Acing e-commerce by bridging the digital gap

Julie Pearl Published on June 16, 2015

In today’s digital age, you’d expect businesses to be well-aware of their consumers’ e-commerce needs and are able to provide the level of service that matches a modern person’s standard for quality customer experience.

Recent figures, however, reveal that not all brands are completely in touch with what their audiences want, thus creating a digital gap between the company and the consuming public.

tiny shopping bags on credit card on laptop

Data gathered by BetterBusinessBrand.com revealed that up to 80% of people recommend brands through social media and try products based on friend suggestions online.

However, barely half of companies drive brand awareness via social means. And while almost three-fourths of consumers stay updated about their favorite products online, only one out of 10 brands treat social media as a major engagement channel.

So what’s causing this divide? The top three reasons, companies confessed, are lack of time or resources, inability to measure online data, and lack of digital expertise. To bridge the gap, here are some digital marketing and online customer service tips that top brands swear by as their secret behind e-commerce success:

  • Promote peer-to-peer communication

    Aside from getting regular updates from brands, people join Facebook pages and groups to connect with like-minded fans. So, initiate interactions between them by opening discussions, forums, or Q&A sessions. Sephora did exactly this and found that their most engaged fans spend 10 times more than their average community members.

  • Bolster social support

    It’s good to provide points of contact on top social platforms for customers to easily find your business online. But there should also be a way for users to solve product issues with each other s help. People find greater trust in suggestions of a fellow customer who went through the same problem that they have, so provide a platform where they can share and fix concerns collectively. Perhaps a forum would work well here.

  • Collaborate with followers

    Part of what made social media boom is its ability to spread information to massive populations all over the world. This has become a platform for letting everyone know what you think and what you’re up to. So, if your business’ social channels don’t listen to what your customers have to say, then you’re missing out on a wealth of free and honest insight. Ask for feedback and let your online community participate in your efforts to come up with ideas for improving their customer experience.

  • Gamify engagement activities

    Another expectation that users have when they join a brand’s community of followers is that they’d get rewarded for showing support. Gamification does wonders in different settings, and it works as effectively when used as a way to encourage interaction. Host contests and fun activities occasionally, and don’t forget to treat the best contributors with rightful prizes.

Going social is an effective way of stitching the divide between online brands and their communities. No matter how much you spend on digital marketing, it’s still the quality of interactions that drives people to your business’ online space and make them stay.

Expand your brand’s reach by having Open Access BPO, a trusted outsourcing service provider, weave social listening into social media moderation then reinforce it with quality customer experience. This move can give you a competitive advantage over your competitors, increasing your revenues and strengthening your brand reputation. Get in touch with us today.

OABPO-Julie Author
As one of Open Access BPO's content writers, Julie Pearl shares her BPO knowledge through her blog posts, research papers, and other resources. She writes about outsourcing news and call center management tips and insights.
Join us on facebook
Open Access BPO 3 days ago
Delivering outstanding #CustomerSupport on over #SocialMedia promptly is essential for enhancing #CustomerSatisfaction and improving the overall brand experience.

But how can your brand consistently deliver on this crucial front?

Improve your customer interactions and build stronger connections on social media by reading all about it on our blog: https://buff.ly/sdjJ2A3

——————————
Give your brand a CX boost on the social web!
Outsource to a #CustomerService expert today: https://buff.ly/aBetHaO

#WeSpeakYourLanguage
#CustomerService #CSat
#CustomerExperience #CX
Open Access BPO 13 days ago
The world is getting smaller, and your customers come from all corners of it!
Partnering with a culturally diverse #CallCenter team isn't just the right thing to do, it's a smart business move.

Learn about the key benefits in our blog:
https://buff.ly/360SqHP

----------
Want a high-value #CustomerExperience for your diverse audience?

Let our multicultural teams help your brand break into international markets without worries.

Contact us today: https://buff.ly/59i7YD6

#WeSpeakYourLanguage
#CX #diversity #inclusion
Open Access BPO 13 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 13 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 14 days ago
Open Access BPO conducted Plant It Forward, a two-part tree-planting initiative, held in Laguna and Davao in May and June 2025.

Volunteers from both activities planted 300 Philippine indigenous trees, which were selected to help maintain the biodiversity in the area.

“This program is more than just planting trees; it’s about cultivating a culture of social responsibility within our organization and demonstrating our commitment to the communities where we operate,” said Joy Sebastian, Global VP at Open Access BPO.

This is only the start. Open Access BPO vows to continue investing in such environmental projects, affirming its core value of creating positive impact.

Read more about the green initiative here: https://buff.ly/HjTlHZC

#WeSpeakYourLanguage
#OABPOPlantItForward
#OABPOcares #IdeaHubOABPO
Open Access BPO 14 days ago
𝐀𝐝𝐝𝐢𝐧𝐠 𝐯𝐚𝐥𝐮𝐞 𝐭𝐨 #𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐦𝐞𝐚𝐧𝐬 𝐠𝐨𝐢𝐧𝐠 𝐭𝐡𝐞 𝐞𝐱𝐭𝐫𝐚 𝐦𝐢𝐥𝐞 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬.
This means transforming basic interactions into meaningful connections.

It's the secret to building strong customer loyalty and driving business success by making customers feel valued and understood.

Dive deeper into what makes a truly value-added #CX and how it can significantly boost #CustomerLoyalty and overall business success: https://buff.ly/8Wxb9gw

——————————
Ready to transform your customer experience? Don't settle for less; elevate your #CX by partnering with a #CallCenter that truly goes the extra mile 24/7.

Learn how our dedicated team can enhance your customer interactions and drive loyalty.
Take the first step towards superior CX today: https://buff.ly/L6dUG5E

#WeSpeakYourLanguage
#CustomerSupport #BPO