Enhancing Customer Experience in E-Retailing ABC Electronics, a prominent e-retailer specializing in electronic gadgets and appliances, faces intensifying competition from traditional brick-and-mortar stores venturing into e-commerce and emerging startups in the market. As part of its strategic planning, ABC Electronics aims to elevate its customer experience to sustain its competitive advantage and foster customer loyalty. The company has noted a decline in customer satisfaction ratings and seeks to tackle the following key areas: Website Usability: Despite offering a diverse array of products, customers encounter challenges navigating the website and efficiently locating specific items. Customer Support: Complaints have arisen regarding prolonged response times from customer support representatives and a lack of personalized assistance during the purchasing journey. Delivery and Fulfillment: Instances of delays in product delivery and issues with order tracking have been reported by some customers. Product Reviews and Recommendations: Although the website incorporates product reviews, there's a demand to harness data analytics for furnishing personalized product recommendations based on customers' browsing and purchase history. Question: As a consultant engaged by ABC Electronics, devise a comprehensive strategy to confront the company's challenges and augment the overall customer experience. Explore various facets such as website design enhancements, optimization of customer support processes, streamlining delivery logistics, and leveraging cutting-edge technology for refining personalized recommendations

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Enhancing Customer Experience in E-Retailing ABC Electronics, a prominent e-retailer specializing in electronic gadgets and appliances, faces intensifying competition from traditional brick-and-mortar stores venturing into e-commerce and emerging startups in the market. As part of its strategic planning, ABC Electronics aims to elevate its customer experience to sustain its competitive advantage and foster customer loyalty. The company has noted a decline in customer satisfaction ratings and seeks to tackle the following key areas: Website Usability: Despite offering a diverse array of products, customers encounter challenges navigating the website and efficiently locating specific items. Customer Support: Complaints have arisen regarding prolonged response times from customer support representatives and a lack of personalized assistance during the purchasing journey. Delivery and Fulfillment: Instances of delays in product delivery and issues with order tracking have been reported by some customers. Product Reviews and Recommendations: Although the website incorporates product reviews, there's a demand to harness data analytics for furnishing personalized product recommendations based on customers' browsing and purchase history. Question: As a consultant engaged by ABC Electronics, devise a comprehensive strategy to confront the company's challenges and augment the overall customer experience. Explore various facets such as website design enhancements, optimization of customer support processes, streamlining delivery logistics, and leveraging cutting-edge technology for refining personalized recommendations.

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