This course will cover the basics of managing customer experience. It will explain why it is important for a seller to ensure good 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
Objectives
3. 1. Today’s customer
2. Overview
3. Road map
4. Customer dissatisfaction: Root cause
5. The Real Danger
6. Estimated Customer Erosion
7. What can we do?
8. What is Customer Experience?
9. Advantages of ensuring good Customer Experience
10. Touch points affecting Customer Experience
10.1 Pre-purchase experience
10.2 Purchase experience
10.3 Post-purchase experience
11. Guidelines to manage Customer Experience
Outline
4. Today’s Customer
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
Better access to product and
pricing information
Technologically advanced
Can share their feedbacks,
ratings about the product
5. Overview
The customer has a
single consolidated view of our business
Customers expect your
Value Proposition to be consistent
6. 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
7. Road Map
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”
8. ▪ Wrong expectation
▪ Customer error
▪ Fails to follow policy
▪ Attitude
▪ Product and services don’t
meet expectations
▪ Marketing miscommunications
▪ Broken processes
Customer
(20-30)%
Employee
5%
Product &/or Service
(70-75)%
Customer Dissatisfaction: Root Cause
9. ▪ Packaging & Product Quality combined
exceed 60% reasons of 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”
Product
Quality
35%
Packaging
Quality
25%
Order to
delivery time
30%
Pricing
10%
Customer Dissatisfaction: Root Cause
10. (1% - 5%) Complain to Management
Most that complain (5% - 25%) go to front line
person
(75% - 95%) Encounter a problem but do not
complain
The Real Danger
Number of customers who do not complain BUT also do
not repeat purchase, damages seller credibility by 4x times
17. 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?
18. What is Customer Experience?
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.
19. Advantages of Ensuring Good
Customer Experience
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
20. Online marketplace is committed to ensure
best experience for it’s
customers
Sellers should join hands and participate
actively to grow their business
22. Touch Points Affecting Customer Experience
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
23. Touch Points Affecting Customer Experience
▪ 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.
24. Touch Points Affecting Customer Experience
Offer an easy and convenient
returns policy to buyers.
Post-purchase
experience
Returns
& Replacement
Feedback
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)
25. ▪ 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
Guidelines to Manage Customer
Experience
Process R&DProduct Quality
