{"id":3037,"date":"2018-10-18T11:00:49","date_gmt":"2018-10-18T10:00:49","guid":{"rendered":"\/gb\/en\/blog\/?p=3037"},"modified":"2023-01-16T17:24:34","modified_gmt":"2023-01-16T17:24:34","slug":"ecommerce-customer-journey-mistakes","status":"publish","type":"post","link":"\/gb\/en\/blog\/ecommerce-customer-journey-mistakes\/","title":{"rendered":"The Ecommerce Customer Journey Mistakes that are Losing You Customers"},"content":{"rendered":"<p class=\"lead\"><u><a href=\"https:\/\/www.forbes.com\/sites\/shephyken\/2015\/09\/03\/how-quickly-do-your-customers-get-the-answers-they-want-and-their-complaints-resolved\/#147d17213eae\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>59%<\/strong><\/a><\/u> of online shoppers will stop shopping with you after a bad experience, and <strong><u><a href=\"https:\/\/www.forbes.com\/sites\/shephyken\/2015\/09\/03\/how-quickly-do-your-customers-get-the-answers-they-want-and-their-complaints-resolved\/#147d17213eae\" target=\"_blank\" rel=\"noopener noreferrer\">40%<\/a><\/u><\/strong> of those customers will tell others about it. What\u2019s more worrying, is that <strong><u><a href=\"https:\/\/www.forbes.com\/sites\/shephyken\/2017\/04\/01\/are-you-part-of-the-62-billion-loss-due-to-poor-customer-service\/#dd1714f7e5fb\" target=\"_blank\" rel=\"noopener noreferrer\">80%<\/a><\/u><\/strong> of businesses think that their customer service is great, when in reality, only <strong>8%<\/strong> of customers agree.<\/p>\n<p>A positive customer journey is not only vital for keeping your existing customers, but it\u2019s also crucial for attracting future customers. Yet so many companies are making simple mistakes that are driving customers away. It\u2019s time to be brutally honest about whether you\u2019re guilty of these common mistakes and, if you are, do something to fix it.<\/p>\n\t<div class=\"cta-banner  CID-2FdM5dTp IID-6a08723799978\"\r\n\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t<div class=\"cta-banner-img-wrap\">\r\n\t\t\t<div class=\"cta-banner-img\" style=\"background-image:url(\/gb\/en\/blog\/wp-content\/uploads\/2018\/09\/contact-centre-relationships-250x140.jpg)\"><\/div>\r\n\t\t<\/div>\r\n\t\t<div class=\"cta-body\" data-dl-custom-type=\"ctaButton\">\r\n\t\t\t<span class=\"cta-sub-heading\"><\/span>\r\n\t\t\t<h3 class=\"cta-heading\">Find out how RingCentral can help you keep your communication costs down<\/h3>\r\n\t\t\t<p><\/p>\r\n\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\thref=\"https:\/\/www.ringcentral.com\/gb\/en\/\" class=\"btn btn-primary\"\r\n\t\t\t\ttarget=\"_blank\" rel=\"noopener\" data-dl-additional-info=\"Find out how RingCentral can help you keep your communication costs down\"\r\n\t\t\t\tdata-dl-name=\"Find out how RingCentral can help you keep your communication costs down | Learn more\">Learn more<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n<h2><strong>1. Not having a consistent brand experience<\/strong><\/h2>\n<p>Multi-channel selling and omnichannel selling are great strategies that will increase your exposure, grow your customers and improve your sales. Selling on your own website, mobile app, in-store, on social media and on online marketplaces, such as Amazon and eBay, not only solidifies your brand but also satisfies the customer\u2019s need to have between <u><a href=\"https:\/\/www.salesforce.com\/blog\/2015\/04\/takes-6-8-touches-generate-viable-sales-lead-heres-why-gp.html\" target=\"_blank\" rel=\"noopener noreferrer\">6-8 touches<\/a><\/u> before clicking the \u2018buy\u2019 button.<\/p>\n\t<div class=\"cta-banner  CID-2FdM5dTp IID-6a087237999b4\"\r\n\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t<div class=\"cta-banner-img-wrap\">\r\n\t\t\t<div class=\"cta-banner-img\" style=\"background-image:url(\/gb\/en\/blog\/wp-content\/uploads\/2018\/07\/harmony-contact-desktop-photo-2.png)\"><\/div>\r\n\t\t<\/div>\r\n\t\t<div class=\"cta-body\" data-dl-custom-type=\"ctaButton\">\r\n\t\t\t<span class=\"cta-sub-heading\">Contact Centre 2.0: Rise of the<\/span>\r\n\t\t\t<h3 class=\"cta-heading\">Collaborative Contact Centre<\/h3>\r\n\t\t\t<p>Get the full report on how digital transformation is making contact centres unified, collaborative, and intelligent.