Based on research conducted at IESE as the academic director of the industry meeting on e-commerce, we sought to understand how companies can better connect with their customers. Alongside Professor Capizzani, we identified two innovative methods being implemented by leading sales companies. One key strategy we discovered was to build relationships with customers first and then close transactions.
One of these innovative methods is hyperservice, which involves extending and improving existing services. An example of this is a coffee chain that allows customers to order and pay for their coffee using their cell phones. This eliminates the need to wait in long queues and allows customers to customize their orders to their preferences. This augmented service has been highly successful, with millions of coffees being ordered through mobile phones each month.
Hyperservice focuses on enhancing existing services to improve customer relationships and ultimately increase sales. The key is to provide added value without necessarily creating new services. This approach has proven to be effective in building customer loyalty and driving business growth. By understanding and implementing hyperservice strategies, companies can better connect with customers and drive success in the e-commerce industry.