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Supporting eCommerce with Effective Communication

Supporting eCommerce with Effective Communication Jason Elkins
On the EWA blog we’ve recently been talking about eCommerce websites and the role contact centres can play in supporting website activities and delivering better customer experiences. The growth of eCommerce has revolutionised the way in which businesses compete, instead of being reliant upon the shop front, even the smallest businesses now have the opportunity to compete with big brands as long as their prices are attractive. Despite this, it’s not all about price.

With Forrester Research predicting online retail sales to be worth $250 billion by 2014 it is undeniable that the internet is a hugely significant marketplace. But with many shoppers reporting problems when visiting retail websites, and 97% of shoppers reporting they have abandoned baskets in the past, the challenges for e-tailers is to minimise abandonment, maximise conversions whilst ensuring positive customer experiences.

This can be achieved using methods such as:

  • Live assistance to help customers through the purchasing process using either web chat or social media platforms. This can help to reduce abandonment and help improve the customer experience.

  • Cart recovery techniques that chase up abandoned baskets using contact details to encourage the customer to return and complete the purchase. This could vary from an SMS or email enquiry into why the customer abandoned their basket, or with larger, more costly items, may even consist of an outbound call to the customer.

Naturally choosing which channel and method, or mixture of channels in an integrated solution is dependent upon your customers, products and offering. Investing in communication however, is a viable use of resources if you are to build customer loyalty and create high lifetime value.

If you’re interested in reading more about “How to Support eCommerce with Additional Communication Channels”, why not read the full article?

I have two main roles at EWA, the primary being EWA’s Sales and Marketing Manager. With assistance from other senior members of the EWA team, I am responsible for growing EWA’s portfolio of clients through proactive marketing, lead...

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