In recent years, a plethora of awards have been handed to outstanding Australian small business to recognise them for the roles they play in the economic development of the country.
This type of recognition for homegrown suppliers, firms and online retailers remind consumers and B2B customers of the contribution they make towards the business ecosystem. It also encourages a culture of support for small businesses across a wide range of sectors.
While most of us shop at big box retailers, we still appreciate the small, boutique shops that offer customised goods peppered with a touch of personalised services. Oftentimes, the products and services we receive at these local shops are of higher quality and inspire more loyalty.
This also rings true online. And with the technology available today, small businesses can deliver a powerful online experience that can match and even exceed that of the retail giants. Small businesses have the potential to differentiate themselves and enjoy success like never before.
According to a Deloitte report, small Australian businesses making full use of the Internet enjoy better business outcomes, with a 20 percent increase in annual revenue[1]. Once small businesses are able to find their sweet spot, – in terms of price, product and service – there’s no stopping small online retailers from punching above their weight.
Personalised customer service
Progressive businesses have service at the forefront of their minds. For example the owner of a local furniture shop may personally design his products independently and offer more valuable advice to customers who take preference to the individuality of the store.
The question then for small businesses who have just begun to grow their presence online is, how can that level of service that made them successful in the first place be scaled and replicated in the online space?
Digital engagement is key
The trouble with online shopping is that while convenient, customers often feel disconnected from the brand—its difficult to find answers to specific questions, or to even find a live person to answer their questions with precision and efficiency. Rather than watching potential customers click away from their e-commerce sites, or hang up after waiting in long phone queues, many businesses have been adding digital engagement services as a way to connect with consumers in real-time, in the digital channel.
Major brands and chains such as Bankwest, Westpac and Commonwealth Bank have successfully implemented digital engagement as part of their overall customer strategy, raising overall sales, incremental sales and customer satisfaction levels in the process. Digital engagement however, is not a capability restricted to just the big players. Small companies can have a piece of the pie too.
Many digital engagement tools such as chat can be delivered from’ the cloud’ on a software as a service model. Meaning chat and other services can be implemented seamlessly, without the need for in-house IT integration. Additionally, agents can manage multiple conversations simultaneously, versus the phone channel, allowing small businesses to maximise their resources and the number of customers they are able to engage.
In the world of eCommerce, small businesses are forced to compete with an increasing number of global brands both small and large. Small online retailers have an opportunity to differentiate themselves by establishing meaningful relationships with customers by offering personalised assistance, in the digital channel
As more small Australian businesses compete in the online space, it is more important than ever to ensure that the quality of customer service does not suffer. Implementing digital engagment services is another way to help small businesses spar with the big boys in e-Commerce.
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About the Author:
Dustin Dean, Vice President, General Manager, JAPAC, LivePerson
[1] Australian small business missing out on digitally-led growth: Deloitte Access Economics
