With the rise of the Internet, we have become a little too comfortable with the idea that online shopping means a tradeoff between the personalized assistance you would get in a store and the convenience of purchasing through a website. And yet, human interactions are some of the most significant drivers and influencers of purchasing decisions. By neglecting the human aspect of shopping when delivering the digital customer experience, both revenue and the opportunity to create trusted and loyal relationships with customers are lost.
Advocates inject human interaction back into the digital experience. Though they chat online, they are as human as they come, with real experience with the lifestyle of your brand, real expertise on your products, and real passion for helping your customers find products they love.
Jess is one such expert. She is a long-time photography hobbyist, and she loves to use her skills to assist customers on Adorama’s website with finding the camera equipment for their needs, whatever their skill-level or photography aspirations may be.
You can meet Jess in person at eTail East in Boston. She’ll be taking chats in Beacon D so you can see her in action. Get to know her here first!
What makes you so passionate about Adorama?
Seven years ago I happened upon Adorama as I was searching for my first dSLR, and ended up ordering a used body from them. I was beyond impressed with how they had cleaned it up, and how conservatively they had assigned the E- used rating to it. Since then I've purchased nearly all of my pro gear from Adorama.
How did you start chatting as a brand advocate for Adorama?
I'm involved with an online forum for photographers, and a post by the Adorama rep there grabbed my attention. Needle was getting ready to launch the Adorama community at that time, and it sounded like a perfect fit for me. I'm proud to have taken the very first chat when we launched, answering questions about an $8,000 Sigma lens that customer had his eye on!
What is your favorite thing about being an advocate?
I can't deny the flexibility is huge for me as a stay-at-home parent. But honestly, what could be more perfect than being compensated for chatting about what I love!
Can you describe a memorable interaction you had while helping a customer?
One very rewarding interaction I had was with a photog whose new lens wasn't focusing to infinity accurately. He came into the chat frustrated that his local camera store couldn't even understand his complaint. I was able to assure him that the lens was a fab choice for the night sky images he was doing, and that all he needed to do was pull the focus ring back slightly away from the infinity mark to nail a sharp infinity focus. And yes, he was thrilled!
What is your method for delivering the best possible customer experience?
It is so important to listen to the customer, and to ask relevant questions to be sure the recommendations I give are exactly what the customer needs. Explaining with my personal experience why a product would or would not work for a particular situation also helps to build trust as the conversation continues.
What are you working on in photography right now?
I love to make dramatic low light, black and white images that have been described by one of my mentors as having a "beautiful darkness". That unsettled intensity is what I am currently exploring with my photography.
What other jobs, hobbies, and/or interests do you have outside of Needle?
I could spend all day helping my three children catch bugs and climb trees, or sit in our barn listening to my chickens sing and watching my goats play. My other happiest place is digging in my organic garden. Summer is bliss here on my little farm!
What is your favorite Adorama product?
I'm in love with my Canon 45mm tilt shift lens. It allows defocus manipulation in a very different way from traditional lenses, opening up a ton of creative freedom. It's also great in the lower light situations in which I always find myself, super sharp, and that 45mm focal length fits my shooting style so comfortably.
The post Your Digital CX Needs Humans appeared first on Needle.