Before, consumers have to make his/ her way to the mall to buy their needs. Now that we are living in the digital age, we just have to grab our phone, go to a certain store’s app, and click away. In a day or two, the product they need is already delivered straight at their doorstep.
As a special advisor, and a consumer, who also patronizes buying online, I believe these e-commerce businesses have made life easier using their individual strengths. Nonetheless, amid the good image a store projects online, the real deal of an online shop relies on the feedback of the people who have already tried buying from them.
E-commerce Shop of My Choice
I found a great challenge in Lazada, because of the negative feedbacks they widely get from their customers. I, myself, am a consumer of Lazada and I'm thankful that their name isn't tainted on my list. I may not have a negative feedback against them, but a ton of others have.
The Issues Lazada is Currently Facing
I typed Lazada reviews on the search engine and a lot of good and not-so-good reviews popped up. Then, I went to Lazada's website and checked their About page. I took the essential parts and compared it to the reviews I found online.
Lazada might need to re-assess the quick and reliable delivery service part of their statement, because according to Kim of Mom On Duty, she received her order after a number of emails and calls to Lazada and 2Go and 42 days of waiting. When in fact, packages should arrive within 3-5 days, the latest.
It's a good thing that Lazada now allows Cash On Delivery, so the consumers can double check the items before agreeing to pay for it. Three customers left recent reviews in the Trusted Company website wherein they were complaining about the authenticity of the products they ordered. Ren Nir received a fake wrist watch with damages. Mark Aquino received a toy binocular instead of a real one. Xander Espejo got a cheap quality of his Rubik's Cube order.
Another review from the same website mentioned above (Trusted Company) was from Joseph Raegan Asuncion, wherein he stated that Lazada has the worst customer service representatives. He even gave the name of the staff that handled his complaints. He was promised that he'll give him an update but he kept on receiving the same response, and there wasn't any development regarding his concerns at all.
Proposed Strategies Lazada Can Undertake to Solve the Issues
It is undeniable that Lazada is a one-stop shop. However, the challenge for them is how can they maintain their integrity and how can they gain the trust of their customers? What are the steps they can possibly take to make their consumers feel that they are being prioritized.
First thing Lazada needs to focus on is meeting their consumers' requests and ensuring that they are satisfied with the services. Lazada's job doesn't end after the buyer receives the product/s. In fact, it starts from there. The following questions should be answered positively.
- Was the consumer satisfied with the product?
- Did he/she receive it on time, as what Lazada has promised?
- Were there no complains about the overall performance of Lazada as an e-commerce shop?
If the answer to these questions is a big YES, then we don't have a problem here. However, there are quite a disturbing number of complaints from consumers that pops up every time I try to search for Lazada on the web. Hence, before we go on improving Lazada, let us do our best first to solve the existing bad reviews, so it can somehow clean its not-so-good reputation.
Quick and Reliable Delivery Service
Be sure to meet the promised delivery date. If the address is within Metro Manila, the items must be received within 2-3 days or if it's a provincial address, then be sure to deliver it within 3-5 days. Consumers know that they have to be patient and they have to put into consideration the delivery period. However, if the package hasn't arrived yet within the given timeline, this is the time that they will have something to say against the shop.
Improve Delivery Services Further
If the mode of payment chosen is Cash on Delivery, it might be good to have a Same-Day Delivery option as well. If the buyer placed the order before the deadline, say, before 12NN, then she can opt to have it delivered to him/ her on the same day. Lazada can charge additional payment for this. The important thing is the additional option that the consumer has in case he/ she needs the item pronto.
Having this kind of option though, Lazada must have dedicated customer service representatives who are going to do the immediate verification to release the orders and meet the designated delivery time. They might need to deploy more workers on their warehouse as well.
For deliveries within Metro Manila, Lazada can consider tying up with Grab Express to deliver packages within the same day. This is beneficial to both parties since Grab Express will earn from this as well. Lazada, on the other hand, can discuss the terms with them. For instance, they can ask Grab to reserve a number of vehicles which are on stand-by for the deliveries. Plus, an exemption for the height and weight requirement maybe.
Product Quality and Authenticity
Lazada should always screen what their partner sellers are selling. I don't think it's wrong if they sell class A, B, C and so on as long as they are transparent about it so the customers will know that what they are buying is an imitation of the original product. Always give them a choice. Always prevent the error of delivering them a fake product when they paid for the price of an original item. That's a major buzzkill.
