After, buying an electric razor for the first time from an online site, the customer was struggling to use it while using it for haircuts. Frustrated with the purchase, he went to the site’s AI-chatbot services to seek help but it was of no use. The AI-chatbot was unable to provide accurate solutions to his problems with the usage of the same and left him frustrated.
As online shopping becomes mainstream, the consumer touchpoints would also require to be digital to ensure a seamless shopping experience.
According to a joint report by Omidyar, Bain&Company, and Google, a significant number of online shoppers become disappointed with shopping online due to frictions in the process while returning a product. Also, a report from WAT Consult reveals that sometimes chatbots are incapable to solve people’s questions effectively and precisely.
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According to a joint report by Omidyar, Bain&Company, and Google, a significant number of online shoppers become disappointed with shopping online due to frictions in the process while returning a product.
Below is the list of digital touchpoints that businesses need to keep in mind.
Must have consumer digital touchpoints required to build in a digital business
The product catalogue
Hardly any consumer before using a product reads a catalogue and if the product fails to function the blame goes to the quality and results in an angered customer giving bad reviews largely impacting the prospective buyers of that brand. To avoid such consumer criticism, digital brands should ensure that the customers before making a purchase understand a product functioning for which the brands need to provide an authentic product usage visual demonstration at the point of purchase.
Chatbots, do you understand my problems?
To offer customers a swift and prompt customer care service 24X7, digital businesses became fond of implementing chatbots and it has worked wonders. But, an evolving customer base comes with a unique set of problems that at times chatbot might be unable to answer the queries, no matter how much we create multiple combinations of questions and answers for the chatbot. Also, with digital businesses burgeoning into tier-II and tier-III cities businesses need to make their technology in customer service more inclusive and give them a comfortable experience.
Telling your tale through social media
Today, if a business is not on social media, its credibility is questioned. Businesses should leverage social media platforms to provide relevant content or industry information that will establish a reputation with the customer base. Content on helpful tips will help increase the reach of the brand.
Apps or website
Smartphones becoming absolutely handy, apps and website become an essential digital consumer touchpoint to attract consumers and offer them a seamless navigation experience. The app or website of a business should be easily viewable on a range of devices, otherwise the business is bound to lose customers.
By developing a digital touchpoint strategy, businesses can entice customers and they have the best shopping experience from their online store and build a loyal consumer base.
