How brands can optimise their touchpoints with the help of Operations Experience Management
Due to the digitalisation of commerce, many opportunities are open - but some challenges for positive customer interaction also arise. The pandemic in particular required many brands to rethink their post-purchase communication, as customer service at many brands was confronted by a flood of enquiries about the ordering process, shipping status, delivery delays, etc.
This information is still often left to shipping service providers, causing brands to miss out on important customer touchpoints. If there are additional delays in responses due to the high volume of requests, this can lead to customer disgruntlement and subsequently negative online reviews. But how can post-purchase communication be improved?
Increasing customer satisfaction
Brands benefit from the individual and direct handling of communication as well as the personalisation of customer interaction. This can increase customer satisfaction and minimise customer queries - especially on promotion days such as Black Friday or Cyber Monday. How does this work? With the help of Operations Experience Management (OXM), as IT Manager of SportsAndMore (SAM) Marco Hörmann confirms:
"Moreover, many [customers] write that the process and the communication about it worked so smoothly and easily that they like to shop with us again. This shows us how important post-purchase communication is for customer loyalty. [...] We were able to reduce customer enquiries via e-mail and chat by 18 %, and calls by as much as 26 %. Quick information that customers would otherwise have to ask for, they receive automatically."
SportsAndMore (SAM) - an online shop for sports goods and clothing - has been benefiting from the parcelLab solution for two years now. This cooperation came about through a recommendation from the ERP software company 4Sellers, which has been working with SportsAndMore for almost ten years and sees parcelLab as a holistic answer for post-purchase communication.
No extra effort for the brand
The technical implementation into SportsAndMore's system was easy and through the cooperation with 4Sellers everything works with little effort for SAM.
"Once the system is set up, it's up and running and we don't have to deal with it anymore. It simplifies the workflow a lot," Marco explains. "Because of the close cooperation with 4Sellers, everything works with little configuration effort by us. Also, parcelLab's interface is super easy, so it's simple and quick to use."
The seamless implementation in the complex system and the smooth process is also emphasised by 4Sellers.
"The ideal for such a collaboration is that the implementation of a new module is so easy that you don't have to allocate any additional resources on the customer side."
By automating many internal processes, they can be both simplified and accelerated.
Close personal contact plays an important role for 4Sellers, especially at the beginning of the collaboration. This is what the team found at parcelLab:
"A regular exchange, short communication channels and quick answers to questions make the partnership so pleasant and effective."
For 4Sellers, it is important that the wishes of their customers - for example SAM - are taken into account in order to relieve them technically. In addition, the 4Sellers team must be sure that they have a reliable partner at their side, as great trust from their customers is necessary when recommending them.
SportsAndMore: 6 advantages at a glance
How can we summarise the benefits that e-commerce retailer SportsAndMore has seen since working with parcelLab? Here are six advantages at a glance:
- Technical relief, flawless implementation & a process as desired .
- Full control over messaging
- Support & help for customer service
- 22 percent fewer customer enquiries
- 15 percent increase in positive customer reviews on independent review platforms .
- 70 percent higher open rate of transactional emails .
For more details on how SportsAndMore has benefited from our solution, check out the full SportsAndMore Success Story.
Want to improve the customer journey and interact optimally? Whether it's reducing returns, increasing basket size or maximising other touchpoints - get in touch. Our experienced Operations Experience Management (OXM) team will find the right solution to your challenges and ensure higher customer loyalty and more sales.
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