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Seamless Customer Experience Ecosystem: Proven Method to Boost eCommerce Sales
According to studies, companies that prioritize customer experience drive higher revenue growth than those that don’t. A report by PwC found that 73% of customers consider the customer experience a decisive factor in their purchase decisions.
If your eCommerce growth strategy incorporates improvements to the customer experience ecosystem, that will lead to happier customers, increased loyalty, and better financial performance.
In our 7-minute read, you’ll find out how to do it quickly and efficiently.
What is Customer Experience Ecosystem
The customer experience ecosystem refers to every touchpoint between a customer and a business. It includes all interactions, from browsing a website to receiving customer support and post purchase activities.
The following is a list of activities and steps that are typically included in the customer experience ecosystem:
- Onboarding (orientation, utilization)
- Post purchase marketing
Improving Customer Experience Ecosystem Benefits Your Ecommerce Business
- Awareness: This first step is when a potential customer becomes aware of your business or product through advertising, marketing efforts, shares, news, influencers, or other channels to capture their interest and attention.
- Research: During this phase, the customer researches your product or service to evaluate its value proposition, features, and benefits compared to competitors. Providing clear and concise information about your product or service will help customers make informed purchase decisions. Apply omnichannel marketing strategy and provide a seamless experience across all touchpoints. Never lie or exaggerate when describing your offer.
- Purchase: After researching, the customer decides to buy your product or service online or in-store. eCommerce businesses should pay special attention to the checkout process – it should be simple, secure, and easy to follow to minimize cart abandonment.
- Delivery: Once the purchase is complete, the product is delivered to the customer physically or digitally. Providing timely delivery and tracking options can increase customer experience and satisfaction.
- Onboarding: Onboarding is the process of introducing a new customer to a product or service and helping them get set up. It includes providing instructions, tutorials, and other resources to help the customer become familiar with the product or service. A smooth onboarding process can lead to higher adoption rates and lower churn*.
- Support: Customers may require support or assistance at any point during their journey, whether it’s troubleshooting an issue, asking questions, or seeking advice. Offering prompt and personalized customer support can improve customer loyalty and retention.
- Post-purchase: After purchasing, customers may continue to interact with the product or service, requiring ongoing support, upgrades, or maintenance. Proactively addressing post-purchase issues will enhance customer experience and increase loyalty.
- Cross-sell: By leveraging customer behavior data, companies can offer complementary products or services to customers after the purchase. This strategy increases revenue per customer and deepens customer engagement.
- Upsell: Similar to cross-selling, you can offer the customer premium or upgraded product or service versions. Upselling can increase revenue per customer and further deepen customer loyalty. Recently, with modern automated delivery-tracking systems, upselling has been integrated into post-purchase activities and notifications, thus increasing sales significantly.
- Loyalty: Loyal customers continue to purchase and refer the product or service to others. Offering incentives, rewards, and personalized experiences can foster customer loyalty, motivate customers to leave positive reviews, and share on social media. Selling to existing customers is up to 50% cheaper than acquiring new ones.
- Feedback: This stage involves obtaining customer feedback about their experience, which can be used to improve the overall customer experience ecosystem. Gathering and analyzing customer feedback can help identify areas of improvement and enhance customer satisfaction.
*Churn is a term that describes the rate at which customers leave or stop using a product or service over a given period. It’s also referred to as customer attrition or customer turnover. A high churn rate indicates customers are dissatisfied with the product or service or have found a better alternative. Churn rate is an important metric for businesses to track and analyze, as it can impact revenue and profitability. By understanding the reasons behind churn, companies will identify areas for improvement and might take steps to increase customer retention.
Case Studies And Important Statistics About Customer Experience Ecosystem
Here are nine latest eCommerce statistical data you should consider:
- Amazon: In a 2018 study conducted by ForeSee, with 67,800 participants, Amazon had the highest customer satisfaction score among online retailers, with a score of 86 out of 100. Amazon’s focus on providing a seamless and personalized customer experience ecosystem, including features like fast delivery, easy returns, and product recommendations based on purchase history, is the foundation of the highly successful strategy of building a unique ecosystem for customers all over the planet. Their fulfillment process is the ultimate example of the perfect inbound and outbound logistics optimization.
