It is the basis of the customer relationship: sell! Because, without purchase, talk of customer relationship. Is its outcome, because the purpose of any policy of relationship with the customer is to keep all its customers and, above all, to transform his potential client, its prospect, in a real buyer.
What is it The "processing". At the Federation of distance (Fevad) selling it not to cache not: transformation rates of members, former vépécistes or new stars of e-commerce, are "confidential", as "strategic". It includes. When there is no client physically opposite, when little is known about him that the path of its clicks from a search engine or the home page of its site to the product or service that interests him, commercial success has hold single customer relationship wire.
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"The first thing it must be said is that the digital relationship breaks all the codes," explains to readily Catherine Barba, specialist recognized e-commerce and client relationship over the past fifteen years. "On the Internet, on a no hold on to the consumer," says designer agency Malinea Council and the merchant site Cashstore.fr. "It is surinformé and open to huge competition: it is 65,000 shops online click." In fact, the profession, orders of magnitude more than half of Internet users travelling on an e-commerce site go there first to inquire about products, compare their characteristics, their prices, etc. "The Internet is used to prepare its purchases, including through the forums to find out what other consumers think"", on the model of what TripAdvisor travel", details Catherine Barba.
Another figure used to measure all of the difficulty of the art of transformation for the e-commerce: the average rate is 1, according to Malinea. The Fevad indicates a rate of 1.88 for a panel of 15 large sites. Everything is said. 100 Persons accessing an e-commerce site, 99 leave without having made purchase.
"Today, the merchants, including young entrepreneurs, even though it is expensive, know how to come to their site visitors, but how to give them confidence, how to convince them to buy, it is another matter," said Catherine Barba, last February, on BFM Radio. This would even, despite the recorded boosts all the months, the reason for the delay of the French market of e-commerce (25 billion euros) on its English counterpart.
The consultant, everything is question of "empathy". To improve its customer relationship in e-commerce, "is whether putting yourself the client", which also implies "specific culture and a State of mind".
The time is in the "customer experience management. Step of fixes, but a series of small things which, placed end to end, can do better: animation community to the good preparation of case "object" of mail passing through small quiz to learn more about the prospect without the air ask him to fill out a form in the home database. "It must create preference with other levers as the reward," said Catherine Barba. For her, "not question disturb the contact be relaunching without good reason."
Another track is to wake up the "abandonnistes" (those who go on the cart page but that does not finalize the purchase), taking up contact with them. Franck Poisson, Director of the new e-commerce of Toys 'R' Us activity, a simple recipe is, since the surfer first seeks to inform, to make the Web more information product that are available in the store. Realistic, Catherine Barba also recalls this first truth: "It is still the offer - its width, its depth, the offer price - which leads to the sale."