Selling Essentials Managing Customer Experience

1. Selling Essentials
Managing Customer Experience

2. This course will explain:
• How good customer experience can contribute to customer retention, sales and
business growth
• What are the causes of customer dissatisfaction
• How online marketplace helps in managing customer experience
• How sellers can contribute in ensuring good customer experience
Learning Objectives

3. Better access to product and
pricing information
Technologically advanced
Consumer today knows better about what they want, how they want it, and who they want it from
Well informed, with access to
mobile web, online reviews,
social media channels etc.
Demanding and seek
convenience
Can share their feedbacks,
ratings about the product
Today’s Customer

4. The customer has a
single consolidated view of our business
Customers expect your
Value Proposition to be consistent
Overview

5. Online marketplace is committed to creating an Integrated Channel
for customers
Active participation from sellers is necessary in proactively
reaching these goals and growing our business together
Overview

6. Product Service Experience
Inward-focused company
“We love that it works”
Brand-focused company
“We are safe if customers
are satisfied”
Emotionally-intelligent -
ecosystem-aware company
“We can win long term profit in a
competitive world with sustained
customer engagement”
Road Map

7. ▪Wrong expectation
▪Customer error
▪Fails to follow policy
▪Attitude
▪Product and services don’t
meet expectations
▪Marketing miscommunications
▪Broken processes
Customer Dissatisfaction: Root Cause
Product &/or Service
70-75%
Customer
20-30%
Employee
5%

8. • Packaging and product quality combined exceed 60%
reasons for dissatisfaction
• Order to Delivery Lead Time: Delivery in excess of 5 days,
breaches in procurement or pick up timelines is another
factor
• Pricing: High prices, un-realistic discounts
• If product specification in the catalog and product image
are wrong, the purchased product will be perceived “Not
As Described”
Customer Dissatisfaction: Root Cause
Pricing
10%
Product Quality
35%
Order to Delivery Time
30%
Packaging Quality
25%

9. (1% - 5%) Complain to Management
Most that complain (5% - 25%) go to front line person
(75% - 95%) Encounter a problem but do not complain
Number of customers who do not complain
BUT also do not repeat purchase, damages
seller credibility by 4x times
The Real Danger

10. 50,000 complain
2,00,000 customers with problems
Estimated Customer Erosion

11. 25,000
satisfied
Estimated Customer Erosion
50,000 complain
2,00,000 customers with problems

12. 15,000
mollified
Estimated Customer Erosion
25,000
satisfied
50,000 complain
2,00,000 customers with problems

13. 10,000
dissatisfied
15,000
mollified
Estimated Customer Erosion
25,000
satisfied
50,000 complain
2,00,000 customers with problems

14. 10,000
dissatisfied
15,000
mollified
25,000
satisfied
1,50,000
do not complain
Most
Repurchase
Some
Repurchase
Few
Repurchase
Some
Repurchase
2,500
(10%)
6,000
(40%)
9,000
(90%)
37,500
(25%)
Customers not
repurchasing
Total of 54,500 customers at risk
Estimated Customer Erosion

15. To be successful in the online marketplace, it is imperative for a seller
to provide highest level of service to the customer at every touch point, and
ensure best customer experience
What can We Do?

16. It is the sum of all the experiences that a customer has with the seller
Ensuring a good customer experience gives various advantages to a seller
What is Customer Experience?

17. Strengthen your brand
Boost revenue with incremental sales from existing
customers and new sales from word of mouth
Improve customer loyalty (and create advocates) through
valued and memorable customer interactions
Lower costs by reducing customer churn
Advantages of Ensuring Good Customer Experience

18. Online marketplace is committed to ensure
best experience for it’s customers
Sellers should join hands and participate
actively to grow their business
Advantages of Ensuring Good Customer Experience

19. Purchase
experience
Post-purchase
experience
Pre-purchase
experience
Pricing Catalog Payment
options
Order to
delivery time
Packaging Product
quality
Returns
& Replacement
Feedback
Online marketplace ensures optimum customer experience at each of these touch points
Sellers should actively support this endeavour
Customer
service
Touch Points Affecting Customer Experience

20. Pre-purchase
experience
Pricing Catalog
Seller should
• Ensure that their product is priced competitive
• Provide low shipping fee
• Not resort to negative strategies like ‘high MRP with high
discount’
▪ Seller should provide correct information related to
product price, description, color, image etc.
▪ Ensure good presentation of information
Touch Points Affecting Customer Experience

21. • Provide multiple payment
options(cash on delivery,
credit card etc.) for a buyer
to choose from.
• Do not ask irrelevant
information
• Ensure the best quality
packaging by using
quality material and
following the guidelines
• Have products ready or
available within hours after
orders are confirmed
• Send email notifications to
buyer
• Provide hard timelines rather
than estimates
Purchase
experience
Payment
options
Order to
delivery time
Packaging Product
quality
• Ensure that the product
is genuine and exactly as
mentioned in the catalog
Touch Points Affecting Customer Experience

22. Offer an easy and convenient
returns policy to buyers
Post-purchase
experience
Returns
& Replacement
Feedbac
k
Gather, analyze and act upon sellers
feedback to improve offering
Customer
service
Be prompt in replying to customer
queries and provide correct information
▪ Do not miss a chance to make the customer feel special (send a festive gift, or a thanking note along with the
ordered product)
Touch Points Affecting Customer Experience

23. • Price it Right
• Use correct images/resolutions
• Use packaging as per guidelines
• Always set right customer
expectations
• List inventoried products only
• Don’t breach pick up promise
• Empower your teams to take quick
decisions
• Understand the root causes
• Prevent unpleasant surprises by
proactively working on
improvements
• Focus on scalable & sustainable
solutions
Process R&DProduct Quality
Guidelines to Manage Customer Experience

24. In this tutorial, you learned about:
• How good customer experience can contribute to customer retention, sales and
business growth
• The causes of customer dissatisfaction
• How online marketplace helps in managing customer experience
• How sellers can contribute in ensuring good customer experience
Summary

25. Thank You