Customer engagement is about capturing all of those areas of interaction across the purchase process that may impact a brand’s or retailer’s reputation. Marketing and customer teams are typically at the forefront of managing customer engagement, but the relationship goes much deeper than that in the organization. These five critical connections show how teams such as call center, shipping and fulfillment and operations can have a significant impact on customer satisfaction.

1. The Critical Connections of eCommerce success
Improve Customer Engagement

2. The 5 Critical Connections of eCommerce success
The Critical Connections of eCommerce success
The Critical Connections of eCommerce success
Improve Customer Engagement
Customer engagement is about capturing all of those areas of interaction across the purchase process that may impact a brand’s or
retailer’s reputation. Marketing and customer teams are typically at the forefront of managing customer engagement, but the
relationship goes much deeper than that in the organization.
These five critical connections show how teams such as call center, shipping and fulfillment and operations can have a
significant impact on customer satisfaction.
1. Omni-channel
Data
2. Delivery
on Promise
3. Customer
Growth Model
4. Order
Cancellations
5. Customer
Acquisition

3. The Critical Connections of eCommerce success
The Critical Connections to Improve Customer Engagement
1. Omni-channel Data
How can you leverage
omni-channel data?
Whether or not you have brick-and-mortar stores, there’s
still an omni-channel component to your business with
call centers, returns, etc. Understanding how and when
customers are interacting with your brand across these
channels may help solidify your relationship with them.
Did they buy online, but not pick up an item in store? Are
you offering the customer omni-channel options in line
with your competition? Customer choice and customer
convenience is now considered the norm for every
retailer. How easily can you connect the dots between
channels to see where customers are engaging?
What are other retailers doing
with omni-channel data?
An omni-channel retailer began using Dynamic Action to
combine their in-store data, web analytics and orders
data. Soon, they started seeing that there was a growing
number of orders that were purchased online, but not
picked up in store. Upon further investigation, they
found that they were having technical issues in certain
stores where the orders weren’t being processed
properly. In order to surprise and delight the customers
impacted by the issue, they reached out to all of those
affected and offered free shipping of the items originally
purchased—ultimately, helping to secure customer
engagement.

4. The Critical Connections of eCommerce success
The Critical Connections to Improve Customer Engagement
2. Delivery on Promise
How can you leverage delivery on
promise data?
Are you not delivering on promise? Missing delivery
timelines? The relationship between repeat purchase and
missed shipping promise is often underestimated. Based
on recent survey of 165 retailers, a large percentage
responded that they have little visibility into shipping and
fulfillment. If customers receive incorrect items, partial
orders, delayed deliveries, etc., customer satisfaction and
engagement is likely to be impacted. Tracing an order
from transaction to delivery is crucial to maintaining that
customer relationship.
What are other retailers doing
with delivery on promise data?
For one retailer, Dynamic Action alerted them to the fact
that $75,000 worth of orders for VIP customers were
going to miss their delivery promise date. The
application identified the exact orders and customers
impacted, which allowed the retailer to reach out
directly to notify them of the delay and offer future
discounts and free shipping promotions to make up for
delay.

5. The Critical Connections of eCommerce success
The Critical Connections to Improve Customer Engagement
3. Customer Growth Model
How can you leverage the customer
growth model?
Do you know how frequently your customers should be
purchasing? Are your high value customers repurchasing
on a regular frequency? Are you overly reliant upon
acquiring new customers for growth? It’s been proven that
retaining a customer is cheaper than acquiring a new one.
The problem is not overwhelming or annoying your
customers to the point that you push them away. There is a
science as to how often customers should be buying and
understanding the likelihood for when that next purchase
should occur.
What are other retailers doing
with the customer growth model?
Dynamic Action has built a proprietary customer growth
model to analyze historical repurchase patterns and to
project purchases going forward. This model is built into
Dynamic Action to help retailers identify customers who
may be past their repurchase point. In one case, a
retailer was able to identify nearly 2,000 VIP customers
(frequent purchasers) who had not made a purchase in
the last four weeks. Dynamic Action provided a list of
those customers so the retailer could reach out to
reengage.

6. The Critical Connections of eCommerce success
The Critical Connections to Improve Customer Engagement
4. Order Cancellations
How can you leverage order
cancellation data?
For customers, one of the worst experiences is finding the
exact item you were looking for and purchasing it only to
have your order canceled for any one of a variety of
reasons, such as the item no longer being available or
your credit card being declined. There are a number of
retailers who are just not able to keep up with orders and
end up canceling on customers. However, once a
purchase is made, sometimes cancellations can go
unnoticed. Connecting CRM, orders and warehouse data
can help to provide visibility across teams.
What are other retailers doing
with order cancellation data?
A high-end retailer found thousands of dollars worth of
orders that were canceled by their warehouse. They
were able to identify these orders using Dynamic Action,
which connected their orders and shipping and
fulfillment data. The application provided a list of
products from these orders that were out of stock.
Upon further investigation, this retailer discovered that
the warehouse stock file was inaccurate. So they
collaborated with different teams to improve the
communication flow of inventory levels. They worked
with their website and content teams to make sure
inventory levels were recorded accurately on the site.
Separately, they reached out to the customers
impacted to offer alternative products and discounts.

7. The Critical Connections of eCommerce success
The Critical Connections to Improve Customer Engagement
5. Customer Acquisition
How can you leverage customer
acquisition data?
Customer engagement is sometimes synonymous with
customer retention. However, customer engagement
could refer to how retailers are acquiring and engaging
with new customers. While maintaining your existing
customer base is important, future success is also
dependent upon growing that customer base. Tracking
the behavior and purchase patterns of your new and
repeat customers can provide valuable insight into how
your brand is engaging with customers.
What are other retailers doing
with customer acquisition data?
By connecting data sources across the retail
organization, Dynamic Action can highlight how
marketing campaigns are performing relative to whether
they are strong at acquiring customers, influencing
customers to purchase or driving conversions. A retailer
was able to increase their customer acquisition of
one-time buyers by 15% in a single week. Dynamic Action
identified specific PPC keywords with the highest
“acquirer” percentage and the retailer increased their
bids on these keywords in order to increase their
customer engagement among the first-time buyer group.

8. The Critical Connections of eCommerce success
About Dynamic Action
Dynamic Action from OrderDynamics helps forward-looking retailers and brands drive every last dollar of profit from their eCommerce
business.
This first-of-its-kind Decision Intelligence application connects and analyzes product and customer data across a retailer’s
organization. Unlike any reporting or analytics tool to date, Dynamic Action tells you exactly what’s impacting profit, recommends
actions to take, and ranks them by how much they’re worth to your business.
Find out how the leaders in retail are revolutionizing their omni-channel businesses at www.orderdynamics.com.