While online shopping brings a world of added convenience, there are pitfalls to be wary of too.

Blog by Nathalie Schooling

Upfront Full Disclaimer: In the face of deepening poverty and unemployment in South Africa, amongst other challenges like power outages and water shortages, I’m completely aware of how absurd it could seem to be moaning about a silly milkshake order gone wrong. But what I’m hoping to get across in this blog is more about the integrity of the matter. It’s about responsibility, accountability, and empathy, all of which are the backbone of good business. Moreover, it’s about encouraging our online retailers to do better. How can we expect businesses to flourish in the age of digital technologies, help grow the economy and keep people in jobs if they keep letting down their customer base? 

Jumping right into it, I recently had an unfortunate experience while doing my online grocery shopping. As the mother of a teenage son who is obsessed with a South African delight called Steri-Stumpie, a delicious chocolate-flavoured milkshake, I know better than to not include this treat in my monthly shop. Little did I know that this time round, the simple act would turn into a digital rollercoaster ride.

When Digital Dreams Turn Sour

The offending (not) chocolate milk

My delivery arrived on time, but to my dismay and my teenage son’s horror, we found ourselves face-to-face with countless bottles of strawberry-flavoured Steri-Stumpie, instead of the anticipated chocolate-flavoured goodness. What was meant to be a digital convenience was now a sour and frustrating experience.

The Quest for Resolution Begins

Determined to right this wrong, I reached out to the retailer’s call centre, hopeful for a quick resolution. However, the call centre proved to be a dead-end. It became clear that they outsource their call centre services because they could not bridge the gaps between the different areas of the retail business (something that is very doable with the right CX measures in place, but I’ll save that for another blog). The store, the online platform, and the scooter delivery service operated totally independently of each other. It was like dealing with three separate businesses.

I felt a little sorry for the call centre operator because she was totally unempowered (again, for another blog on how to use omnichannel platforms effectively to empower your staff).

The operator did however manage to give me a complaint number – 1001861975. I guess that’s something?

 The Frustration Mounts

Undeterred, I persisted in my pursuit of a solution. I dialled the call centre not just once or twice, but four times, desperately seeking a glimmer of hope. I also turned to the power of social media, sending three direct Facebook messages to the retailer. However, these attempts were met with resounding silence, further amplifying my sense of helplessness.

As the days turned into weeks and my efforts to resolve the issue proved futile, frustration took hold. To add fuel to the fire, the retailer sent me an email to say my service request had been completed and the issue resolved. Really? Then why did I still have an overflowing cupboard full of unwanted strawberry-flavoured milkshakes?

The Importance of Seamless Integration

 I couldn’t help but reflect on the broader implications of this ordeal. The disconnect between different parts of the retail business highlighted the importance of seamless integration when it comes to offering a good customer experience. Siloed operations and fragmented customer service can lead to countless missed opportunities for retailers.

As a customer, it’s disheartening to feel unheard and trapped in a digital labyrinth with no clear way out. The isolation and detachment that can come with digital transactions gone wrong can leave a customer very disgruntled and quick to reconsider where they choose to put their spend.

Final Thoughts 

In this digital age, it seems that the convenience of online shopping can come at a price. As customers, we often find ourselves distanced from the human touch, left to navigate a vast and impersonal cyberspace. The very essence of customer experience, which relies on personal connections and timely resolutions, can easily get lost in translation. Businesses need to know that if they detach themselves from their customers in the digital realm, they risk losing customer loyalty.

So, here’s a word of caution to all retailers out there: beware of the pitfalls of siloed operations and disconnected customer service. Embrace the power of integration and communication between your online platforms, stores, and delivery services. Because to be frank, it’s at the very basic level of what is expected by your customer today.

Oh, and for those still interested…. The pink milk was donated to a very worthy charity.  But this experience has made me weary as to what and how much I buy online.