The Proactive Difference in E-Commerce [A Q&A with Moxie]
Whether it's automatically serving up a "forgot password" email to someone struggling to log in or offering a "free shipping" promotion to someone showing exit intent, proactively serving customers in their moment of need is a key differentiator in retail today.
Website Magazine caught up with Moxie VP of Marketing Tara Sporrer to learn more about proactively delivering modern customer experiences and what the e-commerce industry has in store.
What should those using your services/products know about the industry in which you operate?
The industry (e-commerce) in which we operate is changing rapidly based on a number of trends – mobile, changing customer behavior and expectations, etc. Consumers today are always on the move and use a range of devices – smartphones, tablets and desktops – to interact with brands online and make purchasing decisions on a site.
To remain competitive in today’s multichannel commerce world, it all comes down to how customers experience and interact with a brand online. Businesses that adhere to a traditional reactive service-centric model – one with low levels of personal contact on a site, and no online representative or information readily available to help customers - will find it increasingly difficult to compete in today’s over-crowded markets.
On the other hand, businesses with a proactive customer-centric approach – one that anticipates customer needs and offers immediate assistance on product pages and at the point of sale - will see increased conversion rates, less problems after a sale, and overall, better customer satisfaction.
How will your services/products change in the next 1, 5, or 10 years?
The Moxie Suite delivers contextual and proactive digital engagement (via live chat, knowledge and email) throughout the customer journey. The suite leverages the latest Web technology and big data to help businesses guide their customers from brand awareness all the way through conversion, including the research, purchasing and support process.
We will continue to invest in data-driven solutions to enrich the multi-channel engagement experience for customers. This means more refined gathering of metrics and other types of information to help businesses make intelligent data-backed decisions about how best to engage with and guide customers as soon as they enter a site; understanding their intent, what information they need about products and services, when they need assistance, and their digital channel of choice.
Where is there the most demand for your services/products?
Any brand in any sector, including retail, financial services, travel, high tech, etc., that is dealing with a high volume of digital customer interactions, and cares about better servicing today’s mobile customers will demand and benefit from using Moxie’s multi-channel engagement products.
Who are your competitors?
Moxie is the only vendor in the industry that provides a digital engagement suite that enables businesses to staff its online storefront (i.e. website – on desktop or mobile). The Moxie Suite unites live chat, knowledge and email solutions with analytics and intelligent decisioning, making it easier for businesses to anticipate intent and engage with customers.
What current trends are impacting your business?
There are a few current trends that have impacted, and continue to impact our industry and customers in a big way. Mobile is an obvious one. A smart phone is sold every 41 seconds. And as we saw this past holiday season, mobile accounted for 53 percent of shopping visits, driving 32 percent of online sales, according to the Adobe Digital Index. These numbers are increasing every year. Mobile devices are dramatically transforming customer expectations and online engagement models.
In parallel, customer behavior and expectations have also been shaped by disruptive companies, like Uber and Amazon. They expect online experiences that are both simple and straightforward, designed to expedite, and not hinder, what they need to get done online. They want simple experiences, not a maze of processes. Ultimately, online customer experience now has to be as good the customer’s last best experience; otherwise, they will just go somewhere else.
With these shifting trends, Moxie is working with the world’s leading brands to anticipate what customers want on a site, connecting and engaging with them with the right information at the right time via the right channel. This in turn leads to higher customer satisfaction and conversion rates.
Anything else you'd like to add?
While businesses continue to spend millions each year driving traffic to their sites, only 29 percent engage visitors once they arrive, giving the impression of an empty storefront. No one is available to greet, acknowledge or help customers. Empty storefronts yield empty results as we see with perpetually low online conversion rates of 1-2 percent (compared to 20-30 percent in-store).
Businesses need to staff their Web and mobile storefronts and build connections with their customers – just like they would at a physical store or branch. By staffing the online store, and engaging with customers at the start of their journey, businesses will see increased conversion rates and total customer value.