74.5% of Web shoppers used a company’s corporate site to research their product or service offerings according to ServiceXRG in a recent study focused on the importance of the web-based customer experience. Less than half of of the 1,000 respondents, 44% actually, felt satisfied that their information needs were met and that the experience was positive.
What should keep you awake at night if you are in this boat is that researchers also found that those who have a positive experience are 3X more likely to buy a product or servicee; 4X more likely to recommend the company or renew the relationship; and 5X more likely to say that they are satisfied with the outcome.
As an online retailer or anyone with a vested interest these facts cannot be ignored.
ServiceXRG provided these 9 steps for improving online customer service:
- Understand the experience your customers expect;
- Define the elements of the experience you intend to deliver;
- Identify the content and tools required to fulfill customer expectations;
- Establish success criteria to monitor your ability to deliver a positive experience;
- Identify other resources that infringe on or inhibit your ability to deliver the intended experience to your customers and prospects;
- Fight to maintain control of the experience you deliver to your customers and prospects;
- Make investments that improve the customer experience;
- Experience your experience; and
- Rinse and repeat
As Da Big Cheeze for E-Cubed, an online experience design firm in Vancouver, BC, I whole heartedly agree with these steps and encourage you to dedicate more time and resources to delivering on each and every one of them so that your customers’ online experience bucks the negative trend.
Posted on November 18th, 2008 at 9:32 am by Da Big Cheeze
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