“The opportunity to turn anything into a feel-good purchase is a really great thing to do for a shopper, because I think also that the next following things is okay, not only how you help the shopper buy right now, the thing that they’re looking for, but also then how do you create an ongoing interaction with them.”
In episode 89 of the Customers Who Click podcast, I had an amazing conversation with Paul Davis, Chief Commercial Officer (CCO) of ShoeSize.Me, which is an AI-based shoe sales assistant for the e-commerce market. In this conversation, we talk about the customer journey and the impact of providing customers with alternatives.
It’s one thing to have one-time customers use your website, make an uneventful purchase, and move on to the next store. It’s another thing to have customers come back over and over again for the provided service. A challenge with most D2C brands in this context is providing an unrivaled customer experience for online customers.
Paul is a B2B SaaS sales leader with international experience in the USA, EMEA, and Scandinavia. With his experience in sales, he creates simple processes to generate revenue growth.
00:02:25 – 00:03:03 – Good Online Experience – Working with knowledge from past experiences, as well as research, the company has adopted a different approach to customer service. More than selling products, they place a lot of emphasis on customer experience. Rather than just selling, they aim to educate their customers. They provide expertise, insight, and guidance to buyers. Based on past purchases, they make use of AI to offer alternative suggestions in the absence of first-order choices.
00:06:43 – 00:08:19 – ShoeSize.Me’s Contributors to Growth – ShoeSize.Me has grown by making the customer shopping experience into something of a feel-good purchase. They adopted “extreme’’ customer service by focusing on value delivery to customers, which fosters recurring purchases. Particular emphasis was placed on connecting customers to experts who guide customers through their purchases to get the best fit. As a result, they have dominated the marketplace through customer experience.
00:32:54 – 00:33:25 – Tackling Deadend Experiences – Businesses are likely to run into blind alleys once in a while. Paul Davis addressed this by advising businesses to first understand their customers. Only by understanding can there be progress. The customers’ interests should be put into consideration; what works for them, and how they will be affected. Afterward, more work should be put into providing solutions to their problems and offering practical alternatives when needed.
00:33:26 – 00:34:52 – Challenges in the e-Commerce Space – The challenge for many businesses lies in striking a balance between providing top-tier customer service for walk-in clients and doing the same for those shopping on their online platform. Online customers often get the short end of the stick as their experience is left in the hands of technology by way of unresponsive chatbots.
ShoeSize.Me has taken this into account and believes challenges and goals should be dealt with one milestone at a time. This will ensure undivided attention to the customer, thereby enhancing their experience.
Who Would Paul Like to Take For Lunch in the D2C Marketing World?
Paul operates more on business-to-business interactions and transactions rather than business-to-customer engagement, and as such is not accustomed to people in the d2c marketing world.
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