News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How using the wrong scale causes customer dissatisfaction
Customer satisfaction is a growing concern for many retailers in the online space. While online and mobile shops are helping many bring in more revenue dollars, incorrect scalability practices are also harming some retailers.
What is the easiest way to improve customer satisfaction? Provide quality merchandise at a low cost and ship quickly. The problem? For many retailers, improperly scaling their business and forecasting how much product they will need.
"It is important to take into account any promotions [retailers are] planning to offer and how that will impact demand. Based on that information, they can plan for growth and scalability, including determining equipment needs, machine automation and the technical and systemic support," said Maria Haggerty, CEO, Dotcom Distribution.
Especially for young retailers, it's easy to underestimate the investments needed to be made in advance to scale business. The key to maintaining a great relationship with your customers is the ability to maintain service levels when the growth in demand hits. If you are in a reactive mode, playing catch up and providing slower service, your reputation can suffer very quickly - particularly if your customers are highly engaged in social media.
"It is critical to anticipate and to maintain "excess" capacity so you are ready BEFORE the increased demand occurs. This means looking at warehouse space, packing stations and equipment to process more orders. When a spike in demand occurs, that extra space or equipment is a much more worthy investment. In many cases, a major benefit of outsourcing fulfillment to a third-party logistics provider (3PL) is that the company generally already has the infrastructure in place to handle that growth," said Haggerty.
Image via Shutterstock
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...