Revolutionize Your eCommerce Business with Modern Clienteling Software to Boost Sales and Build Customer Loyalty
May 25, 2023

Revolutionize Your eCommerce Business with Modern Clienteling Software to Boost Sales and Build Customer Loyalty

The concept of "Clienteling" dates back to the early days of retail, where retail sales associates in a physical store would build personal relationships with their customers to provide tailored shopping experiences that increased sales. This technique was especially popular in luxury retail, where customers have come to expect a high level of personalized service.

Over time, technology-enabled clienteling has become more sophisticated. As tablet computers could hold more data many retail stores would give them to associates to help them keep track of their customers - allowing them to make personalized recommendations that enhanced the shopping experience. In this blog post, we will explore the benefits of clienteling software for eCommerce, the features of top clienteling software, how to choose the right software for your business, and how to implement it effectively.

Why "Modern Clienteling?"

Today, modern clienteling is more important than ever. With new stores going online every day, customers have higher expectations than ever, and brands have more competition than before. By leveraging clienteling software, eCommerce brands can provide a human touch that builds relationships with customers and increases loyalty and sales.

This is why clienteling software has become an essential tool for eCommerce brands in today's digital age. PYMNTS estimates that 59% of shoppers who've had what they consider to be a bad shopping experience will not only abandon the brand, they won't come back.

Forbes Advisor recently posted an article that mentioned a shocking statistic also worth noting here -  eCommerce losses from bad customer experiences (which is a very hard number to estimate), could be close to $750B a year globally - and the global eCommerce market is around $4.11T... I know these are big numbers but stick with me for a second…

Let's do the math...If these numbers are accurate then more than 18% of your customers are leaving and not coming back. This tracks with statistics from Help Scout and Zendesk as well. Both companies estimate between 78 - 80% of customers refuse to return to an eCommerce store after one (or more) negative experiences.

The bottom line is that customers now have the power to demand a personalized shopping experience, and brands must be equipped with the right tools to meet those expectations.

Clienteling software offers retailers the ability to provide a personalized shopping experience, but there's only one option that provides a true 1:1 human connection between the customer and the brand…

But we'll get to that second. If you're just getting "up to speed,"

What is clienteling software?

Clienteling software is a tool that allows retailers to provide personalized shopping experiences to their customers through a digital platform. Often called conversational commerce platforms, or concierge commerce, these new tools provide a remote concierge or online personal shopper with the necessary information to create a personalized experience for each customer, increasing customer loyalty, and driving sales.

Benefits of using clienteling software in eCommerce:

There are a myriad of benefits to using clienteling solutions and conversational commerce software. Here are just a few:

Improved customer experience:

Clienteling software enables you to understand your customers better by providing insights into their shopping behavior, preferences, and purchase history. This is also one of the benefits of zero-party data collection - which we'll get to in a second.

Increased sales:

Personalized service leads to increased customer satisfaction and, ultimately, more sales. This is where I'll start differentiating sales-focused platforms from those that are customer service focused.

You may be asking, "What's the difference between sales and customer service platforms?"

Simple: platforms like Zendesk and Gorgias, use success metrics like ticket closure percentages, open ticket times, etc. to measure the success of the interaction. These are all based on support methodology - "Did the customer get what they wanted?"

Clienteling software by Humankind measures AOV, Repeat Purchase Rates, and LTV (lifetime customer value), which not only measure customer satisfaction but also measure the success of the interaction in terms of ROI (return on investment).

If you think about the customer journey, one of the most important factors is customer satisfaction (CSAT). We’re all trying to achieve an excellent customer satisfaction score, but going about it in different ways. Humankind is focused on creating a personalized shopping experience for customers to drive improved CSAT scores and platforms like Zendesk and Gorgias focus on post-sale conversations to impact CSAT.  

Personal interactions mean customized recommendations, happier customers, and more sales…

In other words, Humankind turns customers into lifelong fans and increases overall brand loyalty… which is the next benefit.

Improved customer loyalty and retention:

When customers feel valued and receive personalized service, they are far more likely to return to the store and become loyal customers. Using clienteling software, like Humankind allows brands to build stronger relationships with their customers, leading to increased loyalty and retention.

Better customer insights:

Clienteling software provides retailers with valuable customer data that can be used to create more effective marketing strategies and inform business decisions.

Remember when I said I was going to talk about zero-party data? Zero-party data is data that a customer willingly gives to a brand in order to receive a personalized experience. This can be used to create more targeted campaigns, product bundles, and offers, which in turn leads to higher AOV (average order values) and more repeat purchases.

