E-Commerce Times Talkback
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In the e-business realm, unique challenges abound for firms that are trying to build a loyal customer following. Consumers may be wary of e-commerce in the face of identity theft, network security breaches, poor online customer service and the lingering shadow of failed dot-coms. However, some companies have managed to beat the odds and become household names, with good repeat business and solid word-of-mouth among users. How
did they succeed in winning customers' steady clicks?
I believe an exceptional user-friendly site and responsive business is what will win customers' clicks. This entails easy-to-use navigation on a site, speedy downloads, functional forms and shopping carts and proper processes for handling customer service inquiries. These in turn develop a perception of the company by the customer - either positive or negative based on their customer's experience.
A company's brand is now often built through a series of meaningful interactions with the customer — and the important thing to remember - this often includes multichannel operations - whether online or in a store, it is imperative the experience is positive and consistent for the customer.