The Human Experience: How to Create Personal Connections in eCommerce with author John Sills (episode 511)
John Sills is the Author of the ‘leadership book of the year 2023, “The Human Experience: How to make life better for your customers and create a more successful organization”, AND managing partner at The Foundation Growth Consultancy where they help organisations achieve customer led success.
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Dive in:
[05:28] eCommerce, retail, hospitality satisfy more than banking.
[07:39] COVID inspired a book about being human.
[11:11] Feedback surveys focus on superficial customer opinions.
[15:03] Customer loyalty to organizations is often fickle.
[19:04] NHS ensures transparency and engagement with donors.
[22:35] Digital experiences harder to resolve customer issues.
[25:44] Listen to John’s Top Tips!
The Importance of Human Experience in eCommerce
While eCommerce is primarily digital, brands should inject human elements into the experience. This can include:
- personalized recommendations,
- empathetic customer support,
- or even simple touches like handwritten thank-you notes
Human interaction isn’t always necessary. The key is to create an experience that feels personal and considerate, even if it’s automated.
The Myth of Customer Loyalty
Customers are more likely to stay with a business if it remains useful and relevant to their needs rather than out of loyalty. Continuously provide value and exceed expectations to retain customers.
The Cost of Poor Customer Experience
Poor customer experience can lead to increased costs. This can be due to customer churn, negative word-of-mouth, and operational inefficiencies. Address issues promptly and effectively. This way, brands can save money and improve customer satisfaction.
The Power of Empathy and Certainty
Customers appreciate brands that understand their needs and respond with empathy. Assure customers that their problems will be addressed. This can significantly improve their experience and loyalty.
The Human Touch in Digital Interactions
Tailor experiences to individual customers based on their preferences and behavior. Keep customers informed throughout the process, especially when there are delays or issues. Design digital interfaces that are intuitive, easy to use, and minimize frustration.
eCommerce Book Top Tip
- Four Thousand Weeks: Time Management for Mortals by Oliver Burkeman
eCommerce Traffic Top Tip
- Be generous with your time and resources, without expecting anything in return. This approach builds goodwill and eventually leads to positive outcomes with customers.
Tool Top Tip
- The Yoga (previously Down Dog) app
Carbon Top Tip
- Reducing carbon footprint in eCommerce requires a conscious effort to review and make decisions based on their impact. Instead of focusing on specific actions, make thoughtful considerations in all aspects of business operations.
Interview links
- Check out The Foundation Growth Consultancy
- John on LinkedIn
- Grab a copy of John’s book The Human Experience: How to make life better for your customers and create a more successful organization
Related Episodes
- 100 Practical Ways to Improve Customer Experience bestselling author Martin Newman of Practicology (episode 181)
- Discover the perfect DTC Playbook with DTC veteran Mike Stevens (episode 390)
- Growth Masterclass with ex-Who Gives a Crap Head of Growth Jenna Tanenbaum (episode 509)
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