If teres one thing we know for sure, its that customer experience is the fundamental driving force behind eCommerce as we know it. Gartner predicted that by this year, more than 50% of organisations would implement significant business model changes in a bid to improve their overall customer experience. So clearly were not just talking about the importance of having a picture-perfect online store here. Not even close. Because, in reality there isnt a single aspect of the eCommerce journey where customer experience isnt important. From website navigation to the checkout process, to shipping and logistics, to returns theres an opportunity at every step of the process to provide your customers with a positive experience or a negative one.
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