Meeting Expectations of the Cyber Customer

Today is Cyber Monday, the date in the Christmas shopping season that shoppers flock to e-commerce sites to continue the shopping many people began on Black Friday. An estimated 72 million people will be Cyber Monday shoppers, up from 61 million in 2006. The growth in consumers willing to do their holiday shopping online presents tremendous opportunities for e-tailers. Unlike their brick-and-mortar counterparts, e-tailers can draw customers from all over the world.

Being presented an opportunity to profit from a growing number of online holiday shoppers is one thing, being prepared to take advantage of the opportunity is another. E-tailers have been known to frustrate shoppers and miss sales due to web sites that crash under increased customer traffic. More experienced e-tailers likely have prepared for this possibility, but a newer business may have to experience that growing pain first-hand to learn the lesson. Also, are order processing procedures well designed and executed? This aspect of the e-commerce transaction is as critical as the salesperson-customer interaction is for brick-and-mortar retailers. An order that is delivered on time and mistake free is the customer expectation that must be met. Anything less can lead to dissatisfied customers who might take their business to other e-commerce sites on Cyber Monday 2008. Link

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 27 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons. View all posts by Don Roy