5 reasons retailers should control the post-click customer experience

| July 3, 2018

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One of the biggest differences between the e-commerce customer experience and that of traditional, brick-and-mortar retail is that with e-commerce you don't just walk out of the store with your purchase, you must wait to have it delivered. This lag between buying and owning can easily lead to customer dissatisfaction if not handled just right. In many cases, once a shipment leaves a company's loading dock, it "goes dark" and is only occasionally illuminated by sporadic carrier tracking reports. For companies that provide carrier tracking numbers to their customers, there may be no control over the information presented to those customers — its form, fashion, or frequency. This loss of visibility and control is particularly troublesome when you consider that research has shown that the post-click customer experience is a critical piece of the overall customer experience for good or bad: 87 percent of consumers are more likely to keep doing business with a company that provides a good shipping and delivery experience, while 37 percent of consumers who have a bad delivery experience blame the etailer and will never shop with them again.

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