E-commerce is more than just a digital marketing channel. It is a work philosophy that must modify processes to the full extent, whether they are more or less related to customer service.
In this context, e-commerce automation is a crucial part of this path. It responds to the need to rationalize the use of resources and offer the best possible shopping experience.
What to automate with the advance of e-commerce
This rethinking of processes is only possible after careful planning. We must analyze all possibilities and execute a strategy that takes into account the changing environment.
“Ecommerce automation has a profound effect on a wide range of areas in the company.”
As is logical, it is tough for such work to be exhaustive. However, if it is possible to see how the introduction of the digital channel is going to vary many aspects of our management such as:
- Material investments.
- Logistics and distribution strategies.
- Cash management.
- Order reception.
- Order placement and shipment.
- Accounting of operations.
- Contracting conditions.
- Personnel training.
- Different jobs.
- How to deal with eCommerce automation
Ad hoc responses will have to be devised for unforeseen situations, often with little time. But if we want to succeed in e-commerce, we must automate what is predictable and manageable.
For example, if we have a catalog, we can design a set of contract conditions. When the customer buys something from our online store, he will want to know the options for customizing the product, when it will be available, additional features, etc. All these doubts can be resolved with a click.
“The introduction of e-commerce tends to automate everything predictable and orderly.”
If the concreteness of the specific conditions is not automatic from the catalog, doubts may discourage the purchase. The customer wants to control the whole process from the beginning. They will appreciate that we give them the option of contacting us to make suggestions or changes.
However, he will want to know the possibilities from the beginning. Offering an automated catalog of customization options makes it easier for him to choose us.
The risks we run if we don’t automate
We must bear in mind that the online customer can quickly leave our store without us reacting. And, in addition, a bad experience can cause them to leave and not return in the future.
Automation is the fastest response to customers’ doubts and concerns.
Anything that is uncertain or unnecessary waiting is a risk we can’t take. In our example of contract terms, placing an electronic order that has to be finalized in other ways can generate unnecessary concerns.
The same applies to payments, returns, shipment tracking, requests for technical assistance, repairs, etc. Automated management can provide the order and transparency that will attract the customer.
And, of course, automation is immensely clarifying for the staff and suppliers, and external partners. Processes have a defined and predictable path.
A user was enjoying his shopping experience thanks to automation.
Technological allies in eCommerce automation
For this process, we have many good allies, such as, for example:
It allows replacing humans with machines in various processes—Chatbots, which elevate automated assistance to a conversational level.
The user or employee can ask questions and receive answers that make the process flow.
The cloud, which provides specialized services from providers that can automate all data-related tasks, such as banking, accounting, and invoicing data, can be merged.
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