The Uptok Blog

The Power of Human-Centered Customer Experience in the Age of Amazon

September 11, 2023

The global pandemic has triggered a significant shift in retail - a transition from in-person shopping to an online experience. An Omnichannel retail strategy isn't just an advantage anymore; it's a necessity. Modern customers are honing their digital skills, conducting online research, comparing prices, and making well-informed purchases from their homes' comfort. As a result, enhancing the customer experience in the digital realm has never been more crucial.

However, not all retailers have successfully navigated this digital wave. Traditional giants like Sears and Toys "R" Us have missed the mark. They remained focused on extensive SKU bases and product-centric selling, overlooking the pressing need for enhancing the customer experience. Today, it's not just about offering a product at a competitive price. Amazon, with its unbeatable prices, comprehensive product range, and efficient logistics, has set a new standard in the retail sector.

So, how can other brands compete with Amazon? The answer lies in enhancing customer experience. A recent HubSpot survey found that 68% of consumers are willing to pay more for products and services from brands known to offer good customer experiences. Brands must strive to provide expert advice and a curated, personalized shopping experience. When Amazon delivers products faster and cheaper, the distinctive edge lies in offering this added value. That's where real-time customer support comes into play.

Implementing real-time customer support on your website can be an invaluable tool. Be it through live chat or AI-powered bots, providing immediate answers to customer inquiries can significantly enhance customer experience.

Yet, to genuinely make a difference, businesses need to venture beyond text-based interactions. Video commerce is the game-changer. According to Harvard Business Review, 73% of customers use multiple channels during their shopping journey. Video commerce caters to this trend, offering live product demonstrations, real-time Q&A sessions, and personalized recommendations. It effectively bridges the gap between the physical and digital shopping experience, solidifying an effective Omnichannel retail strategy.

As per Epsilon, 80% of customers are more likely to make a purchase from a brand that offers a personalized experience. In summary, while Amazon continues to dominate the online retail landscape, other brands can still thrive. The key to success in the post-pandemic world lies in a human-centered approach to enhancing customer experience, with an emphasis on a personalized shopping experience. By understanding and meeting customer needs, exceeding their expectations, and nurturing lasting relationships, brands can successfully compete.

It's not just about surviving the 'Amazon effect'; it's about flourishing despite it. A robust Omnichannel retail strategy, supplemented by real-time customer support and the utilization of video commerce, is the roadmap to success.

Remember, a human-centered approach to enhancing customer experience is only as effective as the people implementing it. The best way to create a personalized shopping experience that feels truly human is by prioritizing people at every step - both customer-facing and behind the scenes. For businesses that prioritize customer loyalty, this is the perfect CX strategy.