Sylvia Ng of ReturnBear on the Importance of Reverse Logistics

To Win Customer Loyalty, Make Customers Feel Valued, Appreciated, And Respected

77% of consumers view brands more favorably if they seek out and apply customer feedback. 96% of customers say customer service is important in their choice of loyalty to a brand. 84% of companies that work to improve their customer experience report an increase in their revenue. Many support teams use scripts and canned responses for common issues so they can provide customer service quickly. Proactively solving problems before they become the customer’s problem can be a more involved process than deploying patchwork solutions as trouble arises, but it offers a much better experience for customers.

AI chatbots can handle many queries simultaneously, answering routine customer questions without needing a human agent. These bots can be scalable, meaning they can grow with your business or handle seasonal volume increases, and you can deploy them across various channels, such as your website, messaging apps, and social media. Get qualitative data from them—words that describe what people think and feel about your brand, starting from the first touchpoint in their customer journey to the support request itself. Adding automation tools gradually to your customer service process can help you work out any potential workflow issues along the way. It also helps you make smart choices about when to use automation and when to reach out to customers directly. Customer service automation involves using software tools to automate customer service tasks, speed up processes, and improve the customer experience.

• This metric measures the total time it takes to resolve an issue from when it is first brought up by a customer to when it is fully resolved.
• Identify the pain points in your customer service process that automation tools can improve.
• A customer journey map is a visual representation of each step a customer takes throughout their experience with your company, including their actions, motivations, and pain points of each stage.
• Read on to explore the benefits AI brings to customer service and get tips for using AI in your customer service operations.
• This is useful for customers who prefer not to talk on the phone, which may be a portion of your target audience; 90% of Gen Z reports feeling anxious about talking on the phone.
• Customer orientation is a business model that places consumer needs ahead of immediate business needs.

CSAT surveys are valuable because you can get more information about your customers’ experiences than a single scale. Net Promoter Score is a popular metric businesses use to measure customer opinions. If you’ve ever interacted with a customer service representative before, you’ve probably come across the follow-up survey designed to generate an NPS.

Limiting personalization to just one area of your store

If you’re someone who buys berries all of the time, but you’ve never bought an apple, we’ll recommend, ‘Hey, you might like this new apple that we have,’” says Kai. Using the “preferences” option, customers can choose whether they like or dislike the items Misfits selected for them. Seven of 10 employees in the region use generative AI at least once a week, showing that consumers are increasingly relying on AI to optimise their lives, Ng said, citing a study. We break down the big and messy topics of the day so you’re updated on the most important developments in Asia’s marketing development – for free.

Personalization must go beyond this and take into account customers’ current context and behavior. For example, if a customer is browsing on a mobile device, they may have different needs and preferences than if they were browsing on a desktop computer, vice versa. As a Shopify Partner you can guide merchants on this to demonstrate the return on any work. Focus on the metrics that are going to move the needle, not just vanity metrics of what’s been achieved.

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Only after customer journey mapping can you then test different types of content and offers at each stage. For example, test a storytelling email versus an offer as your email autoresponder when someone first signs up. Or, try split testing your remarketing campaigns with blog posts, About Us videos, and offers. A person’s commitment to find a solution increases as they progress through to the consideration stage of the customer journey. Here, they weigh their options and visit your online store—as well any competing brands that might better serve their needs. Using the tips and tools in this guide, you’ll be well on your way to building a customer experience you can be proud of.

Attentiveness also applies to how you read email, chat, text, or correspond on social media. Understanding context by asking the right questions and reiterating what your customers are saying is also key to active listening. For example, Chewy has built a strong reputation as a brand with empathy for its customers. Countless instances of pet food deliveries after an animal has passed away have been shared on social media. Chewy’s typical response is a full refund, a recommendation to donate the food to a shelter, and a follow-up with condolences in some way, shape, or form. Strong customer experience can often entice customers to return, which can lower overall costs and create a strong group of return customers.

What is a good customer experience?

Lighting shapes how customers feel—consciously and subconsciously—and impacts the overall customer experience. To leverage technology effectively, brands and retailers need to focus on data collection and integration. High return costs and the rise in consumer practices such as bracketing and wardrobing present significant challenges. ReturnBear tackles these issues head-on; our return point network verifies returned items on the spot, issues immediate payouts to consumers and consolidates items for shipping. This kills fraud and optimizes the return process to maintain profitability and customer trust all at once. Chain Reaction is Sourcing Journal’s discussion series with industry executives to get their take on today’s logistics challenges and learn about ways their company is working to keep the flow of goods moving.

A 2021 study found that financial service companies can boost retention by focusing on customers who live closer to their branches and by offering higher loan amounts relative to the collateral value. These strategies enhance convenience, perceived value, and trust—key elements in keeping customers happy and loyal. In the construction and engineering industry, building firm foundations isn’t just about structures—it’s about relationships too. With an impressive customer retention rate of 80%, firms in this sector succeed by delivering quality projects and maintaining client trust through every phase of development.

