A Transaction Isn't an Exchange of Goods (Feat. Romain Lapeyre, Gorgias)

Future Commerce Podcast: eCommerce, DTC and Retail Strategy

Superseding Customer Relationships

• "Relationship supersedes brand" is a phrase that we've often said on the podcast, but Phillip is calling this into question.
• A transaction doesn’t have to be an exchange of goods or monetary. It can be influence, it can be power dynamics, it’s identity exchange.
• “What often is overlooked is the employee experience in delivering service and support. It's never been more important than it is today.” -Phillip
• Getting customer service right during post purchase is important and solidifies loyalty, but prepurchase is just as important.
• “The role of a customer support agent is morphing into something else: a brand ambassador. Someone that has to be on brand, someone that has to represent the brand well as they interact with the customer.” -Brian
• Brands are changing their view of what brand ambassadors can be.
• “We're all consuming more and we're all participating in commerce more because commerce touches everything.” -Phillip
• “The whole focus we have at Gorgias is let's automate. Let's focus on self-serve so that we can transfer all of the human time towards those valuable conversations.” -Romain

Associated Links:

• Learn more about Romain Lapeyre and Gorgias
• Join the Gorgias community on Facebook!
• Brands mentioned: Princess Polly, Ilia Beauty
• Listen to our other episodes of Future Commerce
• Check out our latest report Nine by Nine
• Subscribe to Insiders

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