CUG 2015 Event Recap Keeping Customer Relationships at the Center of Your Strategy

Making Employees a part of the eCommerce Evolution

Setting up an online store is not only challenging in itself, but companies also have to be aware of how their employees view the transition.
So how can you make this transition less threatening for employees and help them understandthe changes that lie ahead? Keep your employees in the loop! No matter which department they belong to, employees should be aware of how the business is changing and what their role will be throughout the entire process.

The team that will be affected the most is the sales team. Prior to the arrival of the online store, the sales team was most likely the face of the business, getting in touch with clients, taking orders, and ensuring a smooth sales process. A shift to an online model is bound to leave the sales team confused on where they stand.

The mindset of the team should change from direct sales to relational sales. While they will continue to engage with clients and nurture relationships, they need to be trained on the changes to come. For example, being shown how to place orders to in turn help clients. The management will have to revise the commission system to include sales generated through the online storefront. Finally, it should be reiterated that human interaction is still an important aspect in B2B transactions.

In addition to the usual support calls, the support team will have to tackle calls from customers requesting assistance in placing orders or following up on online orders placed. It is crucial that the support team receives proper training on how the online store will function so they can help the customer effortlessly.

For the packing and logistics teams, the major adjustment will be the increase in orders. They will need to be prepared for in-flows of orders through the online store, which would typically be integrated with the order system or ERP that the teams use.

Keep your marketing team informed of promotions and campaigns related to your online store if they are not handled within the same departments. Marketing teams will need to conceptualize and run integrated marketing campaigns across various channels. The marketing role thus becomes central to the business in achieving the goals across every channel.

The accounting team will need to understand how payments are accepted through your online store and how to keep track of dues. They will need to work with your payment gateway providers and your eCommerce store providers to integrate the two. Like the logistics team, accounting will need to prepare for increased transactions arriving through the new channel.
Depending on the size of your company, multiple roles are looped into one department, like Marketing & Accounting for example. This doesn’t alter the changes that will still take place as a result of evolving your eCommerce solution.

While the process of going online can be daunting to both management and employees, constant communication and setting clear policies and procedures can go a long way in making the transition as smooth as possible.

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