Technology is Transforming the E-Commerce | Productive&Free

Key Takeaways

● Technology Streamlines Every Stage of the Customer Journey

● Digital Tools Simplify Research and Purchases

● After-sales support and Advocacy Are Enhanced

● Technology Drives Growth Through Personalization and Automation

● Customer-Centric Approaches Lead to Success

Technology is transforming the e-commerce customer journey in many different ways. In this post, we will explore a few of the major impacts that the former has had on the latter.

But first…what is an e-commerce customer journey? What are the steps involved in the customer journey?

These are some of the fundamental questions that we must first clear before we get to the big one.

What is an e-commerce customer journey?

A customer journey, in general, is known as the process that starts with a customer becoming aware of a certain product/service and ends with the customer purchasing said product/service. In other words, the journey encompasses all the steps through which a potential lead discovers a product, learns more about it, and then purchases it (at which point they become a customer).

An excellent definition by Mailchimp is as follows:

A customer journey outlines the different steps your customers take to become customers.

This is the general definition of the customer journey.

E-commerce customer service can be thought of as the customer journey that is undergone by e-commerce customers rather than traditional ones.

What are the steps in an e-commerce customer journey?

Now, let’s talk about the various delivery models that are included in such a customer journey. By understanding all of these various steps, we will be able to talk about how technology plays a role in them.

The stage of “Awareness”
The stage of “Consideration and Research”
The stage of “Purchase”
The stages of “Retention” and Loyalty”
The stage of “Customer Satisfaction and Word-of-mouth marketing”

The stage of awareness is when the customer (who is, at the time, not a customer but a lead) becomes aware of the brand and their offerings. This happens in different ways, such as through direct company marketing or word-of-mouth.

The stage of consideration and research is when the lead learns more about the product and compares it with other options. They also think about their budget and their needs and decide whether or not they want to go through with the purchase.

After that comes the stage of “purchase,” where the lead becomes a customer by paying for the product.

The stage of retention and loyalty is when an effort is made to keep the customer happy by providing them with after-sales support and ensuring they are using the product properly.

After that comes the stage of satisfaction and advocacy, where a customer is not only satisfied with the product that they have purchased but actively advertises it by word of mouth.

Now that we’re done looking at the different stages of the customer journey let’s take a look at how technology is transforming it.

Impact of Technology on E-commerce Customer Journey

Here are some of how technology has affected the different parts of e-commerce customer service.

#1 Technology has made marketing and brand exposure much easier

Nowadays, a lot of people spend a lot of their time on the internet. They are exposed to brands online through different channels and methods. The method of promoting a brand and its offerings via digital means is known as digital marketing. It is based entirely on technology.

Digital marketing, as compared to traditional marketing, is much easier and simpler. For many brands, it was a challenge to get a person inside the customer service in e-commerce, let alone complete it. However, nowadays, due to methods such as digital marketing, it is much easier.

Here are some of how this is manifested:

● Nowadays, brands can make websites and perform SEO to get them ranking in the search results. This can allow the websites to be organically visited by users online, introducing them to the brand and its offerings.

● Many brands also perform email marketing. This involves sending emails to potential leads to introduce them to a brand. This is a popular method that is used by many e-commerce businesses.

● Other forms of content marketing, such as blogs, are also very popular and effective for this purpose.

#2 Technology has made it easier for customers to perform research and learn more about the products they want to buy

In the same way that technology helps leads and customers get familiar with a brand, it also allows them to research the products before making a purchase.

It is normal and expected for the leads to learn more about the products that they are looking to buy, and the easier they are able to do so, the quicker is their purchase.

People can use the internet to conduct research on the products and services they want to buy. They can look up buyer reviews and testimonials to see what other people have to say about them.

In this way, technology allows buyers to make informed decisions about their purchases and move further along the customer journey.

#3 Technology has made purchases easier in the form of e-commerce

The main stage of the customer journey is when the lead becomes a buyer. Even for this step, technology plays a big role.

Using online payment platforms, customers can make their purchases online and save time. They don’t have to physically travel to a store and arrange for cash/cards, etc., to buy the products that they have chosen.

Technology has transformed this part of the customer journey by making it easy for customers to make purchases.

#4 Technology has made it easier for brands to provide after-sales support and ensure customer satisfaction.

This is an important part of the customer journey, as it helps ensure that the customer is satisfied with their purchase and will become a loyal, recurring patron in the future.

If the customer is dissatisfied in this phase, it can mean bad news for the brand as its reputation can get tarnished.

There are different ways in which technology can be used to provide after-sales support to customers. For example,

● Using technology, businesses can help make sure that customers can easily get in touch if the need arises. For example, they can print QR codes on the packaging of the product so that customers can easily scan them and access the brand’s website. The customers can then find various information related to the product on the website. (QR codes are used quite commonly nowadays. The customer is expected to use an online QR code scanner to access the information stored in it, which can either be a URL or simple text.)

● E-commerce businesses can also set up an online support channel that customers can visit if they have any questions about the product or if they want to initiate a return or replacement, etc. Live human agents can take the customers' questions and queries and guide them.

● AI (Artificial Intelligence) can also play a helpful role here. It is an emerging and growing branch of technology that allows automation in various tasks and jobs, including online support. Brands and businesses can set up automated chatbots that can address customer concerns without the need for human intervention.

#5 Technology allows customers to advocate for brands in a much easier and effective way

Technology, in the form of online review platforms and social media, makes it very easy for customers to advocate for brands and spread word of mouth.

If a customer likes their purchase, they can take it to the internet and share it with others on online review sites. They can also leave their thoughts on the brand’s own website or on intermediary sites (if involved) such as Amazon. That way, other potential leads can also be convinced to buy the product. The e-commerce business will get more and more customers, and the cycle will continue.

On the other hand, social media can also play a big role in spreading word of mouth and brand advocacy. Someone may share an ecommerce customer experience with a product on their WhatsApp status and get other people interested as well.

Final Thoughts

These are some ways in which technology is transforming the e-commerce customer service process. Essentially, technology makes all the steps easier and quicker to perform. Whether it is making the actual purchase, promoting the product afterward, conducting the research beforehand, etc., technology has a way of making everything quick and efficient.

FAQs

1. How has technology simplified the purchasing process?
Technology has revolutionized the purchasing phase by introducing online payment systems, mobile wallets, and user-friendly checkout e-commerce customer experience. Features like one-click purchases and personalized recommendations enhance convenience and encourage quicker transactions.

2. How does technology enhance customer retention and after-sales support?
Technology enables businesses to provide seamless after-sales support through AI chatbots, live chat systems, and QR-code-based resources. These tools ensure customer service in e-commerce and foster long-term loyalty by addressing concerns quickly and efficiently.

3. What role does technology play in customer advocacy?
Technology empowers to sharing of e-commerce customer experience via online reviews, social media, and referral programs. Platforms like Instagram and Facebook allow satisfied customers to advocate for brands, driving credibility and attracting new leads.