Today the industry has about an 80 percent abandonment rate for fulfillment functions. Besides being enormously costly, it generates customer dissatisfaction, resulting in diminished reputation.
Digital technology has the ability to detect issues and proactively provide assistance through both automated and human-based interventions. Omni‑Channel Fulfillment detects issues in the following categories:
- Navigational - We know a lot about the user’s expected journey and behavior through the website and the fulfillment process, and therefore, we can “sense” irregularities. For example, when a user visits a page, chooses back navigation, visits another page, chooses back navigation, and so forth, this may indicate that the consumer cannot find what they are looking for. A more direct form of navigation detection is when a user clicks the “Help” option or selects the chat function.
- Time-based - One of the best indicators of user behavior is time-on-page. The purpose and design elements of the webpage, such as informational, educational, or data collection, inherently tells us how long the user should be “on the page” before another navigational element is performed. If the time on a page or an individual element exceeds a predetermined threshold, this suggests the user may need assistance, navigation is not intuitive to this user, or they may have abandoned.
- Issue detection - System‑type errors or failures preventing process execution is part of this. Errors also include erratic behavior (outside the norm) or unsuccessful navigation attempts indicating that the user is confused. Repeated data validation UX patterns triggered by user activity may be indicative of a user’s inability to complete an application workflow.
For more information, download the “Omni-Channel Fulfillment” interview with David Engebos, President and COO of ARGO.
