January 2015

 Customer Experience Challenges for Ecommerce over Christmas

 

Posted @ 1700:00 on 22January 2015

Blog Customer Experience Challenges for Ecommerce over Christmas uk decemeber 2014 infographic Introduction

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Just a few of the headlines , we might be forgiven in thinking Ecommerce customer experience got a whole lot worse in December 2014

 

There is no doubt there were high profile glitches and 1000's of customers were left disappointed or suffered a poor experience across dozens of leading brands

 

We wanted to find out the scale of the problems

 

Were all these problems caused by the demand peak of Black Friday and Cyber Monday and the knock on effects or were there other factors?

 

Customer Experience Worse or Better?

CIRRUS Marketing Consulting's small online poll showed most customers believed in general compared to the previous year the experience improved or was the same

 

Which parts of the customer journey did better?

 

The highest mentions for experiences that improved were

• website speed and ease to search and buy

• ease and speed in-store collection

• products delivered when promised

• mobile optimisation (to a lesser extent)

 

This is probably encouraging as this reflects where some of the biggest Ecommerce investments have been made recently

 

However

 

The lowest mentions for experiences that improved were

• fewer errors

• customer service better at fixing problems

• returning products faster / easier

 

Some of the most neglected parts of the customer journey still require investment , the post purchase phase

 

Customer Experience Challenges

The YouGov poll shows there is a significant minority experiencing issues

• 31% had problems with their deliveries

• 35% did not have a positive Click and Collect Experience due queues and staff delays in locating product

 

CIRRUS Marketing Consulting's small online poll showed 12 % of customers said in general the Ecommerce experience got worse compared to the previous year

 

The highest mentions for experiences that got worse were

• website slower and less easy to search and buy

• mobile optimisation worse

• more errors

• returns slower more difficult

 

 

Christmas 2014 Lessons Learnt

Promotions have an important role to play but generating demand at the expense of customer experience can't be a good idea

Double digit sales growth can often hide problems and make the case for improving customer experience and the associated investment difficult

Pragmatically there is a case for WIn Back programmes in early 2015 for the not insignificant minority of customers who received a poor experience

Despite improvements in some parts of the customer experience, it is clear the performance in other parts require further investigation and investment.

The biggest profit growth will come to those businesses that manage to consistently deliver the appropriate customer experience across the customer journey

 

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