The Customer Is The Channel

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Outperforming Amazon with Dynamic Customer Experience and Engagement

With their breadth of available inventory and shipping infrastructure, it seems that Amazon has everyone cornered. But, there are incredible opportunities for brands and retailers to compete with Amazon – and thrive. In today’s post, we’ll focus on how to outperform the big, smiling behemoth when it comes to customer experience and engagement.

With the Growth of Amazon’s Third-Party Retailers – Customer Service Quality Is Deteriorating
Today, over 50% of products sold on Amazon come from third-party sellers who are responsible for providing their own customer service for items purchased through the online shopping portal. With this in mind, it’s no wonder that when shopping through Amazon, customer service and engagement is lacking in consistency, simplicity, convenience and positive outcomes. How many people have you heard complaining about problems with Amazon products, who struggle to navigate their arcane customer service methods that rely on website visits, emails and phone calls that feel as anonymous as buying bitcoin with gift cards?

This is where Amazon can be beat. Their quality lacks – in product, in experience and in communication. And this is where your opportunity lies.

Reaching Customers on Their Preferred Channels
It’s time for brands to step outside of their familiar cocoon of email, basic livechat service and IVR phone systems. Today’s consumers expect 24x7x365, instant customer service utilizing their preferred channels of communication like Facebook Messenger and Google Assistant. How many times have you called a customer service line and experienced the dreadful “press 1 for billing, press 2 for shipping, press 3 for product information, press 4 for deals and promotions.” How many times has this led you to hang up in frustration?

Conversely, how much time is spent by your customer service team answering simple tier-1 inquiries about order status? With advanced, automated customer service, you can cut support overheads by using proactive post-purchase communication, branded self-service and automated real-time assistance for over 90% of your customers’ needs. It’s time to ditch the archaic IVR phone system in exchange for synergized engagement across multiple channels, including:
➤ Facebook Messenger
➤ Google Assistant
➤ Alexa
➤ 2-way SMS chat
➤ Automated Livechat

Elevate Your Customer’s Brand Perception and Experience
“With no real-time assistance on these convenient channels, brands are doing no better than Amazon, and may be trying to compete head-to-head on things that they can’t win at, like same-day shipping,” says Linc Global Vice President of Marketing, Luke Starbuck. “Flanking the ‘Big Grin’ with automated assistance on a customer’s Google Home or Alexa, and helping a customer with their exchange, membership or questions about their order will elevate the customer’s perception and experience. Giving them all this, plus helpful advice, services and product recommendations across channels they like to use every day, like Facebook Messenger will give the brand more differentiation, and give the customer more reasons to come back and buy again.”

In fact, brands utilizing Linc Global’s purpose-built customer care automation platform have achieved an average of a:
➤ 21% opt-in rate to conversational channels
➤ 25% customer service cost reduction
➤ 32% more purchases within 30 days from opted-in customers
➤ 17% product recommendation click through rate, and 5% conversion rate

Though they lead with product, price and convenience, the real-life experience of shopping with Amazon leaves plenty of room for brands to offer more, and create better customer experiences. Establishing automated assistance across convenient channels gives the customer a new level of satisfaction, and gives the business tangible results and ROI. Now is the time to leverage the opportunity, and establish new ways to compete with Amazon’s perceived dominance.

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