The internet is a big shopping mall, and customers zap in and out of online stores. Attractive products at competitive prices are not the only criteria for taking out the credit card. It’s the human factor that most online buyers look for before selecting their favorite online store that they come back over and again. Online shopping is trust based and hence customers look for responsive retailers who are able to answer their questions promptly. Research has shown that at least 28% customers abandon their shopping carts either because they were not sure of the product or they have failed to get a quick response from the retailer (Greenfield Online, 2000).
The need for interaction in e-commerce website is imperative. Email, forums and text based chats are great ways to interact with your customers. The only problem is you miss out on interaction at a personal level. This is a crucial element to build customer confidence on your product. You can subscribe to 1-800 numbers and that will allow you to interact with your customers over telephone. The problem is 1-800 number approach does not blend well into the concept of context based calling and more so it’s quite expensive. Customers browsing your website and following inner links of your pages are narrowing down on a purchase context. It is that context which is important to them before finalizing the purchase. So this is where context based web call can facilitate their purchasing decision by giving them a personal touch. It’s the customers browsing context that you want to capture so that you can effectively answer their questions.
References:
Bannan, K. (2000, October 23). Chatting up a
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