Thursday, August 23, 2012

Online ordering experience with an e-commerce retailer in India


E-Commerce retail has created a buzz in Indian markets with many players trying to grab the wallet share. It goes without saying that all this buzz will naturally die down (already started?) and only few players who can really differentiate will exist in few years.

Being a professional in CX/CRM arena, I believe customer experience will act as a key differentiator for players in this space. And one of the recent experience with a big name has just showed the trend of downfall if that is how they want to work with their customers.

We, I and my wife, were browsing sites for a good gift for a kid. After spending good amount of time, we managed to select one pair of Spiderman walky-talky. As it goes, we specifically chose it because of the character which kid loves. We were all excited to touch and feel the walky-talky. As we opened the packet, there was a walky-talky but of a different character.

It was an instant let down, an outright negative experience for us. not to say, this was the first and last time we did a transaction with them. Here, assuming their inventory is still not real-time reflected, a simple call from them could have made a difference.

It is not always that we need to blame lack of technology integration, the customer experience is much more ingrained in the organization culture.

I hope other firms do take a cue.