August 20178 Are Customers still the King Online? Customer Experience Management is ensuring they remain on the throne. From the heads of multinational organiza-tions to desk clerks; politicians to nurses; college graduates to senior citizens, one thing unites them when they shop online: they expect to be treated like kings. Shoppers these days have a limitless choice and a vast product range at their fingertips; why would they choose to return to a store that fumbles their deliv-ery or doesn't respond to customer service questions right away? If you want first-time customers to be-come return customers, you need to treat them like royalty from the start. The secret to doing this is Customer Experience Management.While e-commerce has changed the way we shop, the way we feel about shopping has not. In brick-and-mortar stores, our choices are still heavily influenced by the people we meet face-to-face and by the kind of service they provide. You're much more likely to return to the friendly bakery 10 minutes down the road than the surly baker around the corner, no matter how good his bread rolls. From the Website through to DeliveryOnline there are no friendly faces behind a count-er ­ customers only interact with a screen. This missing human-factor is the reason it is so im-portant that each and every aspect of a custom-er's online shopping experience is positive. It starts with the website look-and-feel, moves through to navigation, the ordering IN MY VIEWCustomer Experience ManagementBY RYAN D'SOUZA, VP COMMERCIAL, ASIA PACIFIC, DHL E-COMMERCERyan D'Souza
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