- Zappos: Zappos is known for its exceptional customer service, focusing on building strong relationships with customers. According to a 2017 study by Oracle, with 1,303 participants, Zappos has a customer retention rate of 75%, compared to the industry average of 25%, attributed to free shipping, a 365-day returns policy, and 24/7 customer support.
- Starbucks: Starbucks’ strategy is creating a personalized and engaging in-store experience. According to a 2017 study by the Temkin Group, with 10,000 participants, Starbucks has a Net Promoter Score (NPS) of 62, significantly higher than the industry average of 44. Their efforts to create an exceptional customer experience ecosystem with a welcoming atmosphere, rewards programs, and convenient mobile ordering options have proven to be more than rewarding and profitable.
- Airbnb: According to a 2017 study by McKinsey & Company, with 4,000 participants, Airbnb has a customer satisfaction score of 85%, which is higher than the hotel industry average of 80%. Their customer experience ecosystem focuses on personalization, transparency, and community building.
- Apple: Apple has built a reputation for providing high-quality products and exceptional customer service. According to a 2018 study by ForeSee, with 67,800 participants, Apple has a customer satisfaction score of 82 out of 100, significantly higher than the industry average of 76, as a result of their focus on simplicity, design, and customer support, including the Genius Bar and AppleCare programs.
- FedEx: A 2018 study by the American Customer Satisfaction Index, with 12,710 participants, showed that FedEx has a customer satisfaction score of 81 out of 100 (the shipping industry average is 77). Their customer experience ecosystem is known for speed, accuracy, and customer support.
- Hilton: According to a 2017 study by JD Power, with 63,000 participants, Hilton has a customer satisfaction score of 827 out of 1,000 – significantly higher than the hotel industry average of 804. Their “secret weapons” are a welcoming atmosphere, premium amenities**, and provide excellent customer service.
- Toyota: Toyota has a reputation for providing reliable and efficient vehicles with continuous improvement and customer feedback. According to a 2019 study by JD Power, with 79,000 participants, Toyota has a customer satisfaction score of 846 out of 1,000, significantly higher than the automotive industry average of 823.
- Adobe: Adobe offers creative software solutions with a strong focus on customer success, accompanied by best eCommerce automation tools, personalization, and collaboration. According to a 2020 study by G2, with 19,000 participants, Adobe has a customer satisfaction score of 4.4 out of 5, which is higher than the industry average of 4.3.
** Some of Hilton’s amenities include complimentary breakfast, a business center, concierge service, pet-friendly accommodations, on-site restaurants, bars, etc.)
The case studies above showcase how an exceptional customer experience ecosystem is a key driver of success. From Amazon and Zappos to Hilton and Toyota, these companies have built their reputations on delivering personalized and seamless experiences that keep customers returning for more. By leveraging technology and innovative thinking, they’ve built lasting memories for their customers, leading to higher satisfaction and loyalty. Investing in the customer experience ecosystem, you will set yourself apart from the competition, and ultimately drive greater business success.
Methods to Analyze Customer Ecosystem
If you want to improve your customer experience ecosystem, consider using some of the methods listed below to gain valuable insights and be able to make informed decisions about how best to serve and make your value proposition unique, irresistible, and exceptional.
Customer Experience Ecosystem Mapping
Customer experience ecosystem mapping is a method of visualizing every touchpoint and interaction a customer has with a company, from the initial awareness of a product or service to the post-purchase experience.
By visualizing the entire customer journey, you will gain insights into needs, preferences, behaviors, pain points, opportunities to enhance the experience, and the overall effectiveness of your customer ecosystem strategy.
