January 26, 2014 by b2bwest
As we know, business has moved from the small, personalised interaction of the corner shop, through the price driven hypermarket era quickly followed by online shopping, to make retailers realize that there is something missing.
Not immediately apparent with the steady flow of bargain hunters pursuing expensive advertising campaigns for below-cost sale items was the realization that customers were only there for price. There was no loyalty, only the pursuit of the next deal.
With online shopping, the customer is empowered to seek the best pricing without the need to scan shelves, so retailers need to rethink their ethos and make some hard decisions.
The long-term thinkers in e-commerce such as Amazon and e-bay have build customer experience into the engagement process. Suppliers receive a ‘star’ rating, not from the online store, but from buyers themselves. The benchmark for a provider’s reliability and trustworthiness is in the hands of the end user. As Drucker states ‘There is only one truth, the customer’s perception’ (Drucker, 2011).
The age of social media and empowered public is here and the management of a business’s engagement in online interaction deserves deep consideration and a standalone strategy to manage customer interaction in a sustainable way.
The positive process of ‘double bagging’ is likely to delight most, but might been seen as wasteful by a small percentage who view only the short-term bottom line.
The management of social media interaction needs to be properly considered, resourced, measured and reviewed with regularity. Empowering customer interaction can be rewarding if the processes is properly managed and will be eroding if the rules are ignored.
Have you experienced any ‘Double-Bagging’ interactions recently?
If so, we would love to hear from you.