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Executives Value Ease of Ordering

Posted on 3.24.2014

When it comes to e-commerce, the ordering process can make or break a customer’s shopping experience.

In fact, e-commerce integration platform Logicbroker recently surveyed 50 high-level executives in attendance at the Microsoft Dynamics Convergence Conference, and found that 72 percent of respondents cite ease of ordering as the most important aspect of the online purchasing process, followed by speed that orders are processed (10 percent) and accuracy of orders (10 percent).

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“It’s no surprise that consumers want online ordering to be painless,” said Peyman Zamani, CEO of Logicbroker. “The companies that serve these customers spend a great deal of time perfecting the products they offer but often neglect to look at the ordering process. Unfortunately, it only takes one negative experience to lose a customer and a late or delayed package, a lack of communication or a clunky ordering process could cause a customer to purchase goods from another company.”

Additional insights from the survey shed light on the most frustrating parts of the ordering process for consumers, revealing that 30 percent of respondents get frustrated when they receive the wrong product, 24 percent of respondents get frustrated by a lack of communication and another 24 percent get frustrated by slow shipping. When it comes to improving the online ordering process, 33 percent of survey respondents think Internet retailers should focus on better communication, 28 percent think retailers should allow customers to return an item purchased online to a brick-and-mortar store and 24 percent think retailers should create a simpler shipping process.

“Companies should view the entire user experience as the product being purchased,” said Zamani. “It’s not just the tangible product that customers are interested in. They are interested in ordering an item, receiving notifications as it’s ordered and shipped and returning or exchanging a product if it’s not the right one.”

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