How to improve the customer experience from the details of e-commerce services

In the early stage of e-commerce, low price and abundant products were the main means for merchants to occupy the market and win customers. With the continuous maturity of the current market, large and small enterprises have opened up the current market one after another, and the competition is becoming increasingly fierce. And customers' demands for online shopping have become more and more similar to offline from the initial pursuit of low prices. Perfect and personalized shopping experience is still the ultimate demand of consumers. Therefore, optimizing customer experience has become an important part of e-commerce marketing, and service details directly determine what kind of shopping experience to give customers. Customer experience is not only important for e-commerce, but also more important than offline: First, e-commerce buys goods in the virtual market, and customers can only judge goods through text and picture information. Like shopping in a physical store, customers need to know something about the shopping environment, and a large part of this understanding process is conveyed through product information. The way information is described will directly affect customers' judgment when shopping. Second, the shopping process of e-commerce is more complicated than shopping in physical stores. Compared with offline shopping, the online shopping process is much more complicated, payment needs to be realized through online payment tools, and goods from merchants to customers have to go through courier companies. The customer's feelings about payment and freight will be directly transferred to the overall evaluation of the seller. Third, there is a time difference between the purchase of goods by e-commerce customers and the arrival of goods. During this period, many factors will affect customers' subjective feelings about products and sellers. Many times, customers are impulsive and like it when they re-select goods, but after a delivery process, they have no original freshness when they get them. E-commerce is supported by information technology and internet technology. Many links are realized by IT technology, while some links cannot be realized by technology. For example, buying gifts during promotion, using points between different stores, restricting the use of coupons, returning goods and so on. If customers can't enjoy promotional offers in a convenient way during the shopping process, then customers will definitely not feel good about shopping. Therefore, it is necessary to optimize the above points to do a good job in customer experience of e-commerce. First, visual experience: simple and beautiful shopping in a physical store, the shopping mall environment is very important to customers, whether the product display is reasonable, whether the storefront environment is comfortable and relaxed, whether customers can find the products they need well and guide the main products to customers, which is very important. The same online shopping, the shopping environment is equivalent to our store page and single product page. The important elements of website design include: commodity display, page design, reliable payment method, etc. Most goods are displayed in a basic way, mainly according to the preferences of the target consumer groups targeted by the website. As far as e-commerce website design is concerned, whether it is B2B, B2C or C2C mode, concise pages are always favored by users. Some things about the Internet A good product page should grasp several principles: some things about the Internet are 1, the page has clear outline and clear focus, and only needs the product information that users need to know most urgently. Your website design is valuable only if it meets the needs of users. Always show only the products you want to sell. This is not to say that you can't provide users with a lot of information, but you should pay attention to the logical layout and visual focus of page elements. 2. Web design should also pay attention to reducing the number of clicks of customers. The less customers click on the desired page, the higher the possible return. At the same time, minimize the operation menu, which is closely related to the quality of customer experience. In a word, display products should avoid irrelevant interference and promote customers' buying process. Something about the internet. The product classification is clear, just like the product classification of physical stores. The classification of goods in online stores should be clear, even clearer than that in physical stores, so that customers can quickly find the goods they want to buy. Something about the internet. Web page design should be focused, and audio-visual multimedia elements should be arranged and combined organically in a limited screen space. At the same time, all pictures and words, including background color, dividing line, font, title and footnote, should be unified in style and run through the whole website. In actual operation, including color, style, function, etc. , all need to be designed according to the characteristics of the target audience of the webpage. Second, the "consultant-style" customer service specialist For an online shop, the goods that customers see are pictures, but they can't see the merchants and the strength of the store, which often leads to a sense of distance and doubt. At this time, through online communication with customer service, merchants can truly feel the service and attitude of merchants through customer service. A smiling face or a kind greeting from customer service will make the customer feel that he is not dealing with cold computers and networks. When customers shop again, they will also give priority to those businesses they know. A customer service with professional knowledge and good sales skills can help buyers choose the right products, promote customers' buying behavior, and thus improve the transaction rate. If the customer service of online shop is only oriented to online communication with customers, then we say that this is only the first step to serve customers. A customer service with professional knowledge and good communication skills can provide customers with more shopping suggestions, better answer customers' questions, feedback buyers' after-sales questions more quickly, and become a "shopping consultant" for customers. Third, the two-way extension of after-sales service time The complexity of e-commerce and the relatively long shopping process determine that the after-sales service time is longer than offline. The after-sales service process begins with the customer purchasing goods and completing the payment. The long process of waiting for the arrival of goods can easily change the customer's psychology. Customers can be informed of every link after the goods are sent out, so that customers can master the information of every link in this process, track the goods they have purchased, make customers have closer contact with sellers, and feel the care and concern of sellers for customers. Yixieshi.com should provide customers with perfect tracking and thoughtful service after receiving the products. In addition to word-of-mouth communication like offline shopping, online shopping can also show evaluation differences to other customers, which is a very important link offline. There is a special customer service manager who checks the store evaluation every day. Any negative comments should be dealt with and must be communicated by telephone. As long as he speaks at the meeting, even if consumers criticize him unreasonably, he must be redeemed as long as he is a redeemable customer. It doesn't matter if there is a problem, the most important thing is the attitude and method to solve the problem after it appears, which is the best way to win the loyalty of consumers. Fourth, logistics and distribution information should be followed up in time. For e-commerce, logistics problems must have left a deep impression on us, even pain. When we consider the increasing orders and the rapid growth of sales, it is easy to ignore the logistics problem. This is a difficult problem that most e-commerce companies cannot avoid. Few e-commerce companies can have their own distribution system, relying on third parties to complete the last and very important link of the transaction, and the problems that occur are difficult for us to control. It seems that this problem cannot be solved, but in fact, the logistics system can be reasonably optimized through some indirect means. Shortening the time difference between ordering and delivery is the first step that can be optimized to improve delivery in the shortest controllable time after the customer orders. After delivery, send information to customers at the first time to remind customers to pay attention to logistics information and let customers feel efficient and caring. Secondly, the customer service team will follow up the delivery in time. If the delivery is delayed or wrong, communicate with the courier in time before the customer finds the problem. Try to minimize the problems caused by logistics, which will avoid customer dissatisfaction. E-commerce is a virtual shopping process, but this process includes many experience links such as data, service communication, logistics distribution, after-sales service and even IT technology. It seems invisible, but it also appears as an e-commerce. Small mistakes in each link will radiate to other links and destroy the experience of the whole process. Therefore, for e-commerce, to optimize and improve the customer experience of each link, we must start from the details and improve from the details.