In an interview with IFH Cologne: This is Customer Experience

In an interview with IFH Cologne: This is Customer Experience
Published on: Jun 23, 2017
Updated: Aug 18, 2022

The customer journey is currently being examined from different angles. What are the most important aspects for you?

Tobias Buxhoidt: For us, the customer journey is what turns one-time buyers into loyal existing customers. This is because the experience during the purchase has a maximum influence on whether the customer returns or not. That's why we think it's extremely important to develop the customer journey into a customer experience, in other words, to create a true shopping experience. However, this experience does not end when the order is placed, when the purchase button is pressed, but only when the customer actually holds the goods in his or her hands - as is also the case in brick-and-mortar retail. Customers repeatedly say that they want a shopping experience in the online store that is comparable to that of conventional retail. This includes support from the first to last step, including the shipping process until the goods are received. However, many retailers have so far not perceived shipping as part of the customer journey, thus wasting valuable opportunities for customer loyalty.

Where should online providers be particularly active and how?

Tobias Buxhoidt: I think online retailers must always be active, that is, accompany the customer from the search for the product to the receipt of the goods. Of course, the "how" plays a big role in this. Nowadays, we are all inundated with information and offers from every side, which can also be irritating in the worst case. Relevant information and tailored, individual offers are an effective way to stand out and win over customers through real added value. If you pick up the customer after the purchase and actively support him, for example, through the highly emotional phase of shipping, he feels well taken care of and builds a closer relationship with the brand.

Cue shipping: What are the most important ground rules for customer communication when things don't go smoothly?

Tobias Buxhoidt: Act proactively and solution-oriented! As already mentioned, customers want to be accompanied through the entire purchasing process. If there are now delays or problems during shipping, it is enormously important for the retailer to take care of this - instead of leaving it to the logistics provider or only reacting to complaints from the customer. After all, the anger rarely turns against the logistics provider; instead, angry calls arrive at the customer service of the online store. If the customer is informed early and offered a solution, he has less time and reason to build up frustration. The retailer can score points by, for example, giving timely notice if a delivery cannot be made at the agreed time - before the customer waits unnecessarily at home - and announcing a new date, or announcing damage to an item during shipping and offering a replacement product. The customer is pleased with the retailer's thoughtfulness and is much more likely to forgive any difficulties.


What do you appreciate most about the ECC Club?

Tobias Buxhoidt: Particularly interesting for us as a startup is the publicly effective placement on the website. The platform is very relevant for us, so we are happy to be represented here and hope a lot from the cooperation with the ECC Club and IFH Cologne. The tickets for the ECC Forum are also a great plus for us, networking at such interesting events is definitely one of the elementary activities of a young company. Here we can present parcelLab to a relevant audience and make important contacts.

The interview with Christina Bunnenberg from ECC Club appeared in May 2017 at IFH Cologne.

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Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.

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