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Why E-commerce Brands need to go Omnichannel
CloudCherry | Featured | April 25, 2016
E-commerce needs omnichannel feedback now more than ever before. Your customer base will ultimately determine how successful you are, so it is crucial that you take every measure to get as much feedback through all touch points. Customer feedback has started to spread with unprecedented speed in today’s digital climate. Consumers now look to the Internet and social media as a way to communicate with businesses. While this leads to great opportunities for your organization, it also comes with the possibility of negative feedback spreading like wildfire.
Online shoppers always need multiple ways to communicate with your organization and vice versa. Omnichannel feedback allows you to centralize information from different sources in a digital format that can be stored under one umbrella. This can result in a streamlined data analysis that you can easily utilize for improvement or positive changes.
As a business owner, you must create an interconnected experience for your customer, no matter how they choose to interact with your organization. There are several steps you can take to make this happen for your modern e-commerce customers.
First, you need to make the process as easy as possible for the customers to engage with you. If they cannot participate and share their feedback no matter when or where they want to, they may not be as willing to provide you with that valuable information. Provide a variety of options, whether it is communicating on tablets or on a desktop computer. Make all of your response requests mobile and very easy to answer. Remove any barriers to submission so that the customer can easily communicate.
Your voice should also be cohesive across all your channels. The omnichannel shopping experience should have a strong image of your brand so that it can be recalled across all channels.
You must also manage your reputation when it comes to customer feedback. Your online reputation can be a positive life-force for your organization. If you are confidently representing yourself, people are going to notice you. This does not mean that you should be constantly talking yourself up. Rather, it means that you need to back up what you are saying with positive and appropriate actions. This will result in your customers spreading positive feedback about your brand and your products and services.
E-commerce is not just about collecting feedback on a website. Make use of all the touchpoints with your customers to make them want to keep coming back to you. Send out an email after every purchase, open up all channels of feedback collection without relying solely on the website. By doing this you are allowing more responses to flow in, making your chances of improving customer loyalty brighter.