Online Retailers Vow to Improve Customer Service [3/27/2008]

Online retailers are committed to improving their customers’ Internet shopping experience, according to the Forrester Research survey, Customer Experience Spending Intensifies in 2008.

They particularly want to improve in site usability (84%). Functionality was a close second at 83% and 66% reported wanting to invest more in rich Internet applications.

Why the push? This goes directly to their bottom line. Many retailers report frustration at being unable to determine, for example, why some shoppers abandon a purchase. Because much of what a shopper does online is conducted within their own browser, it’s difficult for retailers to retrace a customer’s steps to determine what happened during their online shopping experience.

Without the ability to discern what happened, it makes it hard to fix potential problems. Rich Internet applications like the CX software suite developed by Tealeaf allows retailers to view a customer’s past shopping sessions. Simply by entering some customer account information, the retailer can retrace a customer’s steps to see where the shopping experience went wrong.

The type of insightful data gleaned from this is invaluable, for it allows retailers to not only fix possible problems, but also to more tightly focus their Internet marketing campaigns.

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