The retail industry is being reshaped by the boom in eCommerce and the acceleration of digital adoption . Omni-channel is now the minimum demand and your customers’ increased longing for convenience asks for a hyper-personal Customer Journey. But even in this digital era, keeping your customer close comes first. Nothing beats real-life human interactions, especially when it comes to personal decisions where there’s a lot at stake.
Have you ever wondered how you could bring that human-touch you offer your customers in-store into the digital world?
Check out these 3 tips on how to make video calling a successful part of your omni-channel eCommerce strategy and deliver next-level customer experiences with online advice.
1. Validate your use-case and value-proposition.
Before anything else, let’s take a look at the current reality: There’s been a massive increase in the number of channels within retail, so among this vast ocean of customer-interaction channels such as chat-bots, email, phone calls, or self-service features, where does video-calling come in? And more importantly, how can you integrate it within your omni-channel journey in a way that brings real value into your customer experience?
Well, you need to have the right use-case in place. Live video calling works best with your customers when there’s high value conversations at stake, within longer consideration periods, or when these conversations entail a personal, visual, or complex element. On the contrary, you can leverage your less complex channels such as chat-bots or self-service features for simple or frequently asked questions.
2. Get the right stakeholders onboard.
As for any important project within your organization, getting the buy-in from the right stakeholders can play a key role in the successful implementation of video-calling within your customer journey. Involving the right people and personnel will allow you to get on board the necessary expertise and support needed for a well-rounded and successful integration that works smoothly with all of the other pieces that make up your omni-channel strategy.
3. Create a seamless and secure journey.
Lastly, and since we are talking about achieving a smooth integration, it is very important to acknowledge that video-calling is not simply a plug and play channel of interaction. For customer-first video calling to be successful, it has to be integrated within your customer journey in a strategic and smart way, taking into account where it is exactly that your customer will need this real-time live assistance from your team, whether it’s to receive personal advice on a certain service or product, or to help them navigate through your website to finalize a process or take their next action.
A great customer-journey example that has integrated video-calling in a smart and smooth way to offer live advice to their customers is Holland & Barrett. By offering their customers the chance to book an online consultation with their well-being advisors through live video-calling, they’ve managed to increase customer satisfaction (achieving an average cSAT of 9.5/10), increase conversions, and offer an overall excellent shopping experience that puts their customer’s trust and convenience at the forefront of it all.
Want to learn more about how you can also offer better customer experiences by integrating video-calling into your omni-channel shopping journey?
Check out this on-demand webinar with Holland & Barret, where we dive deep into their customer journey and live video-advice implementation success.