Create a great ecommerce experience for your customers

by Sarah Irvine | Jul 06, 2022

Customers aren’t only measuring ecommerce experiences against your competitors anymore; they’re expecting an experience on par with huge corporations. The winners of the future will be determined by the experiences they provide. With the right insights, and a unified, actionable view of your customer you can create world-class customer experiences.

What is the ecommerce customer experience (ECX)?

The ecommerce customer experience is the way consumers perceive the different touchpoints during which they’re interacting with your company. This is typically a multi-channel phenomenon that takes place online. 

To get more specific:

Ecommerce is the activity of buying and selling goods or services on the Internet. It encompasses a wide variety of data, systems, and tools for online buyers and sellers. 

Customer experience is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages. 

What is customer experience management in ecommerce?

Ecommerce customer experience management is a system of online strategies, technologies, and processes a company uses to track, oversee and organize every interaction between a customer and the organization to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy. This begins when a person first sees your product online or lands on your site, to each interaction with your brand in between, and goes through the post-purchase stage. 

The rapid growth of ecommerce

Ecommerce has become a multi-billion dollar industry and is expected to continue growing. Like any digital technology or consumer-based purchasing market, ecommerce is still evolving. The changing market represents a vast opportunity for businesses to improve their relevance, expand their market, and provide amazing experiences in the online world.

Reasons ecommerce is such a rapidly growing industry can be attributed to:

Covid-19

As lockdowns became the new normal, businesses and consumers increasingly went digital, providing and purchasing more goods and services online, accelerating the growth of e-commerce. Americans spent $1.7 trillion online during the last two years of the pandemic, according to new 2022 data from Adobe. That’s $609 billion more than the two years before Covid, representing a 55% increase in spending online.

Mobile shopping

We all know that smartphones and tablets have made it possible for people to shop from nearly anywhere. People often turn to mobile shopping to pass the time and it’s commonplace for ecommerce businesses to offer mobile apps to make it easier than ever for customers to shop.

Global business

Ecommerce makes it easy for people to purchase goods from abroad. Compared to local ecommerce, in which a retailer only sells within its country of origin, global ecommerce now allows merchants to expand into non-native markets and reach new customers.

Technology and engagement tools

Ecommerce businesses can now promote themselves in many ways. Having an online presence creates so many opportunities to reach out to and engage with your target audience. From online chat, social media, and reviews, to owned and channel-based digital communities, brands can now harness the power of human connection across every digital interaction to stay connected and grow their business.

Convenience

Many shoppers find it easier to browse and search for what they need online. Ecommerce also has the advantage that it doesn’t take as much time. Consumers can now shop from anywhere and find what they need quickly and efficiently.

Fewer barriers

Fewer barriers to entry means an increase in online retailers. More and more ecommerce companies are emerging. With the help of new online tools, it is now easy for anyone to create their own ecommerce business. The popularity of online shopping is growing worldwide, making it a viable business plan.

How ecommerce customer experience is driving digital transformation

Businesses have now quickly recognized that a revolution in the digital age is underway. Digital transformation is the integration of digital technology into all areas of a business. Digital transformation is forcing companies to change their business models and adapt to the new market reality, and this change is being driven by the customer. Customers now expect relevant content in relation to what they’re doing anytime, anywhere, and in the format and on the device of their choosing. It's their customer journey that dictates a business's digital strategy. Luckily, this digital transformation is helping brands improve product quality and better meet customer expectations. To keep up, businesses are embracing new technologies to deliver the best-in-class ecommerce customer experiences.

Why is ecommerce customer experience important?

Big or small, great customer experiences can have a positive and direct effect on perceived quality, brand trust, customer loyalty, customer retention, and customer lifetime value. ECX fosters trust among customers, which is necessary to keep them engaged. If a customer trusts your brand, they are also more likely to recommend you to their family, friends, and colleagues.

