plastic cup… nothing else needs to be said except DON’T DO THAT! But, was the store clerk right in her response? Like I said, she was very polite. I’ve been in that situation before and I know it’s not easy but, I think the better response would have been, “If you can give me just a minute, I’d be more than happy to help you.” I think the customer would have been fine with that. Instead she left the store in a huff.
Businesses that operate 100% online have it a little bit harder than their competition in a physical location. Primarily because there are so many online businesses to choose from, offering the same type of product or service. According to Forrester Research, “45% of U.S. consumers will abandon an online transaction if their questions or concerns are not addressed quickly.”
The primary reason for this is that, there are so many online businesses offering the same products and services, consumers have, literally, thousands of companies to choose from. There are many reasons that result in the average of 80% “shopping cart abandonment” has nothing to do with your products or services. This reason is simply… no relationship. If the consumer doesn’t know you, will probably never see in person or have any type of relationship with you, there really is no obligation to stay and shop with you.
Be a smarter online shopper! Each week our TDC Online Shopping Digest gives you awesome information to make your online shopping experience even better. Click here to start your free subscription today!