<\/p>\r\n\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\thref=\"https:\/\/www.ringcentral.com\/gb\/en\/lp\/collaborative-contact-centre.html\" class=\"btn btn-primary\"\r\n\t\t\t\ttarget=\"_blank\" rel=\"noopener\" data-dl-additional-info=\"Collaborative Contact Centre\"\r\n\t\t\t\tdata-dl-name=\"Collaborative Contact Centre | Get your copy here\">Get your copy here<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n<p>However, the benefits of multichannel selling are quickly negated by having an inconsistent brand experience across sales channels. Different branding, conflicting descriptions and incompatible platforms &#8211; they all push trust down and drive buyers out. Avoid this common trap by:<\/p>\n<ul>\n<li>Creating a brand and tone of voice that is consistent across all of your touch points<\/li>\n<li>Ensuring that your website and mobile site are both compatible and identical in style and branding<\/li>\n<li>Duplicate your listings, images and pricing across your sales platforms by using a multichannel management software system<\/li>\n<\/ul>\n<h2><strong>2. Not processing orders quickly or consistently<\/strong><\/h2>\n<figure id=\"attachment_3317\" aria-describedby=\"caption-attachment-3317\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><a href=\"\/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/order-processing.jpg\"><img decoding=\"async\" class=\"wp-image-3317 size-rcconnect_uk_2017-post-feature-1000x664\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/order-processing-1000x664.jpg\" alt=\"Processing orders quickly\" width=\"840\" height=\"558\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/order-processing-1000x664.jpg 1000w, \/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/order-processing-743x493.jpg 743w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/a><figcaption id=\"caption-attachment-3317\" class=\"wp-caption-text\">Speed and consistency in processing orders drive buyer expectations.<\/figcaption><\/figure>\n<p>We\u2019re in an age where customers want their products now. Amazon has demonstrated that not only is a 1-hour delivery time possible, but it also\u2019s exceedable and it\u2019s driving buyer expectations. <u><a href=\"https:\/\/www.expandly.com\/2018\/08\/30\/future-shopper-ecommerce-2018-beyond\/\" target=\"_blank\" rel=\"noopener noreferrer\">22%<\/a><\/u> of online shoppers expect their purchases to be at their front door within 12 hours and <u><a href=\"https:\/\/www.expandly.com\/2018\/08\/30\/future-shopper-ecommerce-2018-beyond\/\">43%<\/a><\/u> expect it within 24.<\/p>\n<p>Failing to keep up with expectations is driving customers away and negative reviews up, yet\u00a0 managing multiple orders across multiple sales channels is simple by:<\/p>\n<ul>\n<li>Centralising all of your orders and order processing through a multi-channel management system and a central <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/teams\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\">team collaboration software<\/a><\/span>.<\/li>\n<li>Keeping on top of your inventory to ensure that your orders are never delayed by out of stock or oversold item.<\/li>\n<li>Using a real-time communication system that allows customers to get immediate responses to their sales queries.<\/li>\n<\/ul>\n<h2><strong>3. Having a slow, inconsistent and outdated customer service offering<\/strong><\/h2>\n<p>Many online retailers are so concerned with providing a consistent sales experience across their multiple sales channels that they neglect to duplicate that consistency across their customer service.<\/p>\n<p>Consumers\u2019 need to speed doesn\u2019t stop at delivery. <u><a href=\"https:\/\/www.pure360.com\/white-papers\/customer-journey-strategy-practice-research-report\/\">Two-thirds<\/a><\/u> expect a same-day response to queries and <u><a href=\"https:\/\/www.pure360.com\/white-papers\/customer-journey-strategy-practice-research-report\/\">43%<\/a><\/u> expect a response within just one hour. The days of back-and-forth email chains are gone and to stay competitive you should:<\/p>\n<ul>\n<li>Put the customer in control of their communication journey by offering multiple real-time communication choices such as email, phone, SMS, live chat and social media.<\/li>\n<li>Provide a consistent and seamless service regardless of communication type by using a <a href=\"https:\/\/www.ringcentral.com\/gb\/en\/contact-centre\/overview.html\">contact centre solution<\/a>.<\/li>\n<li>Enable staff to access a history of contact, allowing queries to be dealt with efficiently.<\/li>\n<\/ul>\n<p>And don\u2019t assume that phone is dead &#8211;\u00a0 <u><a href=\"https:\/\/www.thinkwithgoogle.com\/_qs\/documents\/699\/the-mobile-movement_research-studies.pdf\">61%<\/a><\/u> of mobile searchers follow up with a phone call, making a \u2018click to call\u2019 <a href=\"https:\/\/www.ringcentral.com\/gb\/en\/office\/features\/voip\/overview.html\">VoIP<\/a> button on your website essential.<\/p>\n<blockquote><span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fringcentr.al%2F2NO0oyx&#038;text=Collaboration%20tools%20allow%20teams%20to%20connect%20via%20team%20messaging%20and%20video%20as%20well%20as%20providing%20a%20platform%20to%20share%20files%2C%20assign%20tasks%2C%20and%20coordinate%20schedules.