Positive experiences can encourage positive online reviews, referrals, and word-of-mouth marketing. A negative customer experience produces the opposite results. Loyal customers are often willing to spend more on products sold by brands they trust which increases perceived value. If a brand can provide an ecommerce customer experience that their customers can’t find anywhere else then this can lead to ECX becoming a brand’s unique selling proposition. All this being said, excellent ECX is essential for overall business growth and success.

What makes for a positive ecommerce experience?

Ecommerce customer experience management is the discipline of understanding customers and deploying strategic plans and processes that enable cross-functional efforts and customer-centric culture to improve satisfaction, loyalty, and customer advocacy. This includes every touchpoint and moment that happens as soon as they come across a specific brand, from when they decide to buy to after the purchase is complete. If you can learn more about the actions that lead your customers from awareness through to post-purchase, then you can optimize those interactions to improve conversions and retention.

Let's go over each stage:

Pre-purchase ECX

ECX begins long before people choose to buy from you. As soon as they notice your brand, anything that happens is part of the overall experience. The pre-purchase experience not only influences how likely someone is to become a customer but also how likely they are to remain a loyal customer after purchase. Businesses can initiate pre-purchase ECX by making their brand’s value apparent to target customers by letting them know what the business offers, what is in it for the customer, and possible options that are available. By identifying pain points, businesses can craft an appropriate value proposition that attracts customers to resolve their problems. Persuading potential customers to interact with your brand online and creating positive interactions during the pre-purchase journey is key to building long-lasting customer relationships.

There are many effective ways to deliver this information to online prospects, but in the end, you must find what's best for your target customers. Doing so will allow you to provide value, prepare your customers to make the purchase, and establish a meaningful relationship.

The buying decision and purchase ECX

The ecommerce customer experience also consists of the moments surrounding the consumer’s actual purchases. At this stage, potential customers have already sought out information about your brand, product, and pricing. They have read online reviews, asked for recommendations, and compared your offerings and product features to those of competitors.

Smart brands will have prepared their target customers to take the plunge by keeping their potential buyers informed. They do this through the product description, specifications, business ethics, transactional policies, and more. These can make or break your customer’s desire to buy from you. To enhance the experience for your customers, even more, businesses should deliver targeted and meaningful offers along with value to their potential customers. Delivering upsell and cross-sell offers does not only increase overall sales for the business but also helps customers get maximum value out of their purchases.

Finally, this stage of the ecommerce customer experience involves the actual processing of the purchase. This acquisition stage is where your business is expected to deliver on its promises and fulfill the expectations that brought the buyer in the first place. The touchpoints during the acquisition stage include the shopping cart, payment service provider, etc. Businesses must ensure the customer can complete their purchase as they’d expected, with as little friction as possible.

Post purchase ECX

Ecommerce customer experience does not end when people buy your products. Next, the focus will now shift to keeping your new customer engaged and coming back for more and buying more frequently. To provide excellent ECX during this stage and boost customer loyalty businesses should deliver product and restock updates, as well as promotional offers, through various channels. Brands should also develop programs that will allow them to provide value and engage with their customers. This includes asking for feedback in a timely and non-intrusive manner. Listening to the voice of the customer has become crucial when it comes to delivering a memorable customer experience.

Customers equate brand loyalty with consistent purchases from a brand driven by rational, transaction-related factors. However, many customers feel little connection or loyalty to the brands they interact with or buy from. Even though many customers note a lack of connection with brands, the appetite for connection exists. Customers want to feel an emotional connection to brands. When brands are more personable, feel more human, and are approachable, customers have an easier time forming those desired connections. Another important way to fill the loyalty and connection void that customers experience is for brands to be more relationship-oriented, as opposed to transaction-oriented.

Ecommerce customer experience vs. ecommerce user experience

Ecommerce customer experience refers to every touchpoint that occurs between the customer and a brand. Ecommerce user experience is defined as the user's overall experience after interacting with an ecommerce site. It's all about how visitors feel when they go through your online store and how easy it is for them to perform the desired action. UX is concerned with the customer’s ability to perform the tasks they’d intended to in the most efficient way possible.

