Here we come to the third and final part of our series of articles devoted to Online Pharmacies.
We close this mini-series by discussing a key element of the user experience that characterizes many ecommerces, and in particular those of pharmacies and parapharmacies:sales assistance through an operator.
- The pharmacist’s role in care.
- Customer Service Intelligence
- The key to excellent service
The role of the pharmacist in care
In this type of assistance, which can take place via a live chat over the phone, the role assumed by the pharmacist is crucial in giving the right advice to the customer. For many customers, this even becomes the preferred channel with which to identify the correct products for their needs; in fact, part of the target audience for this type of business is accustomed to approaching online exactly as they do offline, that is, by exposing their symptoms to the pharmacist in search of advice on the right medication to take.
We are therefore talking about a type of ecommerce in which this touchpoint contributes fundamentally to results. However, there is no doubt that, as the number of visitors and customers grows, it is necessary to be able to structure ourselves with the correct tools in order to be able to make the work of operators/pharmacists faster and more effective; in fact, without this step we risk failing to make our business scalable.
Customer service, regardless of the medium by which it is delivered, can undoubtedly also be a very valuable tool in trying to increase the value of the product sold, while also being able to cross-sell and up-sell in an extremely convincing way.
It is also clear that, just as with the physical channel, a service delivered at a high level enables customer loyalty, and in a market as competitive as the online pharmacy market-where the price lever is often the one most exploited-this can make a huge difference in terms of marginality.
Customer Service Intelligence
Therefore, to make this service scalable and effective, we need to be able to combine these three factors in a single tool:
- Simplified operation for the service worker
- greater commercial effectiveness
- best customer service
With evolved marketing personalization systems, it is possible to be able to leverage knowledge of user behaviors as well as their purchase and browsing history to make suggestions to the operator while chatting with the customer.
The key to excellent service
In fact, customer recognition, combined with the predictive capabilities of AI, are the main key to succeeding in delivering excellent service.
Thanks toan advanced system of profiling and segmentation, in addition to indicating who the person with whom you are interacting is, even for anonymous users will be able to suggest to the operator the products that may be of most interest to the user, any dedicated promotions, indicate whether they already have products in their shopping cart, what they have bought in the past as well as, of course, the segments they belong to.
Recognizing one of our customers, and having AI help us in suggesting the best products for him, becomes an extremely winning mix to make him feel gratified, just as it happens when he is recognized as a loyal customer inside a physical store. To learn more about profiling and managing communications with consumers, we invite you to read the first two articles in our series on online pharmacies:
Part I: 5 Tips for personalizing your site to the fullest!
Part II: 5 tips for increasing your customers’ Customer Lifetime Value
If you would like to learn more about these issues contact us to speak with one of our experts without any obligation!
