Newegg, one of the top tech-focused e-retailers in North America, strives on a daily basis to take its customer experience levels to higher levels. Providing a unique customer experience through heightened customer engagement methods is a priority for Newegg.
Loyalty360 caught up with Merle McIntosh, SVP of Sales & Marketing at Newegg, to learn more about the company’s intense approach to customer experience.
“CX is definitely a differentiator these days,” McIntosh explained. “In many ways, most products are commodities with pricing handled automatically by algorithms, and shipping largely the same everywhere. We can, though, offer a different experience with things like personalization, customized product offerings and content that builds a community.”
McIntosh said Newegg uses the usual website analytics, and solicits the voice of the customer on the web and through social media
“We look at sentiment, NPS, Customer Satisfaction scores and benchmark ourselves against industry standards and our direct competitors wherever possible,” he said. “We also conduct surveys and usability studies to make sure we are providing our customers the best possible experience.”
How big is CX at NewEgg?
“CX is huge at Newegg,” McIntosh said. “We have a monthly meeting with every BU head, including Brand, to discuss the latest initiatives on customer experience. Not only do we review our benchmarks, but we also come up with new ideas. We also discuss customer feedback and get everyone behind plans to respond to their ideas.”
What’s more, Newegg officials meet daily to discuss various items that impact CX.
“One example of our commitment to CX is a daily meeting led by the social media and customer service teams,” McIntosh said. “It’s known colloquially as our TMZ Call and we spend about 15 minutes reviewing comments on our social media outlets and our call center. We identify the usual things such as broken links, customers’ frustrations, and people who have questions. But we also talk about snow storms that might affect shipment in the Northeast or labor strikes at Ports. If necessary, we will craft responses and proactively reach out to customers. This has become an important program and goes a long way to keep us connected to our customers.”
The sheer volume of data causes its own challenges, McIntosh noted.
“You can’t focus on everything,” he added. “We have determined what is important to us, and the insights that keep us on track. Of course, we watch those over time to ensure we are trending in the right direction.”