Customer Ecosystem Diagram
A customer experience ecosystem diagram is another way to visually represent interactions and touchpoints your customer has with your product and company throughout the entire journey.
The diagram will identify pain points and opportunities for improvement. It will show you where to focus your efforts to provide a more personalized, engaging, and seamless experience, thus creating an ecosystem with a high retention rate and steady sales and profit growth.
Customer Feedback And Satisfaction Surveys
Customer feedback and satisfaction surveys are conducted online, in person, over the phone, or via email.
The cost of conducting an online survey can vary depending on the number of responses you require, the complexity of the survey questions, and the distribution method.
If you have a large customer base, you may need to pay for a premium subscription to a survey tool, which can cost anywhere from $25 to $100 per month. There are also free options, such as SurveyMonkey, Google Forms, and Typeform.
Pareto Method Using Call Center and Customer Service History
The Pareto method, also known as the 80/20 rule, is a principle that suggests that 80% of the effects come from 20% of the causes. In business, it means that 80% of your revenue comes from 20% of your customers or products. Or, 80% of your expenses comes from 20% of all your spendings.
By focusing on that 20%, you can optimize your resources and maximize your profits.
Pareto can be done quickly. For example, if you want to understand customers’ complaints and turn them into opportunities, take all the data from your customer service. Group reasons for complaints into 5-7 groups. Count the number of complaints in each group.
Make a Pareto diagram, presenting each group as the bar on your chart, with a cumulative line up to 100%.
Now, you’ll easily see two-three causes that bring 80% of all complaints.
Address the issue, eliminating the worst culprits or consider outsourcing customer experience services.
Next, do the same for excellent reviews and discover 2-3 benefits that bring you over 80% of 5-star reviews. Improve them further, and in a few weeks, enjoy your effort.
Monitoring Social Media and Reviewing Business Platforms
One of the cheapest ways to understand your customers and how they react to the ecosystem you’ve created is by monitoring social media and reviewing business platforms.
Invest 10-15 minutes daily to check what’s happening there, and you’ll know what to improve, change, or leave as it is in the customer experience ecosystem you’ve created.
Be thankful for any negative reviews and critics. They are best friends for long-lasting success.
No matter how they hurt or harm your business in the short term, they are the most powerful guidelines for developing a profitable customer ecosystem.
Automation as the Ultimate Tool: Transform Your Customer Experience Ecosystem with TrackMage
TrackMage is an excellent order-tracking app and a powerful tool for improving the customer experience ecosystem. Here are some of TrackMage’s benefits for your business:
- Enhanced visibility: With TrackMage, customers can track their shipments in real time, giving them greater visibility into the status of their orders, reducing anxiety and frustration, and improving overall satisfaction with your company.
- Proactive communication: TrackMage sends automated updates to customers about their shipments, including estimated delivery times, delays, and other relevant information. This proactive communication minimizes customer WISMO inquiries.
- Customizable tracking page: The tracking page on TrackMage can be customized to match your brand’s look and feel, increasing brand awareness.
- Insights and analytics: TrackMage provides analytics and insights on shipment data, enabling you to identify trends and potential areas for improvement in the shipping process.
- Integration with other systems: TrackMage can integrate with various e-commerce platforms, marketplaces, and carriers, making it easy to use and implement into existing workflows.
TrackMage provides a better customer experience by improving visibility, communication, and efficiency in the shipping process, resulting in increased customer satisfaction, loyalty, and, ultimately, business success.
The customer experience ecosystem encompasses all touchpoints between a customer and a business, from browsing a website to receiving customer support.
Mapping out the customer experience ecosystem will help you identify areas for improvement.
Customer feedback and satisfaction surveys, customer experience ecosystem mapping and diagrams, the Pareto method, and monitoring social media and business platforms are methods to analyze this ecosystem.
Automation and the newest software and apps are essential in improving the customer experience ecosystem.
TrackMage is a tool that helps businesses track and manage the shipping process, ultimately improving customer experience ecosystem.