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~ CheckOut2TheWorld ~

SELLING ONLINE

CROSS-BORDER

– HOW TO PROVIDE THE EXPERIENCE

CUSTOMERS EXPECT AT A COST THAT

MAKES SENSE TO YOU?

Text: Sarah Jennings, Tarro Giannesi, Frank van den Berg // Photos: CheckOut 2 the World

A consistent and positive customer experience can bring very significant and quantifiable improve-
ments in increased referrals, repeat purchases, higher basket values and of course brand image.*

hile you as a successful SME will have an from customer service and delivery/unwrapping to ongoing
understanding of the expectations of customers communications. Start with your most important type(s) of
Wand an intuitive flair to deliver on these in their customer (often called ‘Personas’).
home country, how do you deliver on customer expecta-
tions in others countries? How do you keep costs and risks Tip two: follow a structured approach
under control? While everybody talks about “customer ex- Identify the key touchpoint of your personnas. Then find a way
perience”, what is it actually and how do you take it beyond of evaluating CX, either through a critical review of experts
concept and intuition? We ask three experts. or through customer feedback or a combination. Use a simple
score, e.g. 1 to 5, and assess impacts of changes you are making.
Customer experience (CX) is how customers perceive their
interactions with your company. Customer expectation (CE) Tip three: work with trusted partners
are any set of behaviours or actions that individuals anticipate Choose one that ideally can help you across many countries.
when interacting with a company. Together they drive customer
satisfaction (the difference between CX and CE). Sarah Jennings
Search and shopping experience - what are the biggest chal-
Tip one: look at the total customer journey. lenges
From search and discovery to shopping and checkout, and Ensuring a seamless digital customer experience across chan-

Attract Convert Close Retain
Search for Learn about Watch product Look up prices Compare with Check delivery Request info Make a purchase Receive delivery Give feedback Give a review Sign up
product product info video competitor and returns via customer via satisfaction for loyalty Persona Key
process service survey programme
Website Theresa, 35
(desktop)
Website Jim, 52
(mobile)
Kaylie, 25
Mobile
App
Social
Media Experience Key
Phone Positive
In Person Negative
Chat
support

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