Increased productivity:

With clienteling software, online personal shoppers and remote concierges can access customer information quickly and easily, increasing their productivity and efficiency.

Clienteling Software = Customer Happiness

When it comes to choosing the right clienteling software for your brand, there are a few factors to consider. The one that's rarely talked about is customer "happiness."

Tony Hsieh, the late and truly great founder of Zappos, wrote a phenomenal book on this topic that (IMO) every single eCommerce marketer should read. It's called Delivering Happiness and it essentially outlines the importance of a metric that's the hardest to measure but the most important when it comes to building a successful eCommerce business.

"Customer Happiness" is measured by questions like, "What would blow my customers away?" What would leave them saying, "How the heck did they do that?" Or at least, "...that was the (insert your adjective here) shopping experience I've had."

This is what separates Humankind from every other clienteling solution. We built our platform after studying more than 1,000,000 customer interactions at top brands and coming to the realization that people crave human connection. Our platform was built to give your shoppers a 1:1 connection with a real human who becomes their remote concierge when interacting with your brand.

That's why Humankind's integration makes your customers feel more like they're texting a friend.

How to Choose the Right Clienteling Software for Your eCommerce Brand:

  1. Define your specific needs: Before you start looking for a clienteling solution, it's important to define your business needs. What are your goals for using clienteling software? What problems are you trying to solve for your customers and for your business? Do you need this software to be omnichannel, work online, or in a retail store? By clearly defining your business needs, you can narrow down your search and focus on the solution that helps you reach your specific targets. 
  1. Consider your budget: Clienteling software can be expensive, but it's also worth it if it gives your team bandwidth, and increases bottom-line metrics. One aspect of the budget to consider is your staffing needs - do you have someone who can fill the clienteling role, or will you need to hire for it? This is a key factor when planning your clienteling options.
  1. Evaluate software features: The features offered by clienteling software can vary widely. Some software may focus on customer profile management and personalized communication, while others may also offer inventory management, marketing automation, and analytics and reporting. Evaluate the features that you need most and determine which ones will actually leave a long-term positive impact on your business.
  1. Read user reviews and ratings: G2, Capterra, TrustPilot, and others offer plenty of opportunities to see how the platform you're considering performs in the real world.
  1. Interact with the tool before you commit. This is where my "software investigation methodology" diverges from the norm. I like to actually experience the clienteling process by using the platform I’m considering.

To use Humankind as an example: 

  • If you're in need of skincare, go check out our customer REN Skincare, click "Text an Expert," and go through the process. 
  • If you need a rooftop tent for your Overlanding vehicle, check out Cascadia tents - click, "Find the Perfect Gear," and let a remote concierge walk with you through the buying process.
  • If you need new running shoes, go to Saucony, and do the same...  point is, before investing in a platform, make sure it delivers!
  1. Schedule demos and trials: Once you've narrowed down your list of potential software options, schedule demos and trials to see how the software works in action. This will give you a better idea of how the software can be used in your business and whether it's a good fit for your needs.

Implementing clienteling software in your retail business

Once you've chosen the right clienteling software for your retail business, it's important to implement the platform quickly and effectively to get the most out of your investment. Here are some tips for implementing clienteling software in your business:

  1. Set clear goals and expectations: Before you start using clienteling software, it's important to set clear goals and expectations for how the software will be utilized. We aim for 20x higher conversions, 180%+ higher AOVs, and consistent 5-star ratings and reviews
  2. Train your staff: Clienteling software can be complex, so it's important to train your staff on how to use it effectively. This is one of the many ways that Humankind is different from other clienteling solutions- We'll not only train your internal product experts, but we'll also find external experts and train them as well - this allows you to scale conversations quickly and at the pace of your brand's growth.
  3. Integrates with existing systems: Clienteling software should be integrated with your existing systems to ensure that it provides a seamless experience.
  4. Provide ongoing support and maintenance: Clienteling software requires ongoing support and maintenance to ensure that it continues to work effectively. Make sure you have a plan in place for providing ongoing support and maintenance for the software.
  5. Measure and track success: Finally, it's important to measure and track the success of your clienteling plan. Use analytics and reporting tools to track key metrics like sales, customer retention, and customer satisfaction to see how the software is impacting your business.

At Humankind, we like to measure the metrics that drive bottom-line growth, which means tracking CVR, AOV, LTV, Repeat Purchase Rates, and more...

In Conclusion...

Clienteling software can be a game changer for eCommerce businesses looking to improve their customer experience and increase sales. If you'd like to see how our team can help you implement an effective clienteling strategy with truly scalable human connection, book your demo of Humankind today!

← Back to All Content