&#038;via=RingCentralUK&#038;related=RingCentralUK' target='_blank'rel=\"noopener noreferrer\">Collaboration tools allow teams to connect via team messaging and video as well as providing a platform to share files, assign tasks, and coordinate schedules. <\/a><\/span><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fringcentr.al%2F2NO0oyx&#038;text=Collaboration%20tools%20allow%20teams%20to%20connect%20via%20team%20messaging%20and%20video%20as%20well%20as%20providing%20a%20platform%20to%20share%20files%2C%20assign%20tasks%2C%20and%20coordinate%20schedules.&#038;via=RingCentralUK&#038;related=RingCentralUK' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/blockquote>\n<h2><strong>4. Not collaborating internally<\/strong><\/h2>\n<p>Providing an around-the-clock e-commerce service can make internal collaboration difficult, but it\u2019s important to note that a seamless customer journey begins internally with your staff.<\/p>\n<p><a href=\"\/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/glip-blade-4-image.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-3320 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/glip-blade-4-image.jpg\" alt=\"Internal collaboration\" width=\"939\" height=\"538\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/glip-blade-4-image.jpg 939w, \/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/glip-blade-4-image-300x172.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/glip-blade-4-image-768x440.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2018\/10\/glip-blade-4-image-640x367.jpg 640w\" sizes=\"(max-width: 939px) 100vw, 939px\" \/><\/a><\/p>\n<p><u><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/teams\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\">Collaboration tools<\/a><\/u> allow teams to connect via team messaging and video as well as providing a platform to share files, assign tasks, and coordinate schedules.<\/p>\n<p>Multi-channel management software centralises your listings, orders, inventory, shipping, invoicing and reporting, allowing teams to easily pick up tasks anywhere, at any time.<\/p>\n<h2><strong>Stop making these mistakes<\/strong><\/h2>\n<p>Bad customer service is causing UK businesses <u><a href=\"\/gb\/en\/blog\/stop-losing-money-poor-customer-service\/\">\u00a337 billion<\/a><\/u> per year, but it doesn\u2019t have to affect you. Follow the tips in this blog to create a seamless staff and <span style=\"text-decoration: underline;\"><a href=\"\/gb\/en\/blog\/customer-communications-retail\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey<\/a><\/span> that will see everyone coming back for more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>59% of online shoppers will stop shopping with you after a bad experience, and 40% of those customers will tell others about it. What\u2019s more worrying, is that 80% of &hellip; <a href=\"\/gb\/en\/blog\/ecommerce-customer-journey-mistakes\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;The Ecommerce Customer Journey Mistakes that are Losing You Customers&#8221;<\/span><\/a><\/p>\n","protected":false},"author":244,"featured_media":3316,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,15],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Ecommerce Customer Journey Mistakes that are Losing You Customers | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"A positive customer journey is not only vital for keeping your existing customers, but it\u2019s also crucial for attracting future customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/ecommerce-customer-journey-mistakes\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Ecommerce Customer Journey Mistakes that are Losing You Customers | RingCentral UK Blog","description":"A positive customer journey is not only vital for keeping your existing customers, but it\u2019s also crucial for attracting future customers.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/gb\/en\/blog\/ecommerce-customer-journey-mistakes\/","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":":\/gb\/en\/blog\/ecommerce-customer-journey-mistakes\/#article","isPartOf":{"@id":"\/gb\/en\/blog\/ecommerce-customer-journey-mistakes\/"},"author":{"name":"RingCentral Team","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c"},"headline":"The Ecommerce Customer Journey Mistakes that are Losing You Customers","datePublished":"2018-10-18T10:00:49+00:00","dateModified":"2023-01-16T17:24:34+00:00","mainEntityOfPage":{"@id":"\/gb\/en\/blog\/ecommerce-customer-journey-mistakes\/"},"wordCount":829,"commentCount":0,"publisher":{"@id":"\/gb\/en\/blog\/#organization"},"articleSection":["Business Trends - 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