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    BUS 2202 Written Assignment Unit 5

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    Cherry Htun
    The document discusses how e-commerce companies provide services to enhance the customer experience, including providing evidence of service, making intangible products tangible, and offering cyber sampling. It provides examples of how companies like Etsy, Apple, and Peekage implement these strategies and the benefits they provide to both customers and businesses.

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    BUS 2202 Written Assignment Unit 5

    Uploaded by

    Cherry Htun
    63 views7 pages
    The document discusses how e-commerce companies provide services to enhance the customer experience, including providing evidence of service, making intangible products tangible, and offering cyber sampling. It provides examples of how companies like Etsy, Apple, and Peekage implement these strategies and the benefits they provide to both customers and businesses.

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    The document discusses how e-commerce companies provide services to enhance the customer experience, including providing evidence of service, making intangible products tangible, and offering cyber sampling. It provides examples of how companies like Etsy, Apple, and Peekage implement these strategies and the benefits they provide to both customers and businesses.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    63 views7 pages

    BUS 2202 Written Assignment Unit 5

    Uploaded by

    Cherry Htun
    The document discusses how e-commerce companies provide services to enhance the customer experience, including providing evidence of service, making intangible products tangible, and offering cyber sampling. It provides examples of how companies like Etsy, Apple, and Peekage implement these strategies and the benefits they provide to both customers and businesses.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 7

    BUS 2202 – E-Commerce

    University of the People

    Ways E-commerce Provide Services for the Customers


    Introduction

    The advent of the internet has brought about a seismic shift in the way businesses operate,

    giving rise to the phenomenon of e-commerce. E-commerce has revolutionized the way

    businesses operate, offering a plethora of services that enhance customer experience and

    satisfaction. These services range from providing evidence of service, making the intangible

    tangible, to cyber sampling, each of which plays a crucial role in shaping the customer's journey

    and experience. These services not only add value to the customer's shopping experience but also

    contribute to the overall success of the e-commerce business. In this essay, these three services

    will be explored, along with their significance, how they work, and the benefits they offer. Each

    of these services will be exemplified by a different e-commerce company, providing a real-world

    perspective on how these services are implemented and the impact they have on both the

    business and the customer.

    Through this exploration, the aim is to shed light on the innovative strategies employed by

    e-commerce companies to enhance their service offerings, improve customer satisfaction, and

    ultimately, drive their business success.

    Providing Evidence of Service

    Providing evidence of service refers to the ability of e-commerce companies to

    demonstrate to customers that they have received the service they paid for. This can be done

    through various means such as order confirmation emails, tracking information, and customer

    reviews.
    For instance, Etsy, an e-commerce website focused on handmade or vintage items and

    craft supplies, provides a robust system for tracking orders and customer reviews. This allows

    customers to see the progress of their orders and read reviews from other customers, providing

    evidence of the service Etsy offers (McClure, 2023). Etsy's commitment to excellent customer

    service is evident in their shop management guidelines, which emphasize the importance of

    creating strong relationships with customers for the success of the shop (Etsy Help Center, n.d.).

    In a specific case discussed on the Etsy community forum, a seller explains how they request

    photos from customers as evidence when a product is reported as broken (Etsy Community, n.d.).

    This approach not only provides evidence of service but also builds trust and loyalty among

    customers.

    The benefits of providing evidence of service in e-commerce are manifold. It not only

    enhances customer trust and satisfaction but also helps in managing customer service requests in

    an online-only environment (Adobe Communications Team, 2022). This approach can

    significantly improve the overall customer experience and contribute to the success of the e-

    commerce business.

    Making the Intangible Tangible

    In the realm of e-commerce, making the intangible tangible refers to the ability to create a

    tangible experience for customers in an online environment. This involves creating a user-

    friendly interface, providing detailed product descriptions, and offering high-quality images or

    virtual tours of products.

    Apple Inc. is a prime example of a company that excels in this. Despite selling digital

    products like software and music, Apple has managed to create a tangible experience for its
    customers through its user-friendly interfaces and the physicality of its devices (Dorger, 2020).

