From Customer Experience to Operations Experience: Why Covid-19 Times Is About More Than Customer Experience

A plus of 28 percent is recorded by online stores for electronics and multimedia alone these days. Likewise, food retailers and online pharmacies are pleased with the increase in inquiries. The order high is a highlight in gloomy times for the retailers concerned, but it also presents them with new challenges in order processing. The daily flood of orders needs to be managed not only in-house in terms of organization, but also logistically. As a result, customers' patience is often put to the test: They are waiting more eagerly than ever for the goods they have ordered, but have to reckon with delivery bottlenecks and delays. It is therefore all the more important to make the process efficient and to provide customers with proactive and personalized support through seamless communication.


A successful operations experience not only improves the customer experience, but also provides tremendous upselling potential

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Not only customer satisfaction, but also efficient processes on the dealer side stand or fall with operational order processing, the Operations Experience (OX). This starts with service and meanders through warehouse processing to shipping and returns. Yet companies still have little visibility and little to no control over the OX.  Many retailers still leave important touchpoints, such as post-order communication with online shoppers, to the logistics provider. This is a big mistake, resulting in the loss of not only insightful consumer data but also upselling opportunities. Customers, in turn, receive only cryptic messages that leave them still in the dark about the order status.  

It is therefore elementary that retailers control all relevant process steps in fullfilment themselves. Only in this way can problems be identified and circumvented at an early stage, important touchpoints be used and turned into a service plus. This is ultimately reflected in repeat store visits and an increase in sales. Operations Experience platforms such as parcelLab offer workflow control at all relevant points in the process as well as individual, personalized customer communication. If a delivery is delayed, customers are automatically informed. At the same time, additional relevant content can be used to guide shoppers back into the store and encourage them to make a new purchase.

This benefits all sides: companies ensure a consistent brand experience and maximize cross-selling potential - not least because of outstanding customer service.

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