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Customer experience crucial for eCommerce sales



Advice | Digital | eCommerce | Retail | Sales | Software | Tech

By Loren Webb

Ecommerce platforms that move fast with their investment into next-generation customer service technology heighten their chances for increased sales in a competitive economic environment.  

Koh, one of last year’s winners of the Australia Post ORIAS People’s Choice Award, credited the updating of its customer service software – ahead of many of its competitors – with helping double revenue over the past 12 months.

Founder of Koh, Adam Lindsay, who recently launched the eco-friendly cleaning products company into the UK, said the focus was on giving both existing and new customers what they want. “If you don’t service existing customers properly, you’ll have to deal with a leaky bucket – and therefore spend more time and money on acquiring new customers,” Mr Lindsay said.

Kogan.com, which took out the 2018 Award for best large online retailer, reiterated its commitment to embracing data-driven insights to improve its customer service capability. Daniel Beahan, Director of Customer Care, said Kogan.com looked at their company almost like a statistical business rather than an eCommerce company, highlighting the importance of adapting to new customer insights.

“Data is key to unlocking our customer expectations and it is our mission to understand the wants and needs of our customers better than any other online retailer,” Mr Beahan said.  “Company growth relies on us delighting our active customer base time and time again, and our mission remains to make the most in-demand products and services more affordable for all Australians.”

Last year’s winners emphasised on the key learnings that had led to their success; this included their customer-first focus, an ability to change and be nimble, the importance of personalisation to create a tailored customer service experience, the continued embrace of social media platforms like Facebook and Instagram to drive awareness and advocacy, and the collection of data and analytics.

Andrew Chamberlain, Australia Post General Manager of Enterprise, said Koh and Kogan.com exemplified eCommerce-savvy businesses that embraced innovation to enhance online experience, ultimately driving customer loyalty and sales.“One of the key things consumers look at is a personalised experience that supports ease of purchase – an area in which both Koh and Kogan.com are excelling,” Mr Chamberlain said.

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