More than 30 years ago, the first purchase was made on the Internet. Under the B2C model (business to consumer), online e-commerce platforms focused on fulfilling product delivery. Years later, they focused on adding operational collaborations such as package tracking. Nowadays, online stores orient their processes towards consolidating a total customer experience through tools such as the Contact Engagement Center.
Selling products or services online ensures companies reduce operating costs. However, expanding the reach of the number of potential buyers by offering through social networks, online stores, and two-way messaging applications such as WhatsApp forces companies to implement omnichannel strategies to solve customer needs in an individualized way.
Omnichannel strategy in e-commerce
In online stores, customers consult information, purchase products, and communicate with brands through interaction channels that companies must manage adequately. wolkvox enables developing an omnichannel strategy by integrating channels such as text messages, email, webchat, click to call, web call back and instant messaging from applications such as WhatsApp, Telegram, Facebook Messenger, Instagram Direct, among others.
The management of communication and customer service through Customer Engagement Center platforms allows businesses that offer their products and services online to improve the process, as explained by John Jorge Rincón at the eCommerce Suppliers Fair organized by the Colombian Chamber of Electronic Commerce from March 10 to 12, 2021.
During the presentation of our Director of Marketing and Sales of wolkvox, John Jorge Rincón, in the talk "Transforming E-Commerce with Customer Engagement Center solutions," we shared with the attendees how our suite supports the sales process. wolkvox allows us to efficiently reach the target audience by providing customers with timely information during the purchase through voice or chat attention, notifying the delivery process's news, and even modeling customer behavior to generate decisions on offers, product repurchase, and cross-selling.
Transforming companies' online sales process using tools such as the Customer Engagement Center requires a constant evaluation of the purchase process. With this evaluation, we can identify the best time and channel to provide advice and support; know our customers through data generated by the reports will help make more appropriate communication strategies. In moments of truth, we can solve appropriately without affecting the established service levels.
E-commerce trends 2021
"Personalization of interaction during the user experience, trust in data privacy, customer analysis with complementary tools, and the inclusion of artificial intelligence to interpret events, automate decisions, and take actions are the trends for this year in e-commerce" by Gartner.
It is a highlighted fact that by 2021, more than 40% of data and analytics projects will be related to an aspect of customer experience, even among the main strategic technology trends this year that privilege the customer at the center of the process. Total Customer Experience stands out, which combines Multiexperience (MX), Customer Experience (CX), and Employee Experience (EX) to streamline operations and generate differentiation opportunities with competitors.
From e-commerce to m-commerce
The first B2C e-commerce system in 1984 gave way to the early years of online commerce platforms. During the '90s, the world wide web (www) arrived; the NSF lifted the ban on e-commerce on the Internet; the credit card was used for the first time as a payment method. The SSL security protocol was introduced; companies such as Amazon.com, eBay, and Alibaba were born.
In 2000 the arrival of Google Adwords, online sales by market segmentation, the launch of virtual wallets, Google Wallet, and Apple Pay modeled the concept of mobile commerce. The customers no longer need to be only in browsers to buy products or services, and now they can do it from their cell phones or tablets regardless of the place.