So what does this rapid growth in demand for eCommerce, both B2B and B2C, mean for your business? What do today’s customers expect? What steps does your organisation need to take?
Step 1: Create a plan
Before your business can embark on any new eCommerce initiatives, you need a clear strategy in place.
We would always start by conducting an initial eCommerce Maturity and Readiness assessment to help you determine exactly where you are now, and to define your specific eCommerce goals for the future.
This means asking several crucial questions, including:
Who are your customers?
What are their needs – and how have they changed?
How are you fulfilling these needs currently?
What eCommerce systems, if any, do you have now?
What steps do you need to take in order to deliver positive experiences for your customers into the future?
What are your overall goals for eCommerce and how are these aligned with your business?
Once this assessment has been done, we can then start to prepare an eCommerce strategy and roadmap, and kickstart your commerce journey with our Experience Reimagine Framework .
Recently, for instance, we helped a healthcare business with its eCommerce experience. The organisation was at the start of its digital transformation journey and knew they needed to transform their digital customer experience in order to gain a competitive advantage and deliver on ambitious growth targets.
We took a customer experience/human-centred design approach, leveraging our Experience Reimagine Framework to ideate on what the future website and digital experience would look like for each persona. This helped them proceed with complete confidence.
Step 2: Enable your people
A key part of delivering a successful eCommerce system is implementing the right tools to streamline and enable your employees – helping them do their best work and provide the best experience for your customers. This includes things like:
Automating key processes
Helping enable data-driven decisions
Ensuring everyone has the data they need at their fingertips
Supporting modern work and communications practices
To build an effective eCommerce system, it’s vital that you understand the needs of your people – and cater for their needs – from the outset. No initiative will succeed unless all of your business’ stakeholders are completely on-board - and their needs are understood - right from the beginning.
We also recently worked with another healthcare organisation to help them determine their customers’ needs with regards to eCommerce. This involved running a rapid iteration of our design process over the course of 6 weeks. We had a combined team of 18 people working to deliver the business’ customer-centric vision for the future. This process included 15 workshops, 5 site visits, 11 customers interviews, co-design sessions, strategic planning and more.
Also, if you are implementing new eCommerce technology, be sure to factor in a learning/training period so that everyone is brought up to speed with the new technology and how it can be used.
Step 3: Accelerate your digital engagement
Once your eCommerce solution is in place, our team can help you implement tools to accelerate your digital engagement and transform the commerce experience you are offering. This involves finding ways to create connections and provoke action.
Since 2016, for instance, we have been working with Toyota New Zealand to transform their B2B and B2C business model by providing a seamless omnichannel experience for all aspects of the vehicle purchasing and ownership lifecycle. Achieving customer satisfaction via their website is very much an ongoing and moving target, and involves our team delivering a range of projects and operations in accordance with Toyota’s ‘Kaizen’ approach. This means providing design and DevOps capabilities and working closely with Toyota and its partners with a strong focus on digital advisory to set the strategy.
Step 4: Migrate, manage and optimise
For any digital commerce experience to succeed, you need to have ultimate visibility regarding what’s working, and what could be improved, at every step.
This means continually identifying ways to improve your services, digitalising your operations and drive revenue. Empired has, for instance, been partnering with Toyota NZ – and providing ongoing management and measurement services – since 2016.
“Customers are at the heart of everything we do, and we rely heavily on the Empired developers to create a seamless experience for the customer,” says Shaun, Toyota NZ’s Manager, customer technology.
Empired’s mission is to deliver tomorrow’s advantage, today, in every engagement and across everything we do. If you would like to find out more about Empired and how we can help optimise your eCommerce experience, please get in touch.
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