The Customer Experience Iceberg: Navigating the Depths Beyond the Online Store

5 min read

In the vast and competitive sea that is e-commerce, the success of your multi-channel retail business depends not only on the allure of your stores and the seamless navigation of your website but on the experience you give your customers after they’ve paid. We like to think of these hidden depths as the customer experience (CX) iceberg. It is here, beneath the surface where customer satisfaction is shaped, loyalty forged, and reputations built. In this article, we look at why CX is paramount for online retailers and how the right OMS (Order Management System) plays a pivotal role in your customers’ experience.

Post-Payment Satisfaction

Research into levels of customer satisfaction shows that what happens after payment is more important than interactions pre-checkout. From timely order confirmations and proactive status updates to accurate shipping updates, the journey after the sale significantly impacts how customers perceive a brand.

Online retailers can take steps to optimise these fulfilment processes with smart technology like Modulus 365 so that the orders are processed and fulfilled from Distribution Centre / Store / 3PL, shipments are accurate, and customers are kept informed at every stage. This creates a seamless and satisfying experience that extends beyond the virtual or actual storefront.

Your OMS can drive Customer Retention

The back end of any online retail operation is the unsung hero in the quest for customer retention. Efficient order processing, reliable inventory management, and responsive customer service are the anchors that keep customers coming back. When the back end runs smoothly, it instils confidence in shoppers, fostering a sense of reliability and trust.

Retailers investing in a comprehensive & multi-faceted order management system like Modulus, will benefit from streamlined flexible operations which scale as the business grows. As customer expectations evolve, a robust, pivotable & growth enabling OMS like Modulus ensures that the retailer can adapt, delivering consistent and reliable service.

Reputation Building in the Shadows

From timely order fulfilment to hassle-free returns, every interaction contributes to the brand’s reputation. Positive experiences lead to favourable reviews and recommendations, which builds trust among potential customers.

Retailers should view their OMS not just as any “system” but as a reputation-building engine. A commitment to excellence in every operational aspect, from customer service responsiveness to order accuracy, pays dividends in the form of a strong and positive brand image.

Returns: An Opportunity in Disguise

Returns are often viewed as a setback, but savvy online retailers recognize them as an opportunity to shine. A seamless, self-serving and customer-friendly returns process can turn a potential negative experience into a positive one. Transparent return policies, easy-to-follow procedures, and responsive customer support during the return process enhance the overall customer experience.

By addressing returns proactively and turning them into opportunities for customer engagement, retailers not only retain customers but also demonstrate a positive customer-centric approach.
Successful retailers don’t just address the tip of the CX iceberg, they consider the depths and invest in the hidden fulfilment processes which play a vital role. Customer satisfaction and retention along with a great reputation are the benefits waiting for you. We invite you to take our free 5 point digital audit to check out whether your processes are serving you or slowing you down. We do the following for you:

  1. Current Fulfilment Process Review – Assess the efficiency of inventory tracking and its impact on fulfilment.
  2. Technology and Automation – Identify opportunities for automation.
  3. Customer Communication – Evaluate how customers are informed about their order status.
  4. Scalability and Future Growth – Assess whether current system can handle increased demand.
  5. Challenges and Bottlenecks – Recognize specific areas that are causing delays or error in order fulfilment.

To make the most of your opportunities and to forge lasting connections with your customers, book a discovery call with one of our experts today!

Modulus is the last OMS you will ever need!

Image by Freepik

Author: Lucy Thorpe
We use cookies, just to track visits to our website, we store no personal details. They are harmless and never personally identify you.