A survey of Customer experience (II.)

We all want to know what the customer experience is. Why is customer experience particularly important for E-commerce? Can the customer experience be quantified? How to improve the customer experience? Here are some questions to explore.

All the shopping and services have a customer experience problem, as consumers of goods and services, our daily life trivial have good or bad feeling.

Before we understand what a good customer experience is, let's take a look at what is a bad experience. We often use the following colloquial to describe the bad experience: too troublesome, inconvenient, do not understand, too expensive, no I want, bad, attitude is very poor, did not solve my problems, and so on. Obviously, with this experience, we are not willing to use the service again, and will not actively and positively recommend to friends.

Specifically, in E-commerce, what is the customer experience? Is it the attitude of the distributor? Is it the attitude of the customer service staff? Is it the joy of getting the goods to the customers?

Yes, but not complete. It should cover the whole process of customers from contacting a Web site to enjoying the services and http://www.aliyun.com/zixun/aggregation/17553.html from the website "> Buying goods." The experience is soft and hard. For example, the soft is: The distribution staff can not smoke at the door of customers, must use standardized language and professional behavior to serve the customer; Hard to have: distribution is timely, sent to customers in the hands of the goods are wrong, and so on.

The importance of customer experience to e-commerce is determined by the characteristics of the following electronic commerce:

1 e-commerce is virtual shopping, the goods can not see the real thing, need to rely on text description and pictures to complete, there is an interpretation and understanding of the process. The angle, color, and size of the picture are biased against the customer's imagination. For example: buying clothes on a model is beautiful, but if you don't try it, it doesn't look good on your body.

2 The shopping flow of e-commerce is more complicated than physical shop shopping. Only payment and choice of shipping address are a few more troublesome formalities.

3 online shopping choice of goods and goods have a time lag, and this difference led to the customer's perception, impression, and demand changes. Sometimes when you see a product, you may be tempted to buy it.

4 e-commerce is supported by it and Internet technology, and the function of the system is limited, or it will take time and cost even if it can be realized. For example: Return, part of the receipt, with the other partner's website points plus cash purchase, and so on. E-commerce on a product multiple yards, a yard of many products, the problem is also more headaches. For example, if the increase in promotional equipment and ordinary installed if a bar code, promotional customers get ordinary outfit will not be happy.

5 before the customer receive the goods, the electricity merchant for the customer chooses the commodity the correctness, the quality, the validity period, and so on is responsible.

Several basic principles of good customer experience in e-commerce:

1 Cornerstone: Rich, affordable, timely, convenient and safe;

These are necessary for an e-business enterprise to survive and develop. Explanation is also easy to understand, again good service and price no customers want the goods are useless, the price is always important, customers can not endure indefinitely waiting for the receipt of goods, merchandise search and payment methods directly affect the customer's orders, merchandise quality and information security to have the protection of customers to produce basic trust, and so on.

2 process and system: simple and intuitive, customers do not need to think, guess and read the instructions, so that customers do not have the opportunity to make mistakes;

In the previous article we got the following revelation: Social rhythm is fast, do not let customers in unnecessary place to use their brains; the power of habit is immense, rather than trying to change the habits of customers to adapt to the habit of customers; Do not use the imagination of engineers to help customers design, design is not for themselves but for customers System and process design when customers are not present, we have to represent customers for their sake, wear misspelling hats; simplicity and practicality are more important than singular uniqueness.

3 Personalized: reflected in the whole process of shopping, including search, recommendation, reminders, pre-sales after-sales service;

One of the advantages of E-commerce is the ownership of the customer's purchase, search, collection, and purchase of the goods related to information. Can make the best use of this information to provide customers with more intimate service. A customer who buys spaghetti and recommends ketchup to her will make the customer feel comfortable, and a customer who buys a toothpaste every five weeks is the fourth postmenstrual to remind her that she should buy toothpaste.

4 Problem Handling: fast and complete reasonable;

It's better to say 100 apologies to customers than to really solve customers ' problems. The snowballing effect often leads to the loss of customers and bad Word-of-mouth.

5) Under promise, over deliver

Many enterprises failure is too much commitment and can not be cashed, such as the previous e-country free shipping, a can of cola also sent, the Beijing government promised 4 hours to send. Has become a Beijing scene, but its disregard for the cost of the practice and the unworkable business model led to its early curtain call.

I saw the opera "Mama Mia" in New York on Broadway two weeks ago to buy tickets for the theatre. Originally want to buy $127/Zhang of the middle of the ticket can be sold out, only the front row of a few tickets, only $61/Zhang. The conductor repeatedly reminded me that this kind of ticket would be blocked by some of the scenes and affect the viewing effect. To come, then Ann, I hold a very low expectations and enjoy a spiritual feast, is that I watched on Broadway many performances feel the best one, and is Half-price!

The next article will talk about how to quantify and improve the customer experience.