Geoff Wright, Head of EMEA Sales & Marketing of Venda, points directly at the reality. The future of the ecommerce market is about getting personal. Today we are just trying to sell online, but we don't take sufficient care of our customers. As mentioned in a previous post the solution for this was exactly what we were hoping to find at eCommerce Expo 2011. Have we succeed?
Did you have the feeling selling used to be easy?
Selling your products used to be easy. You created a stimulus and then the first moment of truth showed up when the consumer decided whether to buy your product or not. Finally, the 2nd moment of truth appeared when they actually used the product at home.
From now on the consumer is dictating
But it's no longer that easy. Thanks, or due to, that depends on the side you're watching it from, technology the user is no longer depending on the stimulus that you send.
There are many stimuli all around us and there are many more moments of truth.
Before a consumer buys a product he had already browsed the Internet by means of search engines, he had read many reviews and checked his friend's opinions on social networks. It's also possible they checked a comparison site already and when they arrive (or return) at your (online) store, they know what they want to buy and at what price.
You could also say there are unlimited moments of truth, every second is a moment of truth. You could just call it Zero Moment Of Truth (ZMOT). See the video below for an explanation.
Every channel counts
More than ever before every channel counts. You cannot neglect this fact. The message you send has to be equal among all channels.
- Customers dictate their own journey, not you, the brand
- They experience your brand's Moments of Truth via many channels and they chose in that time
- You need to communicate your offer and promises consistently among all channels
- You need to listen across all channels at all time
- You need to be able to communicate through all channels at all times.
Geoff finished his presentation with the following conclusions:
- Competition is stronger than ever, success necessitates excellence across the board.
- Take every channel as seriously as the next one.
- Customer experience and your revenues are only as good as the weakest link.
Are you ready for such a multi-channel approach? Do you realize what's going on among all these channels?