• With patience, you can more easily stay calm, actively listen, and remain attentive while customers vent, explain their problem, and test out solutions.
• Its Island Society loyalty program incentivizes purchases, both online and in-store.
• In the Philippines, for example, platforms like GCash are changing the banking sector by offering accessible and customisable financial services, Ng said.
• “We are delighted to have extended our relationship with such a hugely iconic Italian brand which we’re fond and proud of.

You might partner with eco-conscious influencers who are selective with brand deals, and your packaging could be recyclable. This reinforces authenticity across all customer interactions and helps customers align their personal beliefs with your core values. Translate your customer journey insights into actionable goals to focus your optimization efforts and track progress. Your goals should address the pain points and opportunities you identified across different stages of the customer journey. Uncover the hidden opportunities in your sales funnel with customer journey optimization tips to turn casual browsers into loyal advocates.

Churn rate tracks how many customers stopped doing business with a company over a certain period of time. Churn rate is calculated by dividing the number of customers lost during the timeframe by the number of customers at the beginning of the timeframe. Customer lifetime value helps brands see what they are getting out of their investments in marketing, acquisition and customer experience.

When that happens, those same reps can become your best salespeople, helping to up- and cross-sell to customers. That said, selling to customers who’ve just had to contact customer service can be dicey, and it takes a savvy, emotionally intelligent rep to understand when and how to do it best. Start small and prioritize the most critical customer personas for your business. The real key, however, is using your existing data to map the ecommerce customer journey based on psychological principles to drive more sales. The rapid acceleration of ecommerce means the traditional customer journey is no longer linear. There are several micro-decisions that customers face between interacting with your brand for the first time and becoming repeat customers.

Artificial intelligence may have once conjured up images from science fiction, but today, 84% of ecommerce businesses are either already using AI solutions or considering implementing them into their workflows. More than ever, business leaders recognize AI’s potential to improve the customer experience. Offering flexible payment options like buy now, pay later (BNPL) can significantly improve customer retention. BNPL options allow customers to purchase items and pay for them over time, often with low fees or no interest.

The Honest Kitchen already had a customer loyalty and subscription program to improve retention, but it had no way for existing customers to redeem points on its subscription orders. Splash Wines used Recharge to build a subscription model that allowed BCFM customers to “lock in” their discounted price throughout the holiday season. It used historical purchase data to schedule subscription-related email campaigns around key order dates—when people typically finish their first bottle of wine.

However, these averages can fluctuate widely depending on the specific industry in question. Several providers already have an RPA for CX offering – includingUiPath, which recently partnered with CX management company Sitel to optimise agent workloads. It also partnered with AWS to bring AI bots for more intelligent automations. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (“DTTL”), its global network of member firms and their related entities (collectively, the “Deloitte organisation”).

AI chatbots can provide round-the-clock support, allowing customers to get help at any time of the day or night. If human support is needed outside of regular business hours, the chatbot can gather contact information and have a human agent respond when they return. Here’s what AI chatbots can do and how companies use them, along with 10 of the best AI chatbots for customer service teams.

Its Island Society loyalty program incentivizes purchases, both online and in-store. If it wants to drive more in-store visits, it can run a campaign to add extra rewards for store visits and purchases. DTC mattress brand Leesa teamed up with West Elm to put its products in retail stores. Customers can experience the comfort of Leesa mattresses firsthand, making the purchasing decision easier. And they can also browse the rest of West Elm’s furniture and home goods offerings.

Working with visitor intent, task completion measures if customers were able to successfully accomplish what they wanted to on the website. Did they get the answers they were looking for or make the purchase they intended to? Task completion helps divide successful visits from unsuccessful visits and is measured with a simple yes/no survey question of if customers were able to complete the purpose of their visit. It takes things further than simply measuring how long a customer spends on the site and tracks their reason for visiting in the first place. To track intent, give customers multiple options and ask which best describes their primary focus of their visit.

This is a good sign, indicating promising returns from RPA when deployed in customer experience use cases. Since we’re wired to strive to be part of something, local businesses that can build a community around their brand can expect higher foot traffic. The “store as a community hub” model enables merchants to interact with their customers on a regular basis to educate, gather feedback, share experiences, host events, and launch new products. Under Ng’s leadership, Publicis Groupe China creative agencies will continue to take the lead in the Digital Age.

Not only do we want them to know what our sodas taste like, but we want them to know our list of ingredients, benefits, and more,” says Melanie Edwards, senior ecommerce and digital product manager. Customers contact you because they need help—they’re expecting product expertise, and that’s what they should receive. See this example from Seea, which makes sustainable swim and surf clothing for women and girls. If a customer uses Instagram to get in touch about an issue, the brand quickly alerts its dedicated support team, who reaches out via email with next steps. Customers ultimately are looking for a solution to their problem, and the level of care you provide impacts their experience in a big way. That’s why changing your mindset from one of handling cases to advocating for customers can make a huge difference.