When it comes to a great online user experience, shoppers primarily have two things in mind: speed; and ease. User experience is important and relates to the overall ecommerce customer experience because if the customer is unable to perform these actions, they won’t be able to get the full experience your brand has to offer. As we mentioned earlier, in the purchase stage, even the slightest bit of friction disrupts the entire experience. UX-related problems can be enough to turn your customers off for good, but an optimized UX allows your customers to get the full experience that your brand designed for them. Businesses should use website behavior analytics tools to improve their user experience.

How do you measure ecommerce customer experience?

Here are some metrics that businesses use to analyze and improve ecommerce customer experience:

  • Net promoter score (NPS): this metric refers to the percentage of your customers who are going to recommend your business to their friends, family, or colleagues.

  • Customer effort score (CES): this helps determine the effort your customers had to put in to accomplish a task and how smooth the experience you provide to your customer is.

  • Conversion rate: this is the ratio between the number of customers you acquired to the number of visitors on your website.

  • Repeat customer rate (RCR): this defines the ratio between customers who have purchased more than once to the total number of your customers.

  • Customer lifetime value (CLV): this metric is defined as the total value that a customer has spent on your ecommerce store. Again, repeat customers play an important role in increasing CLV. When a customer comes back to you, they also recommend you to others.

  • Customer satisfaction (CSAT): is the satisfaction score calculated on the basis of a survey filled with the customers stating how satisfied they are with your service.

  • Customer churn rate: is the rate at which customers stop doing business with a company over a given period of time.

  • First response time: is the average time in which your customer gets the initial response on their support request. This can be measured by averaging the time taken to respond to the first query made by the customer.

  • Time to resolution: a metric that measures the average amount of time between when a customer interaction is created and when that interaction is marked as "resolved."

How do you improve ecommerce experience?

Customers are no longer solely satisfied with excellent product offerings and to stay ahead businesses need a unique offering that sets them apart from the rest. Providing an outstanding customer experience through an ecommerce store and other avenues is a surefire way to help businesses achieve this.

Here are some top ways to improve the ecommerce customer experience:

Take a digital-first approach

Unlike its traditional counterpart, a digital-first approach meets customers where they already are. On this model, brands should give digital platforms strategic precedence over more traditional marketing vehicles. For consumers, modern shopping keeps getting better, easier, faster, cheaper, and smarter. The pandemic provided more openings for advancements in ecommerce, adoption of omnichannel strategies, and new chances to engage with your digital consumer base. Because of these newish shopping tools and their ease of use, shopping has become intertwined with everyday life.

Build a brand community



With an online community, brands can interact with their customers in customizable ways, from offering customer support, creating a space for peer-to-peer information sharing, fostering lasting brand relationships, and more. Brand communities get 75% of traffic from organic search by combining dynamic forums and blogs with expert community management while cutting costs with user-generated content. Because organic search results result in 8.5 timers higher click rates, and communities average a lower bounce rate and higher time on page, new visitors to communities are more likely to stick around to make purchases and become loyal customers. Plus, customers will tell you how to improve and grow your business if you just give them a place to do it.



Be customer-centric

Customer-centric ecommerce is a strategy that starts and finishes with one goal: an excellent customer experience. The shift from concentrating solely on profit and skewing more toward customer-centricity has helped numerous businesses in becoming better overall. This shift requires a business to change the way they conduct research and to now make business decisions based on customer data and research.

Authentically connect with customers

Customers are looking for brands to offer them an emotional connection and to present a set of values that resembles what they might find in a human relationship. Connecting with your customers on an emotional level means that they are more willing to recommend you. With the relocation of business mainly to the Internet, opportunities for this are even greater. This can include things like direct engagement on social media, excellent customer support, email communication, or the creation of customer loyalty programs. By creating an ecommerce strategy that uses the right approach, you’ll show your customer’s that you listen to them and that their needs and comments are important to you.