    Apple's success in making the intangible tangible is reflected in its high intangible value, which

    includes its portfolio of brands and business operations (Dorger, 2020). This strategy has

    contributed to Apple's position as one of the most valuable brands in the world (Aten, 2019).

    Making the intangible tangible in e-commerce has several benefits. It enables a company

    to charge a premium price for its products, which generates more cash flow overall for the

    company and, in turn, creates a premium for the company stock price (Gregory, 2019). This

    strategy can significantly enhance the value and attractiveness of the e-commerce business.

    Cyber Sampling

    Cyber sampling is a strategy used by e-commerce companies to allow customers to try a

    product or service before purchasing it. This can be done through free trials, sample products, or

    virtual experiences.

    Peekage, a platform for digital product sampling, offers a direct sampling service on their

    website. Customers can try out products virtually, providing a unique shopping experience that

    can lead to increased sales and customer satisfaction (Peekage, 2020). Peekage's approach to

    cyber sampling involves offering consumers free samples to test, allowing them to engage with

    the product and get a personal feel of the brand (Peekage, n.d.). This strategy not only enhances

    the customer's shopping experience but also provides valuable market intelligence for the

    business.

    Cyber sampling has numerous benefits in e-commerce. It increases brand awareness, brand

    loyalty, reviews, feedback, and other revenue-boosting user-generated content (Staples-Otis,

    2022). Moreover, customers are more inclined to purchase the products they have consumed
    before and undoubtedly trust their quality; by doing so, they minimize the risk associated with

    trusting an unfamiliar brand.

    Conclusion

    In conclusion, e-commerce companies are continually innovating to provide better services

    for their customers. By providing evidence of service, making the intangible tangible, and

    offering cyber sampling, companies like Etsy, Apple, and Peekage are enhancing the online

    shopping experience. As e-commerce continues to grow and evolve, it is likely that new and

    innovative services will continue to emerge.


    References

    Adobe Communications Team. (2022). Ecommerce customer service — 9 best practices.

    Retrieved from https://business.adobe.com/blog/basics/ecommerce-customer-service

    Aten, J. (2019, July 15). Apple Is Now the Most Valuable Brand Ever, Thanks to This 1 Thing.

    Inc. Retrieved from https://www.inc.com/jason-aten/apple-is-now-most-valuable-brand-ever-

    thanks-to-this-1-thing-the-good-news-is-you-can-totally-do-it-too.html

    Dorger, S. (2020, November 12). The Companies With the Highest Intangible Value. TheStreet.

    Retrieved from https://www.thestreet.com/personal-finance/companies-with-highest-intangible-

    value

    Etsy Help Center. (n.d.). How to Offer Great Customer Service on Etsy. Retrieved from

    https://help.etsy.com/hc/en-us/articles/360036207794-How-to-Offer-Great-Customer-Service-on-

    Etsy
    Etsy Community. (n.d.). Broken but no evidence/photos - Welcome to the Etsy Community.

    Retrieved from https://community.etsy.com/t5/Providing-Great-Customer-Service/Broken-but-

    no-evidence-photos/td-p/135995144

    Gregory, J. (2019, September). Making Intangibles Tangible: The Benefits of Measuring

    Intangible Assets. The Conference Board. Retrieved from

    https://www.conference-board.org/blog/global-economy/Measuring-Intangible-Assets-Benefits

    McClure, O. (2023, June 29). 59 E-Commerce Companies Advancing Online Retail. Built In.

    Retrieved from https://builtin.com/e-commerce/e-commerce-companies

    Peekage. (2020, November 4). eCommerce & Digital Product Sampling - A perfect marriage.

    Retrieved from https://peekage.com/blog/ecommerce-sampling

    Peekage. (n.d.). How It Works | Peekage: Product Sampling Platform. Retrieved from

    https://peekage.com/how-it-works

    Staples-Otis, L. (2022, July 20). Product sampling marketing: When, why, and how to do it. The

    Bazaar Voice. Retrieved from https://www.bazaarvoice.com/blog/product-sampling-marketing/

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