Let’s Talk Shop: Managing Digital Conversations in Retail
by Samantha Tarver, Retail Sector Lead at Orlo
The world of retail is changing. Customers now expect connected, cross-channel conversations as standard from brands – no matter their size. But delivering an omnichannel experience that leaves your customers satisfied can feel like rocket science, especially with so many channels to manage.
Well, it doesn’t have to be that way! No matter the size of your brand or the product you sell, there are platforms out there that can be tailored to suit your digital customer experience aspirations, bringing your digital conversations into one, unified inbox. So if Mrs Jones asks where her order is on Live Chat, Twitter and WhatsApp, you can pick up and respond to all of her messages in one place – yep, it really can be that simple! But we all know it ain’t what you do it’s the way that you do it, so here are the five features Orlo found retailers are looking for from a ‘one stop shop’ for digital conversations.
#1 – Keep an ear to the ground
Whether customers are tagging your brand in their posts or talking about you without a direct mention, a Social Listening or Media Monitoring tool can be used to identify those conversations and enable you to respond appropriately. Filter out the noise and monitor what matters most to you – you never know, you could stop a Twitter storm in its tracks!
#2 – That’s what gets results
Attributing a return on investment to digital activity should be a walk in the park. A tool that can connect with your other systems – including your website – allows you to join the dots between social clicks and traffic on your site. See what content is driving conversions, transactions and subscriptions and effortlessly attribute ROI to your digital initiatives – piece of cake!
#3 – We’re all in this together
With a single platform for your digital conversations, it’s easy for Marketing and Customer Service teams to work in perfect harmony. Ensure collaboration is made simple with the ability to communicate within the platform, for example, by being able to quickly add notes against customers, assign or forward messages to colleagues and ask for validation before posts get sent.
#4 – Just a click away
It’s not just Social Media, WhatsApp and SMS that you should be able to manage from one platform, but Live Chat too. It enables your customers to talk to you instantly, without disrupting their website journey. Whether they’re asking about a promotion, have a missing order or want to know when your next product is launching, you can deliver a personalised experience effortlessly and be there for your customers at those ‘moments of truth’ in their browsing journey.
#5 – Feeling competitive?
Being able to see what others in your sector are doing on social is invaluable, so a platform that empowers you to quickly and easily analyse your competitors social activity is a must have. Stay ahead by keeping an eye on top hashtags, comparing audience growth over time and benchmarking your brand’s performance against the competition. Let your tech do the leg work, so you don’t have to!
Over 300 organisations – including Retail and FMCG brands such as Ocado, Britvic and Warburton’s – use the Orlo platform to do all the above and more! With results such as 50% reduction in response times, 199% growth in followers and 26% digital channel shift, Orlo supports them in providing a great customer experience, with an ROI to boot! Want to know how Orlo could help you to provide great CX on your customer’s favourite channels too? Head over to www.orlo.tech now to book a demo!