Build audience trust

Online shopping is the trend nowadays. Young consumers like Generation Y and Generation Z particularly prefer to shop and interact with retailers online, because they grew up in the digital era. Many consumers ask their peers for suggestions on social media or look at online reviews before making a purchase. Ecommerce today has become a social commerce environment. Today’s consumers can easily compare products and prices online and read reviews to see what actual customers think. To thrive in such a competitive environment, you really have to build online trust for your brand with customers and maintain positive customer relations. Especially since ecommerce shoppers face unique uncertainties:

  • Concerns about credit card security and privacy issues when they give out their personal information online.

  • Inability to physically see or touch the products online.

  • Wait times while products are being shipped.

Because of these uncertainties, consumers only want to buy products from the online vendors they trust.

Audit your UX

The simplest way to make the online experience memorable is to help customers find information or complete a transaction as quickly as possible. Successful businesses focus on a customer-first design approach. They anticipate what a customer needs, provide relevant results, create ways to maximize UX, and leverage these experiences to generate better ones. It’s all about enhancing the level of engagement. And while your website should concentrate on UX, other aspects such as functionality, speed, performance, visual aesthetics, simplicity, and accessibility are just as crucial for success.

Listen to your customers

With social listening software, now you can track all conversations connected to your business which gives you plenty of advantages and opportunities. You can track unhappy customers, identify prospects, keep an eye on your competitors, monitor topics important for the development of your business, and more. Social media listening is a proactive process that aims to create a long-term solution by making changes derived from customer experience insights, such as fixing an issue people complained about so more people don’t have the same problem. User-generated content can also provide insight into your customer’s digital experiences with your brand. You can also take a look at your site’s analytic reports to see where engagement is highest, and where your visitors encounter friction. This will give you an idea of where you might need to focus. Businesses should also reach out to their customers for more information. To gather deeper insights they should develop surveys focused on specific aspects of the customer’s experience.

Tips for optimizing ECX

When it comes to optimizing ECX for the modern consumer, there are a number of tips brands in any industry should consider.


1. Personalize the shopping experience

    Ecommerce personalization creates enjoyable and memorable customer journeys that make it easy to convert. With personalization, you meet desired consumer expectations so that they don’t feel the need to branch out to other sites. Personalization helps to maximize customer satisfaction and customer sales. It also creates potential and regular customers for your website and can lead to better traffic and higher profit margins. This personalization can be based on previous orders, browsing behavior, location, language, and other information. We are living in a data-driven world, and users are being more aware of how their personal data is being used for selling purposes. If done wrong, personalization can feel intrusive. Being transparent about the data you use and following the GDPR (General Data Protection Regulation) are some ways to make your customers feel safe with you.

    Common personalization tactics for better ECX include:

    • Displaying previously viewed items

    • Tailoring product recommendations

    • Automating discount codes on birthdays or anniversaries

    • Notifying customers of abandoned carts and offering discounts

    • Personalizing marketing and landing pages

    • Cross-selling and upselling

    • Real-time inventory

    • Personalized search

    While ecommerce personalization has been well-adapted by B2C sector companies. It is time for B2B companies to adapt to the newly developed technologies making unprecedented headway in e-commerce personalization. For B2B businesses, personalization is about providing helpful information and enhancing their B2B specific buying experience. Personalization makes their journey more convenient and efficient. The use of artificial intelligence and machine learning, subscription benefits, and more are constantly scaling business platforms. Personalization in ecommerce is accelerating and is expected to rise two-fold in the upcoming years. While these trends are in their initial phase, online businesses need to start early to reap their benefits.

    2. Provide unbeatable customer service

      Ecommerce customer service is how online businesses provide assistance to customers with everything from making online purchase decisions to resolving issues — all while creating a seamless customer experience across channels and platforms. It’s not enough to say that you have customer service; bad customer service is almost worse than none at all. Meeting a customer’s ever-changing and increasingly demanding expectations and habits is the new standard for ecommerce. While there are customers who still want to call to talk to a customer service representative, others are interested in live chat or email, while some simply want to DM on social media or a self-service option. It’s essential to establish an omnichannel customer strategy that syncs with your business to surpass your customer’s expectations.

