https://www.sellbrite.com/blog/why-every-ecommerce-business-needs-a-dedicated-customer-experience-team/

Why Every Ecommerce Business Needs a Dedicated Customer Experience Team

Why Customer Experience Matters

  • 42% of online customers find recommendations from friends and family influential, twice the number who cite advertisements as influential when determining where to shop.
  • 23% of shoppers are influenced by social media recommendations/reviews.
  • 42% of online shoppers want more testimonials from ecommerce sites.
  • On average, loyal customers are worth up to 10 times as much as their first purchase.
  • It takes 12 positive experiences to make up for one unresolved negative experience.
  • News of bad customer service reaches more than twice as many ears as praise for a good service experience.
  • For every customer who bothers to complain, 26 other customers remain silent.
  • 70% of buying experiences are based on how the customer feels they are being treated.

How to Build a World-Class Customer Experience Team

  • Director of Customer Experience — this person is responsible for developing strategies, uncovering opportunities, and managing all projects and initiatives that relate to customer experience. The person in this role should be confident, creative, organized, comfortable with managing people and deadlines, obsessed about customer relationship management, and willing to test and fail.
  • Customer Success Representative — this person is responsible for answering questions that come in over email, following up with customers to make sure they received their products and are happy, and working with the social media manager to respond to questions and comments that come through on social media channels. Your customer success representative may also launch NPS surveys to determine customer happiness. The person in this role should be a good communicator with strong writing skills and an attention to detail. They should be patient, empathetic, and enthusiastic about interacting with all types of customers.
  • Social Media / Community Manager — this person is responsible for monitoring social media accounts for comments (both good and bad from customers). In addition, this person should also be proactive about finding conversations that are happening on social media about your products or company, even if they aren’t occurring on your pages. This person should work with the customer success representative to respond to questions and comments from customers on social media. The person in this role should also be patient, organized, empathetic, and a strong communicator.
  • Customer Advocacy Artist — this person is responsible for packaging, fulfillment, and sending handwritten thank you cards to new customers. They are your customer delight expert. The person in this role should be creative, artistic, and excited about testing new ideas to show customers how much you appreciate them.
  • Front-End Web Developer — this person is responsible for making sure customers have a positive experience when they land on your website, interact with any of your product pages, or go through the process of purchasing a product from your store. They are also responsible for working with the content marketing specialist and brand manager to create compelling, helpful content for customers. The person in this role should have the development skills and experience necessary to make changes to your website.
  • Content Marketing Specialist — this person is responsible for creating helpful, rich, educational content for customers. Remember: your job as an ecommerce leader is to provide value for your customers, in addition to providing them with great products. To differentiate from competitors, you need to leverage yourself as a resource. That’s where your content marketing specialist comes into play. Your content marketing specialist may also help with creating and launching email campaigns for customers. Finally, this person will be in charge of developing the standard voice and style that the rest of your team uses when interacting and engaging with customers. The person in this role should be organized, a strong writer and communicator, skilled in the areas of content creation, content strategy, and content promotion.
  • Brand Manager / Designer — this person is responsible for making sure that all projects and initiatives that relate to customer experience align with brand guidelines and standards. This person also works closely with most members of the team to create original graphics that can be used when engaging or reaching out to customers. The person in this role should be creative, artistic, and able to manage multiple projects and multiple deadlines at once.
  • Technical Product Expert — if you have products that require a lot of technical education or support, you should have a product expert who can be available to interact with customers when they need help. The person in this role should be a strong communicator and writer, and should know your products inside and out.
  • Data Analyst — this person is responsible for collecting, analyzing, and presenting data that relates to your customers. You should leverage them when you want to learn more about your customers, or when you want to use data to validate new ideas. The person in this role should have a strong background in analytics and BI.

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William Harris

William Harris

VP of Marketing #GrowthHacking #Entrepreneur #Father #Workout #Photographer #Musician #Startup #SaaS #eCommerce