Marketing

Convenience beats brands in omnichannel – eCommerce magazine

Attempts to train customers to be brand or company loyalty are doomed to failure, as are one-dimensional concepts that focus solely on the cheapest price as the predominant decision-making criterion, for example. Increasing customer satisfaction is therefore not a possible path to success, but the only one. The basis is formed by optimal, smooth processes that, thanks to their flexibility, of the Individuality of the customer Comprehensively meet and do justice to it. The following four tips show how trading companies are efficient Omnichannel processes establish.

Tip 1: use an order management system

In order to be able to treat each individual customer as king, a structural and technological setup is required that is geared towards transparency and centrality. This is achieved through a modular and at the same time omnipotent order management system (OMS), which acts as a control center from where the individual features and services can be implemented and activated. The OMS is a single source of truth with consistent databases that all employees can access – for the benefit of the customer.

Tip 2: keep an eye on the order status

Since an OMS provides all process-relevant data in a central place, a proactive instead of a reactive service offer is possible. For example, a central dashboard shows how long orders are on their way and which process steps take how long. So can be problematic Recognize orders at an early stage and fix weak points – before a customer gets upset.

The entire order flow – from the system to completion, including delivery, payment, returns and customer communication – is continuously monitored and optimized. A central overview of all orders and the respective processing status also includes the division of a customer order into different delivery orders, the handover to logisticians, the packaging and handover to carriers, the status of the transport and the handover to the customer, the current payment status, the return status and any customer communication on the order.

Tip 3: improve customer service for greater customer satisfaction

With an omnichannel OMS, companies not only receive a central and up-to-date overview of all stocks in the branches, in their own warehouses and in those of the suppliers. Articles that are in transit and so-called service articles such as assembly service that have no physical inventory but still cannot be available always and everywhere are also included here. So all employees can have one provide convincing customer service – across all touchpoints: in the branch, in customer care or through business partners such as suppliers. This enables them to react to customer requests and adapt orders flexibly. For example, they have to be able to flexibly and easily cancel an order in whole or in part, change the delivery location or adjust the payment method.

Tip 4: Multiple order and delivery options contribute to customer satisfaction

With an omnichannel order management system, retail companies can offer different order and delivery options: processes such as click & collect, click & reserve, pick-in-store, ship-from-store and endless aisle (shelf extension) can be easily implemented. Ship-from-store is quite easy to do. At first sight, nothing changes for the customer. He is usually not interested in whether the goods ordered online are sent to him from e-commerce warehouse A, supplier B or from a stationary branch C. The delivery address is the same in all three cases.

But a lot is changing for the retail company because the place where an order is placed is decoupled from the place where the logistical tasks are carried out. These places used to be inextricably linked: those who ordered online received their goods from the e-commerce warehouse or from the supplier. And those who bought in the branch received their goods in the branch. With an OMS, companies can use various criteria to decide from which warehouse they want to deliver orders. The criteria for which branch processes the order, i.e. which goods are packed and shipped, can be set as desired.

Combine order and delivery locations as desired

Omnichannel means that any order location can be combined with any delivery location. This gives retail companies relevant advantages: They lower costs and improve customer service. This results in stronger customer loyalty and greater customer satisfaction. Further information can be found in the whitepaper “Omnichannel means omni convenience. This guarantees customer satisfaction“From Arvato Systems.

Customer satisfaction Arvato Systems
Dr. Martin Anduschus is Vice President at Arvato Systems. (Image: Arvato Systems)

About the author: Dr. Martin Anduschus is Vice President at Arvato Systems and is responsible for the areas of sales and business development. He has more than 15 years of experience with digitization in the retail, media, IT and high tech and mechanical engineering sectors. One focus of his work is the development of digital transformation solutions for retailers and brand manufacturers with a focus on omni-channel commerce concepts. (sg)

Also read: Business Transformation in Retail – from E-Commerce to D-Commerce