23 May The Top Five Reasons to Own Your Post-Click Customer Experience
We’ve written a fair bit about the centrality of shipping and delivery in eCommerce – see here, for one example. But being able to offer the right services at prices that won’t horrify your customers – or your CFO – is just a start. People want to know what is going on with their order in the interval between the placement of that order and its arrival at their door: a study conducted by DHL revealed that 70% of shoppers want to be kept informed about the status of their shipments. (We are frankly surprised the number is not higher.)
It’s also important for eCommerce merchants to keep abreast of what is going on with their customers’ orders after they have left the loading dock: 94% of customers will blame merchants for delivery problems, irrespective of who is at fault.
You can choose to rely on status information provided by your carriers for both you and your customers. You can choose to entrust your customers to some other third party passing through those carrier updates in branded wrappers. Or you can take control of the post-click customer experience yourself and ensure both that you have all the information you need to take care of your customers and that you are giving them exactly the post-click experience you want to provide.
Handing over your post-click customers to a third party seems, at first glance, to be the easiest way to provide visibility into the status of shipments, to your customers themselves, if not necessarily to your logistics and customer support teams. But this convenience comes at the heavy cost of loss of control of your customer. You won’t have much control over the look and feel of critical customer messages, even if they do have your branding, and customers can be alarmed and confused by messages originating from an unknown URL or “From” field. This is not a risk you want to take at a point that is critical to determining your customers’ satisfaction (and, by extension, their desire to continue to do business with you).
There are a lot more good reasons to own the post-click experience beyond the examples just given. In our new white paper, we focus on the top five. We also tell you the five things you need in order to be able to control that experience and the top five benefits you can expect from doing so. These are important things to know and to get right: as we note in the paper, “Shipping and fulfillment are the latest battleground in the effort to delight customers and differentiate your company from its competitors.” Check it out! And, as always, please let us know what you think.