In the digital era, businesses are increasingly leveraging technology to enhance their customer experience. This article explores how high tech can indeed equal high touch, and how businesses can humanize their e-business strategies. It delves into key considerations for businesses transitioning into e-business, and how they can maintain a personal touch in their customer interactions.
Remember the commercial where a sales manager distributed airline tickets to his sales team, fearing they were losing touch with their customers? This scenario encapsulates the apprehension many business leaders feel when considering the digital extension of their business. However, it's crucial to understand that high tech can indeed facilitate high touch.
When transitioning into e-business, there are several important factors to consider. These considerations can help you shape your digital growth strategy and ensure that your e-business strategies maintain a human touch.
Consider how you currently communicate with your customers on a daily basis. By integrating an online order-taking process into your existing business model, you can offer your customers the convenience of both traditional and online ordering. This not only saves your customers time but also fosters goodwill towards your company.
Identify the questions your customers frequently ask. A well-designed website can preemptively address these queries, saving both you and your customers time. Today's customers often use the internet and email to research potential vendors before making contact. By providing online FAQs, you equip your customers with the information they need, enabling your sales team to focus on personal, human interactions.
A study by Jupiter Communications revealed that 42% of companies took more than five days to respond to relevant email inquiries. If your customers are using email, you must be prepared to respond promptly. Consider who in your business will handle email inquiries, how they will be delivered, and whether you should outsource this function.
If your product development process involves frequent customer approval, consider setting up an Extranet. This secure, private network allows your customers to view the product at various stages of development and provide approval. This not only streamlines the approval process but also allows you to focus on building customer relationships during face-to-face interactions.
New web interface designs can replicate the dynamics of cross-selling and up-selling. By suggesting related products during a customer's search, you can enhance their shopping experience. Additionally, new software allows you to save customer searches and categorize them for future marketing efforts.
Simply having an online presence is not enough; you need to let your customers know you're online. Employ a mix of traditional and digital marketing strategies to inform potential customers of your online services.
Transitioning into e-business should not replace traditional selling methods. Instead, view it as an extension of your current model and an opportunity to enhance communication with your customers. By keeping your customers at the forefront of your digital strategy, you can create a profitable, humanized e-business.
