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The Modern Customer Podcast

Go behind the scenes with customer experience leader Blake Morgan to explore the secrets of the world’s most customer-centric companies. Blake is one of the world’s top keynote speakers, authority on customer experience and the bestselling author of “The Customer Of The Future” The Modern Customer reaches thousands of people each week conveying a message of how we make people feel - in business and in life - matters. Her weekly show explores how businesses can make customers’ lives easier and better, featuring experts that provide simple, tangible advice you can immediately apply at your own organization. Today’s customers have the luxury of choice. The answer is simple; choose customer experience and customers will choose you. Learn how to put a stake in the ground on customer experience by tuning into The Modern Customer Podcast each week with Blake Morgan.
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Now displaying: Page 1
Feb 16, 2021

E-commerce has seen tremendous growth during the COVID-19 pandemic. 

But with so many customers going online, it’s never been more important for brands to make their products visible. 

According to Sarah Hofstetter, President of Profitero, search is the hottest and most important topic in the e-commerce world right now. When customers shop in stores, they tend to browse until something catches their eye. But when customers shop online at places like Amazon, they already have a brand or category they are looking for. Instead of just seeing what’s out there, customers come to buy with an exact purpose and search for a specific brand or type of item. How a product shows up in the search results can make or break a potential sale.  

But Hofstetter says it’s more than just showing up high in search results. Companies also need to ensure they have ratings and reviews to back up their standing. They also have to actually have the items in stock that customers are searching for.  

Succeeding in e-commerce and search comes down to being able to understand and leverage data and analytics. Marketers and customer service leaders need to know not only how their own products are showing up in search, but also how their competitors approach e-commerce, including what sales they are running and where they land in the search results.  

Hofstetter says investing in data analytics for search is crucial to a company’s success. The pandemic has shown the huge growth potential for e-commerce, and even after customers are comfortable shopping in brick-and-mortar stores, a large number will stick with the convenience of shopping online.

Ignoring the potential of search and analytics could leave brands in the dust. E-commerce and data leaders need to show their leaders and executives the impact of inaction and translate it into terms they understand. Hofstetter recommends putting the impact of search into financial terms for the CFO, operational terms for the COO and corresponding language for each type of team or leader. 

Search may be an often-overlooked aspect of e-commerce, but it is truly the lifeblood of gathering customers and making sales. Without a strong understanding of search data analytics, brands won’t be able to survive the new e-commerce frontier.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here. 

 

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