Aside from authenticity, the items should undergo proper quality check before delivery. It shouldn't have major flaws. If it's possible to keep even the packaging as presentable as the actual item, then it would be much better. Sometimes though, damaged boxes are inevitable because it has to be passed on to the courier and that's out of Lazada's control. What they can do instead is, maybe, invest on a lot of bubble wraps. This could be one solution. Package it in a way that whatever happens during the shipping, it would still be intact. This is very important especially for the fragile orders.
Also, make sure that everything the consumer ordered is delivered within the given dates, so he/ she won't be disappointed. Lazada shows its consumers a timeline, so he/she can properly track the orders. That is really great. However, avoid giving them a timeline and stating there that it has been delivered and received when the buyer hasn't even received the item yet. The best thing to do with this is coordinate with the courier and the consumer to confirm receipt of delivery.
Customer Service
This is very important because reading through consumers' reviews online, most of their complains involve a CSR who tells them lies. I use to work as a CSR before and part of the job is to find a way to make the company look good in the eyes of the customers. As much as possible, try to answer and explain in the nicest way. They should always smile and remain calm even if they are just talking to the consumers on the phone because the person on the end of the line actually hears your smile. I know when the person I'm talking to is not in the mood or pissed. Avoid spreading negative energy. If the customer is angry, as CSRs, they should never raise their voice because that is never going to solve the issue, it might even worsen it.
For instance, if a buyer complains that they received the wrong product, the return and re-delivery of the packaged should be free of charge and it shouldn't take long to be return. Never make them wait for a month or so because that is not their fault. Those kind of mishaps shouldn't hassle the buyer anymore, because in the first place that shouldn't be their problem. Once payment is made, everything should go smoothly, all they have to do is wait for their order to arrive.
Given this kind of scenario, as a CSR, one should explain calmly the steps on what the consumer can do to return the product to Lazada. They must assist in every way they can.
Other Additional Strategies
Content Marketing
It's a good thing that Lazada is already reaching out to Youtube's famous content creators. I, honestly find myself browsing through Lazada's page halfway through Michelle Dy's video because she was promoting it. Lazada is like the Facebook of the e-commerce industry because it's hard to stop scrolling and looking-through. Since quite a lot of bloggers are slowly transitioning to Youtube, it's best to stick to this platform when it comes to promoting Lazada.
Always keep the consumers at bay of what is currently happening. Any new partnership with famous brand? Reveal it through a live video. Invite famous influencers, and their fans will find their way to their idols. It's really amazing how one can click can go a long way.
Customer Service Strategy
Lazada should have a chat box that pops-up whenever someone accesses the website. The CSR doesn't have to answer after office hours but if the customer sent the message within work period, then it would be much better if they also get a reply immediately. Live chatting is a good way of interacting with customers. Inquiries such as when a certain product that is out-of-stock be available again, I believe would be great if answered immediately. Complains and feedback, these are few of the things that should be catered immediately as well.
Seller's Follow Button
Lazada should make this available as well. For instance, I'm the consumer, and I found a certain shop that sells all of the Korean skincare products not available in the country. Of course, I would like to follow her shop on Lazada and be updated if she has has new items from Korea. The follow button is actually beneficial for both the buyer and the seller. The buyer can filter her interests and the seller can gain a following throughout time within Lazada.
Website Improvement
Lazada should provide high definition photos of the products they are selling, in all angles possible. For instance, when looking for a bag, as a buyer I will always check the material. Is it durable? Provide a closeup shot of the bag's material. Does it have many pockets and a laptop compartment? Provide a shot of all of the sides of the bag's interior.
Provide the proper details as well. Say, the dimensions, usage, and benefits. A few history of the brand would be great, too. Things like that actually matter especially if the customer is very meticulous.
Conclusion
So, there's my simple take on how Lazada can solve the issues they are currently facing and improve on their services. It will be hard and it will definitely be a long process, but Lazada have to start somewhere, somehow. They should put their customers on their top priority list. That way, they will continue on gaining more buyers which leave positive reviews. Only then can Lazada say that they truly deserve the fame and success they are getting.
Thanks to iPrice for this opportunity. This blog entry is for their E-commerce Blogging Competition.
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