As shopping is increasingly conducted online, marketing and support managers spend more time and effort optimizing their customer experience. Meeting and exceeding customer expectations, delivering convenience and ease of use while meeting business objectives is a full-time job.
The web is packed with papers, posts and graphs on these subjects. Here at Kampyle, we want to make this easier for you. In this new feature we highlight the best new customer insight and optimization content on the web.
Please share your thoughts and suggestions in the comments below, or on Twitter at @Kampyle.
Customer Service Channel Usage Highlights the Importance of Good Self-Service
Kate Leggett, Principle Analyst at Forrester Research, analyzes rising customer service expectations. Customers expect fast service and are increasingly turning to online self-service for its speed and convenience. Online support usage is on the rise, with FAQ page usage growing by over 10% since 2012. Leggett recommends ongoing quality monitoring and customer feedback collection to help identify and address gaps in your customer service solutions.
Come back to me: unexpected reasons customers abandon carts
Brian Sullivan, SVP of Client Service at Gigya examines the commons causes of shopping cart abandonment. Gigya’s research identified three causes of shopping cart abandonment: (a) poorly constructed customer registration forms, (b) discontinuity between desktop and mobile shopping, and (c) a lack of customer readiness to purchase. Sullivan recommends providing a consistent customer engagement across mobile and desktop, and customer re-engagement as the keys to lowering your shopping cart abandonment.
Marketers: the boardroom door is open, step inside
Suki Thompson, CEO of Oystercatchers explores the rising opportunities for marketers in the boardroom. Marketers understand the customer journey and are ideally positioned to serve as the voice of the customer within their organizations. BT Group CEO Gavin Patterson is quoted as stating that his primary strategic goal is to “broaden and deepen our customer relationships”. This, Thomspon posits, is a strategic goal objective tailor-made for marketers.