How Digital Transformation is Increasing CX in the E-Commerce Industry?
Is it only the UI of the website?
In the previous article, we spoke about the digital transformation and why it matters.
And since, all of us are stuck in the lockdown, let’s consider the same as an example and talk about the role of digital transformation in increasing cx.
Think of it this way, you are looking to purchase your daily essentials or supplies. But, you can’t step out to go to the store and make purchases.
Now, here’s where the Digital Transformation comes in play.
But, before we dive deep into it, let us briefly understand the CX;
The customer experience is all about making sure that the customer can reach your brand and purchase your products or services:
a.With ease of access and availability.
b.With utmost comfort and choice.
c.without consuming time.
The stores around you will adopt into the digital ecosystem and build themselves a platform to sell their products.
Here, the platform would be the omni-touch points of the brand. Meaning, the store would not only build their digital presence on a specific platform but, also cater to other platforms.
The goal of adopting omni-touch points is to make sure that customers of every niche, age group and region have access to their products/services.
This leads to a better purchase experience to the customer and thus, a better brand-recall value.
Omni-Touch points:
In this situation, to place an order, the customer can either go to the
a.Website:
A web-page that allows the customers to add products to their list, purchase them to be delivered to their home address and make cashless payments.
b.Mobile App:
A mobile application servicing different platforms (iOS & Android) allowing customers to buy the products based on their current location and/or home address and to seamlessly pay for the same.
c.HelpLine:
A custom phone line where the customers could directly speak to an executive who’d place their order and connect with them to seamless payments or cash based payments on the social distancing norms.
And, this would allow the store to connect to every consumer. Meaning, from the ones who are on the laptop/desktop or smartphone to ones who don’t have access to either of the above, each and everyone can place an order with ease.
Automation and Hyper-Personalization:
Now, consider that the customer has placed the order. The step would be to automate the process of:
a.Distributor Communication:
The automation system will notify the nearest distributor to check for the product and if available, it would push the message to the delivery automation system.
If not, it would connect to a set of distributors along the 4km radius of the customer and check for the product.
b.Delivery Communication:
The delivery center would get a notification to pick up the package from the ful-fillment center and the system would automatically print an invoice for the same.
c.Customer Communication:
The customer would get a notification about the whereabouts of the product and the delivery truck with the executive’s contact number. The customer can then act upon the same by calling the delivery executive when necessary.
d.Customer Personalization:
Once the product gets delivered the customer gets an email/sms requesting to leave a feedback and an e-invoice for the purchases.
If there are no new orders of purchase from the customer for the next 30 days, the system would automatically send a 10% discount coupon.
Thus, indirectly implying that the brand cares about the customer.
e.Returns and Management automation:
Now, if the customer wishes to return the products, the customer can easily go down either of the omni-touch point methods and place a request.
The website and the mobile app would automatically send a request to the returns center about the pickup location of the product and push a notification to the customer about the same.
And, an automated request for the monetary transaction with the payment id to revert the transaction would be initiated.
And, in case of the contact-line, the executive would push the same requests via the console provided to him/her in a single click with the help of the transaction id and the invoice number.
Thus, it would complete the request without consuming the customer’s time.
Work-Force automation:
Now that we spoke about reducing the customer’s time consumption, let’s talk about how to reduce the burden of your employees as it will help them perform better.
Meaning, the work processing done by your employees would automatically be taken care of by the automation system.
This can be anything from contacting the ful-filment center to making sure the customer can reach back to you.
Meaning, your employees received a request from the customer regarding the refund on an email or service line intended to resolve network and technical queries.
Instead of the employee contacting the concerned team and forwarding the email, the automation servers will understand the purpose of the email via the keywords and transfer it directly to the concerned representative.
And speaking of the chat feature, the chatbot would automatically understand the purpose of the chat by reading the keywords and provide the user with appropriate solutions and if not resolved, provide an option to automatically speak to an executive.
Now that it understands the purpose of the call, it would directly route the call to the concerned executive instead of the customer going through the hassle of speaking to multiple executives to reach the concerned executive.
Thus, making sure that no customer leaves unrepresented and indirectly, increasing the brand-recall value and the goodwill value of the brand.
The above are just a few ways to increase the CX in the E-Commerce industry using Digital Transformation. Comment down below about the ways you think can increase CX.