      Provide self-service options

      People want to solve problems themselves, oftentimes customers prefer self-service over speaking to a representative. When companies build out self-service options, they are helping customers help themselves. Knowledge bases are centralized collections of self-service information about products, services, or companies. This includes FAQs, articles, how-to guides, community resources, and more. With self-service options, customers can resolve issues more efficiently without needing to contact customer support.

      Integration of conversational commerce

      While most brands have some form of messaging solution for customer support, some have expanded their capabilities to start engaging in a practice known as conversational commerce. Microsoft CEO Sayya Nadella states that brands “need to have [their] own agents that can talk directly to customers and to converse across multiple digital assistants.”

      Conversational commerce aims to integrate aspects of shopping with messaging to make the buying process easier for consumers. It’s becoming more difficult to hold the attention of consumers, but conversational commerce helps deliver convenience, personalization, and decision support. Essentially, conversational commerce takes advantage of customer service to make the buyer’s journey a two-way conversation instead of a one-way funnel. Conversational commerce is more than support. It enables consumers to ask questions, request personalized recommendations, read reviews, and make purchases by communicating with human representatives or AI chatbots at every stage of the buyer’s journey. By making the buying process easier for consumers, brands can increase sales and customer satisfaction.

      One popular form of conversational commerce is live chat and chatbots. Chatbots are a cost-effective way for ecommerce businesses to offer better support and improve sales. Moreover, a reliable chat service increases customer comfort levels, and brand reputation, while allowing retailers to provide 24/7 customer support for reduced wait times. In 2022, live chat has the highest satisfaction rate (73%) out of any form of customer communication.


      Properly prepare and train customer service agents

      Different customers have different preferences and online expectations, so businesses need to provide multiple customer service options. While chatbots and comprehensive self-service options are important, they’re no replacement for customer service agents and a genuine conversation. It’s still important for businesses to have phones and email support for those who still use those channels.

      Customer service agents must truly understand the problems customers commonly face and have access to the information required to help customers with their questions. Brand voice is the embodiment of your brand’s identity and it’s how your brand communicates its personality to the world. For a smooth customer experience, ensure this voice is clear and cohesive across every interaction including customer service agents. Familiarize customer agents with your brand voice so that they can emulate it in their interactions with customers and create a seamless ecommerce experience.

      3. Take UI/UX to the next level

        Driving traffic is half the battle for ecommerce websites. Now, ecommerce businesses are looking to bolder strategies to entice buyers and convert browsers into purchasers. As a result, UI/UX design for ecommerce is assuming greater significance as businesses strive to provide an engaging, convenient, and satisfying online shopping experience to customers. But it all starts with understanding how your customers think at different stages of the buying process or lead funnel. Once you know that, it becomes easier to create targeted content and design strategies that appeal to them.

        Intuitive design

        Intuitive web design is about how it makes your customers feel and the kind of experience it offers to them. When you use a website that seems to know exactly what you’re looking for or what you want to see, it creates an innate experience that keeps you locked in. An intuitive ecommerce clothing store makes the experience truly exceptional for the customer. More than just being well designed and easily navigable, the website may offer a style quiz for the shopper to participate in and use this to guide them to the sorts of items they would enjoy best. They may offer shopping recommendations based on their viewed items or previous purchases. And above all, they will create an outstanding UX that pleases their customers.

        Brand consistency

        There are many pages within ecommerce sites: homepage, product pages, landing pages, about us pages, contact forms, and many more. When purchases are involved, there’s a lot of information to share and a lot of information that potential buyers will be looking for. Ensure easy navigation by keeping everything uniform, including, tabs, buttons, commands, and menus. The process of navigation needs to be standardized, as do the icons, imagery, and buttons. To avoid confusion and abandoned carts, make sure that moving through your online store stays consistent from page to page.

