The Top 6 Use Cases for CX Tools in E-Commerce 2022

Rebekah Carter

Bringing CX solutions into e-commerce

Insights Vertical Market
The Top 6 Use Cases for CX Tools in E-Commerce 2022

E-Commerce opportunities are on the rise. By 2025, the market for global e-commerce is expected to be worth an incredible $7.3 trillion, and the number of online shoppers is accelerating all the time. The rise of the pandemic, pushing people away from traditional retail stores, and the introduction of innovative new technology to simplify online shopping has opened the door for incredible results among e-commerce brands.

Of course, to leverage the right outcomes for your e-commerce business, you first need to prioritise customer experience. Ultimately, whether shopping online or in-person, customers expect an exceptional level of convenient and personalised service.

Fortunately, access to CX tools ensure e-commerce companies can deliver the kind of meaningful and memorable experience customers are looking for. Here are just some of the top use cases for CX tools in e-commerce during 2022.

1. Deliver Hyper Personalised Shopping Experiences

The age of “hyper personalisation” has officially arrived. 91% of customers say they’re more likely to shop with companies that provide offers and recommendations relevant to them. No matter what your e-commerce company sells, your customer wants to see evidence you understand their needs.

With access to the right CX tools, e-commerce companies can leverage a host of valuable insights into their target audience, and deliver more segmented, dynamic experiences. CRM solutions integrated into your website building software are an excellent way to upgrade the experience you give your customers. You can even use these tools to issue recommendations to consumers on what to buy next, using AI assistants and bots.

Tools for collecting information in the contact centre can also help personalize shopping experiences. Omnichannel CCaaS solutions combined with CRM technology can help e-commerce companies build in-depth user profiles.

2. Empower Shoppers to Serve Themselves

Part of the appeal of e-commerce for many shoppers is the ability to seek out a product, do their research, and make a purchase, all on the same convenient digital channel. Around 40% of customers now prefer self-service over human contact, and demand for these convenient experiences is growing.

With bots and AI technology, companies in the e-commerce sector can embed all kinds of self-service solutions into their websites. You can even design customer portals with service desk functionality for B2B customers who want to set up recurring purchases with an e-commerce supplier.

Not only does self-service ensure you’re giving customers more of the experiences they’re looking for online, but it also means you can reduce the strain on your human employees, so they can focus on addressing more significant concerns.

3. Improve Team Productivity

Ensuring an excellent customer experience in the e-commerce environment also means managing your team effectively. Many e-commerce brands work with distributed employees responsible for everything from stocking to customer service. With access to CX tools like workforce optimization technology and helpdesk environments, it’s easier to keep everyone on the same page.

A helpdesk environment built into contact centre software for your e-commerce team, for instance, ensures your employees can keep track of requests and customer service messages from a host of different environments in one unified inbox.

The right technology can even provide your team members with more support when it comes to impressing and retaining customers. For instance, speech analytics tools built into the omnichannel contact centre can immediately inform an employee when a customer’s happiness levels are dropping, so they know when they need to shift strategies or reach out to a colleague for support.

4. Ensure Retention

Around 22% of shoppers in the US say they won’t make a purchase unless they’re sure the experience will be a smooth one. What’s more, surveys by PWC show that one in three customers will happily walk away from a brand they were previously loyal to after just one bad experience.

Since a significant number of your e-commerce purchases can come from repeat clients, it’s crucial to ensure you’re finding ways of keeping consumers around. A robust set of CX tools can help with this. For instance, an omnichannel contact centre ensures employees can assist their customers with purchases on any channel to make the process as streamlined as possible.

A loyalty program built into your e-commerce environment can even allow customers to earn rewards or points every time they make a purchase, improving your chances that they’ll end up buying from you again in the future.

5. Increase Customer Trust

While the number of customers shopping online is growing, there are still a number of consumers who don’t fully trust the online shopping experience. As e-commerce opportunities continue to grow in both the B2C and B2B environments, the companies who thrive will be the ones who can gain the trust of their target audience.

CX solutions built into the e-commerce landscape can help you develop trust in several different ways. Chatbot tools built into an e-commerce website can immediately answer customer questions at any time so that they can make purchases with confidence. At the same time, omnichannel contact centre solutions ensure your customers always have a reliable way to reach out and get support from a human employee if they need it.

An all-in-one environment for CX management in your e-commerce space will also make it easier to collect information about your target audience and make predictions about their needs, so you can always have the stock available to meet demand and the employees on-site to respond to queries.

6. Open the Door for Innovation

As buyer behaviors continue to change, CX solutions in the e-commerce environment will also ensure business leaders can stay on top of the current marketplace. For instance, implementing an omnichannel contact centre solution now could mean that business leaders can leverage new avenues for connecting with their customers in the future, like extended reality.

Around 35% of customers say they would shop online more often if they could virtually try on a product. Several e-commerce retailers are already experimenting with 360-degree product photos and apps to embrace the XR environment. This trend is likely to grow more significant as we enter an era defined by the metaverse.

With the right CX tools, companies in the e-commerce landscape can ensure they’re ready to serve their customers effectively across any digital channel.


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