Here, shoe brand Vessi’s customer service team responds to a customer who was dissatisfied with their order. They acknowledge the challenge of finding shoes that fit, and proactively offer additional help to the customer. Create your map by gathering quantitative data, like website analytics and purchase history, and qualitative insights from customer interviews and surveys. Use this information to build buyer personas and map out their journey through the awareness, consideration, acquisition, service, and loyalty stages.

She has worked with companies like Coca-Cola, AT&T, The Federal Reserve Bank and many more. She lives in Southern California with her husband, their two children and two dogs. You can also install Session Recording & Replays on your Shopify store to record visitor sessions. You’ll get heat maps and also be able to see user behavior as they move from page to page. This common scenario can be uncovered with the Google Analytics funnel exploration report, which will allow you to select a path you’d like to look into.

Start small by implementing cost-effective tools, such as Shopify apps for product recommendations or chatbots, and gradually scale as revenue grows. Focus on key customer touch points, like checkout and product pages, to maximize return on investment (ROI) on your experience-driven enhancements. If your budget increases, you can allocate resources to other touchpoints on the customer journey. Experience-led growth (ELG) is a business strategy that prioritizes an exceptional customer experience at every touchpoint in the customer journey.

Use marketing automation tools to ensure timely and relevant communication at every stage of the customer journey. For instance, offering personalized post-purchase follow-ups and relevant product recommendations can increase cross-sell rates while providing more value to your customers. Providing a memorable shopping experience encourages word-of-mouth marketing and organic brand advocacy from your customers. This strategy has contributed to Mejuri’s expansion, as 89% of customers trust recommendations from friends or family over paid ads. Zowie is an AI-powered customer service platform offering an AI chatbot designed specifically for ecommerce brands.

To further boost account sign-ups, consider offering incentives like a discount on their next purchase, access to exclusive sales, or loyalty points. By offering something valuable, you can increase the likelihood that customers will take the time to set up an account. In this article, we’ll dive into the average customer retention rates by industry, giving you the insights you need to take your customer retention game to the next level.

Data involves collecting, unifying, and analyzing information about users to understand their preferences and behaviors. Decisioning uses analytics and algorithms to determine the most relevant content or offers based on that data. Design focuses on creating intuitive and appealing content and interfaces for personalized interactions, while Distribution ensures that tailored content reaches users through the appropriate channels at the right time. Plus, when retail brands get it right, customers’ repeat purchases over time generate more data from which businesses can create tailored experiences. Ng will report directly to Arto Hampartsoumian, managing partner and executive chairman of Publicis Groupe China.

The longer your TTR, the more likely it is to be a bad experience for the customer. You can also use a metric alongside first-time resolution (FTR) to see the percentage of support tickets resolved in the first contact versus how many take more than a single interaction. As you can see in the example, asking for customer feedback or additional comments is common, which can help your business figure out any specific pain points they experience.

This data ultimately helps designers and in-store stylists identify which clothes are most likely to be flattering on shoppers. Using this technology, brands can get accurate demographic information about customers and build better product placements. When facial recognition identifies a customer, the retailer can analyze their in-store behavior by tracking their movements.

Customer loyalty can blossom when brand values align with customers’ beliefs. For example, customers may want to know if a business is paying its employees a living wage and treating them fairly, or that the business is a certified B Corp. Customer retention rates vary significantly across different industries, typically ranging between 70% and 80%.

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By using location-specific callouts like “just around the corner” or “available today in [city name],” you can create a sense of urgency and relevance. You can also integrate your geo-targeted ads with your loyalty program or personalized offers to further incentivize in-store visits. Making your customers’ pets feel welcome can go a long way toward building loyal customers. The mix of retail and café experiences opens up the doors for new audiences that wouldn’t normally walk into your store. Repurposing a segment of your store to introduce a café or even a restaurant creates community-building opportunities.

In India, the retail industry is projected to reach $2t by 2032, but the rise of ghost malls shows that physical stores should adapt, Ng pointed out. Publicis Communications China has promoted Brian Ng to chief experience officer while retaining his role as chief strategy officer of Digitas and Sapient China. Prudential Hong Kong has appointed Ivan Choi (pictured) as its new chief customer and marketing officer, effective from 18 December 2023. He succeeds Priscilla Ng, who was previously the chief marketing and partnership distribution officer. 64% of companies with a customer-focused CEO believe they are more profitable than their competitors.

Or the path exploration report, which gives you a look into your user’s journey. They completely rethought “try before you buy,” solving customer problems, and making technology as accessible as possible for every age segment and demographic with their Genius Bar. Making that transition can be a long and drawn out process for big-box retailers, but as a smaller or boutique retailer, you can bring about that change almost instantly. Pair that with rampant expansion plans that put the technology giant at 525 stores around the world, and we’re talking some serious revenue numbers.