Human Communication Produces Results in E-Commerce

Posted on January 3, 2019

E-commerce store owners have a lot on their plate. There are concerns over pricing, inventory, sales and email strategies, and of course … how do I compete during a time in which Amazon is dominating the e-commerce space? Here’s one *very* important tip to follow: human communication. 

According to a report from Forrester Consulting, consumers are 57 percent more likely to show loyalty to a brand that demonstrates human communication. The same report revealed “human brands” are 19 percent more likely to be “loved” by a customer, 20 percent more likely to be recommended to others, and 22 percent more likely to leave a customer satisfied than brands with a non-human approach.

To a certain extent, this is being driven by the mobile revolution. Our attachment to our devices is shifting consumer expectations in a multitude of ways. A negative or positive experience with a brand can be instantly reported with an online review or posted across social media. And it can be extremely valuable if your brand is prepared to communicate promptly and in a human-like manner. 

Zappos is possibly the greatest example of executing human connection to perfection. The online clothing retailer has structured its entire business model around an exceptional customer service experience. Zappos even claims to be a “service company that just happens to sell all the nifty shoes, clothing, accessories and whatnot.”

That starts and ends with providing human communication. Zappos has long been willing to do at every stop in the sales process. As a result, 75 percent of Zappos’ sales come from repeat customers.

Unless your e-commerce store was also purchased by Amazon for some $1.2 billion, you likely don’t have the resources of a Zappos. That doesn’t mean there isn’t something to take away from Zappos’ approach to human connection. They’ve been doing this since the business was founded in 1999. And everyone has been all-in on the idea. That sort of all-hands-on-deck customer connection is something any e-commerce store can and should follow into 2019 and beyond.