Differences and Similarities: Customer Service in Traditional vs Online Retail

May 04, 2020 at 03:10 pm

1. Personalization

Traditional:

Brick and mortar stores are more sensitive to Customer Service complaints because they are made to serve a mass; the long lines, the crammed parking, the crowded holiday sales offerings, you get my point.

Online:

The advantages of shopping online for the customer are clear when compared to offline stores. No lines, get any question answered within a few clicks and don’t worry about searching tediously for vanishing products.

2. The Buying Journey

Traditional:

Customers will go through a different set of steps when shopping for products online rather than in person. The main difference is that no retail agent is physically there to walk a customer through the buying process and offer assistance. In traditional retail many times it is the retail agent who will bring expertise into the purchase process and guide the customer through it.

Online:

For online retailers, this means that their teams must be accessible virtually so that any inquiries impeding the customer from buying are taken care of. Bad Customer Service support is a driving force of lost revenue for online retailers.

3. The power of Data & Analytics

Traditional:

The traditional database is mainly for ritual structure i.e. storing data in different or mixed formats in a file. Also, It only provides the brief about the issues. But, for any organization it’s important to understand each and every issue and get the best insight of data to get better knowledge about the structure, however, it’s not possible with Traditional data.

Online:

Online retail creates a large advantage when it comes to data, given the vastly utilizable data analytics tools that are available to Ecommerce companies. Online business owners are mostly using omnichannel strategies to not only provide better assistance to their customers, but also gain a deeper understanding of their individual preferences. If a customer consistently verifies for product availability on the store’s app or always shops for the same product line managers are now able to track those preferences using software, which in turn informs their marketing and support strategies.

4. Quality Support is a make or break for both

At the end of the day, a bad experience for your customer will translate into similar results whether you are an online or offline retailer. If customers constantly undergo bad experiences at your store, then you will start to see the effects on conversions and sales, which translates into lost profits. Customer Support should be the one of the first places to look when management notices a decrease in sales revenue barring other variables. Over time, bad support is translated into a decreased Customer Lifetime Value. Customers become more enticed to try out the competition’s products and services in the expectation of a satisfactory experience.

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