        Micro-animations

        Micro-animations are a great way to add engaging elements to your website without cluttering it up. These are small animations that usually last for no more than two seconds and can be used to subtly convey a lot of information. For example, they can indicate the status of an action, such as whether or not a purchase has gone through. They can also be used to indicate the progress of a task, such as the loading of a page. Micro-animations are also great for adding personality to your website and helping to create a more engaging user experience.

        Augmented reality shopping

        Augmented reality (AR) is another technology that is growing even more popular in 2022. With AR, shoppers can view products in a real-life setting before they purchase. This can help them get a better sense of the product’s size, color, and style. AR can also provide additional information about products, such as how they are made or what ingredients are used. Many ecommerce companies are already setting themselves and their sites up for AR shopping technology. This means having images of products that are high quality, and that can be rendered in AR. Businesses also need to have an easy-to-use AR shopping portal that will allow customers to browse and purchase products. For example, Amazon has already introduced an AR shopping feature called “Amazon AR View” that enables customers to view furniture and home decor items in their own homes before they make a purchase.

        AI shopping

        AI technology has changed the way we shop online. It affects all areas of ecommerce brand development, including payments, security, logistics, purchasing, inventory management, and fulfillment. Merchants have tremendous data and analytics at their disposal to instantly promote, upsell, and otherwise market to their customers wherever they are. With artificial intelligence and machine learning, retailers can offer highly accurate customer support.

        4. Tap into customer advocacy

          Advocacy is all about the customer experience. The experience for customers must be positive, engaging, and valuable. Advocacy is when customers spread awareness of a brand they love. Advocacy is most common in the form of online reviews, but it can occur any time someone recommends your products or services to their friends, family, or social following. In 2022, this social proof is a critical factor in influencing customer decisions.

          Ecommerce businesses must focus on building trust with their customers by showcasing customer testimonials, positive reviews, and other forms of social proof, especially on mobile apps. Other extensive forms of social proof can include displaying quotes from experts, approval badges from review websites in the niche, product photos taken by customers, case studies, and more. To create an effective social proof strategy, businesses must understand their customers’ values. By showcasing social proof on your website and social media pages it will help build trust with customers and increase the chances of them making a purchase.

          5. Make checking out as easy as possible

            The number one customer satisfaction strategy for ecommerce businesses is to provide a faster, easier checkout experience. This makes sense since the average cart abandonment rate in 2022 is between 59.2% to 79.8%. A streamlined checkout process can be the differentiating factor that helps ecommerce businesses convert more browsers into buyers. This could involve a one-page checkout process, auto-filling customer information, and pre-populating shipping information. It could also include using quick payment gateways that do not consume much time.

            Omnichannel offerings

            Ecommerce omnichannel refers to the sales approach by using multiple channels that focuses on delivering a consistent shopping experience irrespective of the channel preferred by the customers. Because all of the channels are connected, brands can foresee what customers are looking for and deliver a personalized experience across all platforms. Having a strong omnichannel ecommerce strategy focuses on the entire buying experience of the customer, not just the individual experiences on different channels. The final purchase decision happens based on the information collected by the consumers from different sources.

            Payment options

            Providing your customers with multiple payment options is crucial. This can include payment options like financing, layaway, pre-purchasing, and mobile payments. Subscription services are continuing to thrive, as many customers feel they are a more convenient method of paying for goods or services they regularly use. Your goal should be to identify the methods your customers prefer and provide a secure and seamless checkout process across the board. Allowing your customers options as to when they pay can also be the key to getting them to convert and come back.

