In an article entitled 8 Ways to Create a Successful Multi-Channel Customer Experience, Jennifer Lonoff Schiff writing for CIO.com, suggests how companies can create multi-channel CX that will deliver results. We were struck by two suggestions in particular:
1. Make it Easy for Online Customers to Get Their Product Questions Answered as Easily as They Can at a Store
Even customers online need help with your products, and it may be even more urgent than helping a customer in store. ““Because a shopper can’t see or hold the actual product when they’re shopping online, they tend to have a lot more questions,” says Talia Shani, head of Content at Yotpo, a reviews and marketing solution for ecommerce.””
The article recommends allowing customers to ask questions about products on social media pages and allowing employees or even past purchasers answer them via chat, email, or social media. The benefits go beyond encouraging specific customers to convert and include the discovery of barriers to purchase you can address in future site updates. Of course, advocates come from the past purchaser category. Your advocates, who live and use your products, are a fantastic resource customers can access to ask their personalized and specific questions. Advocates can help recreate the in-store experience online.
2. Recreate the In-Store Visual and Touch Experience Online
“A recent study from Mindtree found that a 360-degree view of products with good zoom quality was one of the highest ranked features ecommerce providers can offer, as well as showing customers how new furniture will fit into the home or how a new shirt would look on them,” says Radha R., executive vice president, Retail, CPG, MFG and Travel & Transportation, Mindtree.”
The best thing about seeing a product in the store is being able to experience it in person before you buy. Consumer tendency to showroom items followed by purchasing online speaks to the power of touch. However, it’s possible to recreate the sense of touch and visual inspection if you have the right online tools. The article mentions that in depth product pages with photos, videos, 360 degree views help customers make emotional connections that lead to purchase. Advocates who use Needle’s platform have access to visual-interaction tools that allow them to draw, circle, and point out product features so customers can make ordering decisions. Some customers have difficulty conceptualizing the space a product occupies, or might be confused about measurements, better tools help translate the in-store experience to the online.
Online shopping offers the convenience of shopping anywhere, but most retailers could do a better job of creating a quality, high-touch in-store experience online. Building a cohesive, considered multi-channel experience for customers is making critical business sense for long term growth.
Make sure to read the remainder of the 8 Ways to Create a Successful Multi-Channel Customer Experience here.