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Customer Relationship Management Solutions
Case Study: Customer Relationship Management Solution
NBC used Voice of Customer Research to significantly improve the quality of customers' online experiences at its e-commerce store.
The Voice of Customer Research identified significant opportunities for helping customers and first time visitors establish an emotional connection with the NBC Universal site, so it become more than just a place to purchase show related items.
The research pointed out that people don't just want to transact on a site. They expect a continuation of the brand experience which motivated them to visit in the first place.
NBC RELEASES 6 WEB CUSTOMER EXPERIENCE BEST PRACTICES
Tip 1: Do not underestimate the brand expectations and “connection” people want to experience on your site.
- People aren’t just coming to buy!
- While people were clearly going to the NBCU online store to browse and shop, per the above this needed to be much more than just a transactional experience. If this didn’t occur, people abandoned.
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| Tip 2: Your customers are increasingly sophisticated on-line shoppers. They will not be shy about holding you accountable to meet their perceptions of best-in-class on-line performance per their other favorite sites. |
Tip 3: Consumers will be quick to abandon your site in favor of others if the following are not up to their standards:
- Ease of navigation, as customers define it.
- Relevant and useful levels of personalization.
- Visually appealing site which is consistent with your brand.
- Stay away from drab colors, i.e. “storm cloud gray” and “seas of white”.
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Tip 4: Do not risk alienating a segment of your customer base because your product offerings are perceived as too narrow or exclusionary.
- Sizes only for “petites”.
- Products only for the young.
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Tip 6: Think of the fulfillment process as a relationship building and sales opportunity:
- Include a personalized thank-you letter.
- For valued customers, include an occasional surprise gift of a discount coupon as a way of saying “we appreciate you.”
- Think carefully about the visual impact and appeal of the box or envelope.
- Per proven direct response practices, always include a product catalog.
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To learn more about other successful case studies utilizing the Opt-In Marketing Process, click here.
Contact Us for a complimentary consultation to discuss your needs and how the Consensual Marketing / Opt-In Process may satisfy them.
Voice of the Customer Relationship Research(TM) process is a trademark of Ernan Roman Direct Marketing
Creating Integrated Marketing Solutions | Business Market Research & Consumer Market Research | Customer Relationship Marketing
Contact Us for a complimentary consultation to discuss your needs and how the 3-Step Marketing Process®can solve them.
Customer Relationship Marketing | Creating Integrated Marketing Solutions | Business Market Research & Consumer Market Research | Customer Relationship Management Solutions |
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