Order Management Crucial to Omnichannel Customer Service Improvement
January 4, 2017,
ATLANTA-Building a customer service platform based on order management data is a vital element in retailers’ omnichannel efforts, according to a report from Manhattan Associates, a supplier of supply-chain technology products and services.
The report cited a finding from a survey conducted by the American Marketing Association and Duke University, which said “great service” is a retail customer’s top priority, ranking above product quality and low prices. Order management is the foundation for such a customer service platform because it “provides a window [on] what’s available to sell,” Manhattan Associates said. “Pricing, customer purchase history, order status and returns and exchanges—all of which move omnichannel retailers toward channel-agnostic customer service interactions and brand experiences—are underpinned by order management.”
Omnichannel retailers that build their customer service platform based on order management data—and which then put that data in the hands of “customer-facing associates”—lays the foundation for providing improved customer service, according to the report. A properly constructed platform provides a “360-degree view of orders and transactions,” information on appeasements, the capability to apply in-store promotions to online orders, visibility of fulfillment status, price overrides to match competitors, an online shopping cart and visibility of wish-list contents, order history across all channels, payment adjustments, requests for free shipping and information on cross-channel returns and exchanges, according to Manhattan Associates.