            Ecommerce fulfillment

            Ecommerce fulfillment is the process of picking, packing, and delivering products to customers. It includes maintaining inventory, locating products within the storage, packaging products, and managing the logistics of delivery. For retail stores operating online and brick-and-mortar stores, providing BOPIS (“buy online, pick up in-store”) and similar options to customers is quickly becoming the norm because it offers multiple benefits. Customers save on shipping and get what they want more quickly, plus, businesses can guarantee customers that their desired items are in-stock before they go to the store. “Buy online, return in-store” options are also becoming more popular as this allows customers to return ecommerce purchases in-store instead of requiring them to repackage an item and send it back through the mail. While minimizing the need for returns is optimal, the next best thing is ensuring the experience goes smoothly for the customer. These new ecommerce fulfillment options also save businesses shipping and restocking costs, and getting the customer in the store gives the business another avenue to create a great experience. Ecommerce teams must continue to rethinking ecommerce processes like this to better meet and exceed customer expectations.

            Samsung: A truly memorable ecommerce customer experience example

            The example below is pulled from an actual Khoros case study. It helps to explain how one brand was able to identify and quantify friction points in the customer journey, by determining the root causes of those friction points, and resolving the problems at their origins. With the help of Khoros, Samsung differentiated themselves through a truly exceptional — and differentiated — ecommerce customer experience.

            Samsung Electronics America (SEA) builds technology to connect people. They have the largest cross-product category portfolio of any company, and they do a majority of their sales through retail partners.

            Samsung was focused on creating self-help content on Samsung.com, but they wanted to continue to evolve their digital presence and create memorable experiences online. The biggest problem Samsung faced was understanding which digital channels they should be on to provide the best experience for their customers. They knew their customers wanted to connect in more places than Samsung.com, but they didn’t know how to find out which channels mattered most to their audience, and they didn’t know how to shift their digital traffic from Samsung.com to the channels where their customers were already having conversations.

            Samsung's goal was to build a community where their customers could find expert support for every question, and they wanted it to be a place where their most loyal customers could connect around Samsung products. They understood the importance of creating an emotional connection with their customers.

            Samsung was able to reach this goal by building the Samsung Member Community.

            Once Samsung partnered with Khoros, they were able to make smart decisions about where to focus their efforts. Now, with support from Khoros, Samsung interacts with its audience on Twitter, Facebook, and in their community. With Khoros, Samsung was able to shift its customer support strategy to organic conversations in their community.

            Now, instead of creating content for every potential customer question, Samsung supports organic conversations in their community. These conversations offer customers the answers they need. Their community also helped build a large group of dedicated experts among their peers, called, “Ambassadors”.

            Samsung’s community has helped them find customers to connect with offline, as well. Recently, they brought ten community ambassadors to a launch event for a new phone, providing an opportunity for true relationship building. Putting on creative, unique events can be just the thing to spice up branded experiences for your VIP customers.

            Samsung is now a leader in the community space — they’ve done something that very few other companies have done by embedding their Khoros-powered community in their application. They’re also working to identify potential new and emerging channels, like messaging. Samsung has taken the success of its community and integrated it into other launches, such as the Samsung Member App, a place where customers can find the latest news about Samsung products, connect with other customers on community, and find access to self-service tools. Samsung will continue to rely on Khoros as they grow their channels and expand their reach.

            Ecommerce experience tools

            Memorable customer experience is increasingly driven by technology and tools. Brands should be focused on serving personalized customer experiences based on the latest customer data across real-life and digital channels. With the ongoing social curbs in response to the pandemic, the importance of digital experiences and digital customer experience tools has grown exponentially. According to recent research, delivering consistent CX is a major point for the majority of companies. Now that customer journeys and purchasing behaviors increasingly shift to digital, it’s time for ecommerce companies to get strategic about delivering consistent digital CX across all touchpoints and consumer-facing channels.

            Khoros for ECX

            Khoros CX Insights sits on top of all your customer communication platforms to provide a single view of all customer conversations and comments, normalizing and classifying the data for comprehensive CX analysis. The most comprehensive solution for a unified, actionable view of the customer to create world-class ecommerce customer experiences.

            Interested in learning more? Get a demo today.

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