More Than a Click: Welcome to the Next Generation of e-Commerce
The power balance has shifted, and consumers realize they call the shots when it comes to getting what they want from brands. Get it right, and you win their loyalty for life. Get it wrong, and the consumer will not only take their business elsewhere, but they’ll encourage their entire network to do the same using social media’s massive megaphone, too.
Long gone are the days when you could leave consumers on hold for eternity, overpromise and underdeliver on customer service, and generally treat your customers as if they’re the lucky ones who get to spend their money on you. But the thing is, “[t]he probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5 – 20%,” Marketing Metrics reports. As such, establishing and then carefully fostering consumer relationships are vital to a brand’s success. Welcome to the next big shift in e-commerce.
Your customers have moved on...
In the digital-first era, it may seem counterintuitive to prioritize an engaging, human experience. Yet leading brands are providing consumers easy, intuitive access to live support where and when it’s needed most. The very best have already embraced the value of the mobile consumer, giving them a superior human-to-human brand experience right in the palm of their hands.
After all, now that there are more mobile devices than people in the world (more than 7.22 billion compared to the seven-billion population), some are calling the rise of mobile “the fastest-growing man-made phenomenon ever.” It’s not enough for brands to make their website mobile friendly and call it a day. Brands have to get creative and really think about the opportunity to be in every pocket — and perhaps soon on every wrist — of every consumer.
Now, let’s take a step back. How has your personal communication methods changed with your friends and family in the past decade? The answer is simple: messaging. Fewer and fewer people are connecting over phone calls; they choose the convenience of messaging instead.
Consider the results of this recent study on how people use their mobile devices. In the top-10 list of what people are doing on their smartphones, actually making a call is way down at number six. Numbers one and two? Messaging, of course.
Why is messaging so popular?
First and foremost, it’s convenient. And that’s not just because our mobile devices are usually within reach even when we sleep, but this convenience factor is also relative to an investment of time. Making a call requires the individual to commit to several minutes of talk time. It’s worse when you have to dial a brand’s 1-800 number. A message takes just a few seconds. Connect and reply when it’s convenient for you.
There’s also the privacy factor to consider. Frequently, when we have the chance to connect with friends and family we’re not alone. We’re on the train commuting to work, waiting in line at the bank, or browsing the grocery store aisles. Beyond the fact that considerate individuals don’t want to broadcast their conversations to everyone within earshot, they also want to avoid judgmental side eye from the person standing next to them, who really doesn’t care about the personal details of a stranger’s life.
The message is clear: The next generation of e-commerce has arrived — not with a bang, but with a ping...
Click here to see LivePerson’s infographic for more facts and statistics on how we connect.