By developing incentive programs that reward employees for excelling in online interactions, companies can improve their ability to deliver quality service through any channel.
Social media and mobile devices have changed how consumers shop. Thanksgiving weekend saw a 20 percent increase in the number of online transactions from last year as customers continue to get more comfortable with purchasing items online.
It is not uncommon for potential customers to utilize multiple channels in their interactions with companies before ever buying something. Consumers will research information online, visit social media sites, read online reviews and ask question through live web chats. This is forcing businesses to pay more attention to their digital customer service capabilities and their online reputations.
Enhancing the entire purchasing process
Developing employee incentive programs that focus on enhancing the customer's entire purchasing experience could dramatically impact companies' bottom lines. Monitoring the customer experience can improve audience understanding, in addition to leading to higher brand loyalty. This is the reasoning behind Chrysler and General Motors' latest sales strategies. The car companies are focusing on improving their online services as a way to generate more potential buyers for local dealers.
Buyers spend a lot of time researching large purchases, such as new vehicles. Comparing features and prices is just the start. Consumers also consider which dealerships are likely to give them favorable deals. Negative reviews or difficulty at any stage of these early procedures could cause buyers to go elsewhere.
"It's effectively the same as spending all this money on new facilities and someone comes along and spray paints on your beautiful new building, 'Don't buy from this guy,'" Steve Hurley, owner of Stingray Chevrolet in Plant City, Florida, said about negative online reviews. "Dealers have to be aware of what's being said about them and manage it properly."
Building an effective reward program
Businesses in any industry could benefit from considering the entire purchasing process. By developing incentive programs that reward employees for excelling in online interactions, companies can improve their ability to deliver quality service through any channel. Employee reward programs are an excellent way to encourage additional use of new technology. The initiatives can be set up to reward training or skill development and may be used to highlight examples of service that exceed the customer's expectations.
Recognizing the performance of employees with personalized rewards is likely to increase office morale and employee participation. To accomplish this in a cost-effective manner, firms may provide staff members with a selection of merchandise to choose from. This ensures that everyone is working toward something they will use and enjoy, while saving the company time and money.