Customer Service
How to deliver outstanding omnichannel order support
Durk Stelter, CRO of Linc, explains that one of the biggest shifts in the 'new' retail world is the need for increased flexibility around order fulfillment.
August 31, 2021 by Durk Stelter
The reality of retail is that the landscape is always changing, whether in response to consumer behavior, competition, technological innovation or another unforeseen driver. While change has been particularly dramatic and swift over the last 18 months, in many cases, the pandemic served to hasten shifts and adaptations that were already on the horizon. It also served to remind any retailers that had fallen asleep at the switch that customer experience, no matter under what circumstances it is delivered, remains the key to building loyalty and driving customer lifetime value.
One of the biggest shifts brought about by the pandemic and one that is likely to become the "new normal" for retailers is the need for increased flexibility around order fulfillment. Once the door has been opened to curbside pickup, buy online, ship to store (BOSS), reserve online, buy in store (ROPIS) and buy online, pick up in store, shoppers will not let you shut it. These options were already growing quickly pre-pandemic and have quickly become table stakes for retailers serving a consumer population that has developed a strong new preference to receive their orders as quickly as possible, via their fulfillment method of choice and with clear, on-demand communication at every step of the process. Full order lifecycle support is the name of the game and embracing the best practices that define it can be the difference between thriving or not surviving as an omnichannel retailer.
Best practice #1: Customer-centric communication is key
Communication is the number one driver of CSAT when it comes to order pickup, which makes nailing the who/what/when of the process absolutely critical. Err on the side of over-communication and assume the average shopper doesn't have previous experience with new methods of order fulfillment. Be precise, empathetic and detailed across every communication channel from SMS messages to in-store signage to effectively guide your customers to a successful pickup experience. Anticipate the questions customers might have (Where do I park? Where should I go once I enter the store?) and preemptively build these instructions into your communication flow.
And don't forget about customer-centric communication across more established order fulfillment channels like ship-to-home. These customers may not need the hand-holding of BOPIS or BOSS shoppers, but they're also increasingly expecting on-demand updates on order and shipping status, anticipated delivery window, etc. at each stage of the order lifecycle. A simple email with a tracking number alerting them an order has shipped is no longer enough.
Best practice #2: Create a consistent context
Delivering successful customer-centric communication requires creating an information-rich context for customers and for the employees fulfilling the order. At a minimum, the order fulfillment process needs to feel branded and streamlined for the customer, but industry-leading CX goes above and beyond this to provide a guided experience from checkout onward, with an emphasis on making onboarding customers into new modes of order fulfillment as user-friendly and contextual as possible. This includes providing details on the order being picked up, when, where and how to receive the order and the ability to get real-time updates regarding changes or delays.
On the employee side, collecting and presenting them with granular data about the customer (push notification upon arrival, make and model of their car, where they're parked, etc.) not only speeds up order processing and delivery, but limits the potential for errors and frees up the employee to focus on delivering outstanding last-mile CX, even with limited contact.
Best practice #3: Think about orders end-to-end
While order fulfillment has taken on new prominence as options like BOSS, BOPIS and ROPIS have gained traction with shoppers, full order lifecycle support starts long before order delivery and continues after the customer has their order in hand. From providing personalized assistance on applying a promo code to a customer's order to real-time resolution to post-delivery issues like damaged or incorrect items, successful omnichannel order support happens across the entirety of the purchase journey. Optimizing touchpoints or stages in isolation is an inefficient, dated strategy that all but guarantees inconsistent, frustrating CX.
Best practice #4: Invest in automation
New options for order fulfillment are just one piece of an increasingly complex customer journey that spans an ever-growing proliferation of digital and physical touchpoints that retailers need to manage for consistent CX. An automated order support solution solves for this by delivering a seamless, branded experience across all touchpoints from pre-purchase through to post-delivery, providing a blend of responsive (order inquiries and status updates) and proactive (directions for BOPIS) communication at each step of the order lifecycle. To get order support automation right, look for a vendor partner with a deep understanding of consumer behavior and a robust road map that shows they're continuously evolving their solution to scale to new channels of engagement and keep pace with shifts in the retail landscape.
As the last year and a half has shown, customers expect a new level of flexibility and responsiveness from the brands they engage with and they make buying decisions based on which retailers are up to this challenge. Nothing less than seamless omnichannel order support across the full order lifecycle is required to meet their needs, but for those retailers that embrace these new expectations go the spoils of lucrative customer loyalty and increased customer lifetime value.
Durk Stelter is CRO of Linc
About Durk Stelter
Heading up sales, marketing, and customer success, Durk’s primary focus is driving strategy, growth, and streamlining company operations. Prior to joining Linc, Durk was the Chief Revenue Officer for Pypestream. Durk has also founded several companies, including Swift Labs, and most notably Traverse Networks, leading them through a successful acquisition by Avaya in 2006. Durk holds a BS in Technical Management from the University of California at Davis and has served in a variety of leadership roles in product, operations, and revenue throughout his career.
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