Essay Improving Customer Satisfaction At Online Shopping

1105 Words Jun 13th, 2016 null Page
Ensuring Customer Satisfaction
While online shopping is growing, surpassing 300 billion in 2014, it only accounts for less than 10% of all annual retail sales (Enright, 2015). This is in response to many factors. However, the customer’s level of comfort, or lack of it, with the online experience is the biggest obstacle (Holden, Belew, Elad, Rich, & Gulbrandsen, 2008). Probably the most effective way for a company to combat this drawback and grow its customer base is through customer service. While customer service is about the entire customer process of shopping, purchase, and delivery, there are actually many components. Three critical pieces are having a user friendly website, providing pertinent information about the product, and exceptional communication (Cox, 2013).
Companies need to make sure their websites are fast loading and easy to navigate. The back button is a bigger threat to an ecommerce company than the competition (Schiff, 2015). Sites are loaded through different platforms, including computers, cell phones, and tablets and must function efficiently on any of them. This means the ecommerce company needs to make sure its site is optimized for mobile use. Many mobile shoppers will leave a site if it takes more than 3 seconds to load and approximately “30 percent will abandon a purchase transaction if the shopping cart isn’t optimized for mobile devices” (Mills, 2013, para. 1). Lost business at that point often means the company does not get another chance to…

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