In my last few blogs, we have made the case for why and how to rethink your approach to commerce support. Now for a few tactical considerations to make the most of your support experience.
1. Line up support before your site is live
No matter how ready you think your site is upon launch, support is a necessity. Something will break, kinks will need to be worked out, and hopefully engagement and traffic put your quality assurance to the test.
Make sure to have your support plan in place before the launch of the site. Some ecommerce platform companies, like Salesforce, highly recommend having a support agreement signed prior to the site going live.
2. Consider integrations and your other digital channels
The ecommerce site may be the hub of your marketing program, but it is only as powerful as the rest of your channels are at driving people to the site and completing the experience, from awareness to loyalty.
If you have not already considered email, social, and customer-service integrations to ensure all of your channels and messages are connected, post-launch support is a great time to get those synced to your site.
3. Make sure you have a robust and versatile team
Everything we’ve detailed so far requires greater work than a single developer or QA specialist can manage. The type of strategic enhancements we’re outlining requires not only architects and developers, but also analysts and strategists, as well as a project manager to ensure everything runs smoothly.
Timing is also key, as outages and breaks don’t always adhere to normal business hours. Make sure your support team is ready and able to handle critical issues any time of day, seven days a week.
While your support team does not have to be the same team that built your site, the advantage to this is that the team would already have a working knowledge of your business objectives, technology, and marketing strategies, giving it a leg up on being able to recommend the right solutions to meet your needs.
However, that information is only valuable if the team has the cross-channel and strategic capabilities to capitalize on that knowledge.
DEG supports brands as well as customers
Commerce issues don’t just impact customers. They also impact the marketers in charge of keeping the site up and running.
For one well-known museum, its online store struggled to keep up with heavy traffic and order volume, so much so that its marketing team would spend its Black Friday in the office overnight each year to handle issues that arose.
Along with providing a more stable framework and a series of complex integrations, DEG’s ongoing managed services made sure that the site continued to maintain the highest level of stability and functionality in high-volume periods.
Now the museum’s marketing team spends the Thanksgiving weekend at home with their families without fear of the site crashing due to its incredible engagement.
Interested in learning more? Let’s chat about what ecommerce challenges you’re facing.