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Customer Relationship Management

CRM

Ed Maule

13th May 2016

Customer Relationship Management This week we're launching our #FridayFeeling e-commerce blog. A super speedy checklist of ideas, thoughts, recommendations and general musings from the Venditan team. This week we're talking customers - because, quite frankly, they're pretty important.
This week we're launching our #FridayFeeling e-commerce blog. A super speedy checklist of ideas, thoughts, recommendations and general musings from the Venditan team. This week we're talking customers - because, quite frankly, they're pretty important.

Frustrated customers is one thing all retailers should be striving to avoid. Ensure your online retail experience leaves no room for confusion - clearly communicate the purchasing steps and make sure your channels (store, website, mobile, email) are joined up. Let them fall through the cracks, and you've got an irritated customer.

Relationship building should not be underestimated. Always look for an opportunity to speak to your customers - about something they're interested in. As a starting point, make sure they feel connected during the whole purchasing journey - from landing on your site to receiving their products.

Invite customers to give feedback. Third party review sites are a great way to find out where you're going right and where there might be room for improvement. Trustpilot, Feefo, Bazaarvoice - there are a few to choose from.

Delivery options are becoming more varied and more customer focused. With the rise of services such as Amazon Prime Now, customers expect to receive their products in a timely fashion. Importantly, they want delivery to be convenient - be thinking about click and collect, next day services, CollectPlus etc.

Actions speak louder than words. When planning your e-commerce strategy - from email marketing and PPC to social media and SEO - keep the customer at the centre of it all. At the end of the day, a click through on those all important call to action buttons 'Add to Basket > Checkout > Pay Now' is what it's all about.

"You guys are fantastic - i'll be back!". Loyalty is what we should all be aiming for. With so much competition across the e-commerce sector, the lifetime value of your customer is more important than ever. Yes, loyalty schemes work and are a good way of generating repeat business - but on a simpler level - make your shopping experience great and we can almost guarantee they'll be back for more.


Ed Maule
Ed Maule 13th May 2016