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State of the (Commerce) Union: What the healthcare.gov hiccups teach us about the commerce customer experience

- by Katrina Gosek

Guest Post by Brenna Johnson, Oracle Commerce Product A lot has been said about the healthcare.gov debacle in the last week. Regardless of your feelings about the Affordable Care Act, there’s a hidden issue in this story that most of the American people don’t understand: delivering a great commerce customer experience (CX) is hard. It shouldn’t be, but it is. The reality of the government’s issues getting the healthcare site up and running smooth is something we in the online commerce community know too well. If there’s one thing the botched launch of the site has taught us, it’s that regardless of the size of your budget or the power of an executive with a high-profile project, some of the biggest initiatives with the most attention (and the most at stake) don’t go as planned. It may even give you a moment of solace – we have the same issues! But why? Organizations engage too many separate vendors with different technologies, running sections or pieces of a site to get live. When things go wrong, it takes time to identify the problem – and who or what is at the center of it. Unfortunately, this is a brittle way of setting up a site, making it susceptible to breaks, bugs, and scaling issues. But, it’s the reality of running a site with legacy technology constraints in today’s demanding, customer-centric market. This approach also means there’s also a lot of cooks in lots of different kitchens. You’ve got development and IT, the business and the marketing team, an external Systems Integrator to bring it all together, a digital agency or consultant, QA, product experts, 3rd party suppliers, and the list goes on. To complicate things, different business units are held responsible for different pieces of the site and managing different technologies. And again – due to legacy organizational structure and processes, this is all accepted as the normal State of the Union. Digital commerce has been commonplace for 15 years. Yet, getting a site live, maintained and performing requires orchestrating a cast of thousands (or at least, dozens), big dollars, and some finger-crossing. But it shouldn’t. The great thing about the advent of mobile commerce and the continued maturity of online commerce is that it’s forced organizations to think from the outside, in. Consumers – whether they’re shopping for shoes or a new healthcare plan – don’t care about what technology issues or processes you have behind the scenes. They just want it to work. They want their experience to be easy, fast, and tailored to them and their needs – whatever they are. This doesn’t sound like a tall order to the American consumer – especially since they interact with sites that do work smoothly. But the reality is that it takes scores of people, teams, check-ins, late nights, testing, and some good luck to get sites to run, and even more so at Black Friday (or October 1st) traffic levels. The last thing on a customer’s mind is making excuses for why they can’t buy a product – just get it to work. So what is the government doing? My guess is working day and night to get the site performing - and having to throw big money at the problem. In the meantime they’re sending frustrated online users to the call center, or even a location where a trained “navigator” can help them in-person to complete their selection. Sounds a lot like multichannel commerce (where broken communication between siloed touchpoints will only frustrate the consumer more). One thing we’ve learned is that consumers spend their time and money with brands they know and trust. When sites are easy to use and adapt to their needs, they tend to spend more, come back, and even become long-time loyalists. Achieving this may require moving internal mountains, but there’s too much at stake to ignore the sea change in how organizations are thinking about their customer. If the thought of re-thinking your internal teams, technologies, and processes sounds like a headache, think about the pain associated with losing valuable customers – and dollars. Regardless if you’re in B2B or B2C, it’s guaranteed that your competitors are making CX a priority. Those early to the game who have made CX a priority have already begun to outpace their competition. So as you’re planning for 2014, look to the news this week. Make sure the customer experience is a focus at your organization. Expectations are at record highs. Map your customer’s journey, and think from the outside, in. How easy is it for your customers to do business with you? If they interact with many touchpoints across your organization, are the call center, website, mobile environment, or brick and mortar location in sync? Do you have the technology in place to achieve this? It’s time to give the people what they want!

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