How to Talk About Technology in an E-Commerce Environment
Technology is a constant worry for businesses of all sizes
and types, as we head into the digital era. It’s one of the most rapidly
growing parts of the economy and will only increase in impact as we move
forward. Businesses need to be aware of technology risks and strategies so they
can stay ahead of the curve in an increasingly digital world. That being said,
there are plenty of ways to talk about technology in an e-commerce environment.
There are no laws that say you can’t discuss technology with your customers or
vendors in an e-commerce environment. In fact, many businesses can leverage
this space to increase market share and grow their customer list at no cost to
them. Here are some ways you can do it safely and effectively:
Assign the right balance between being empathetic and critical
The only way to talk about technology with your customers or
customers you partner with in an e-commerce environment is to be both critical
and empathetic. You don’t want to sound like you’re demanding things of them or
that you’re asking for something in return. Instead, you can let your tone
shift so that you sound as though you’re offering a great deal. You can put
yourself in the shoes of a customer who has to choose between two things—kids
or money. You can be as empathetic as you want to be, but at the same time, you
need to keep your critical thinking skills as well. Whether you choose to be
critical or not, it’s important to keep your tone as neutral as possible so
that you don’t sound like you want to pry or try to pry into the internal
thoughts of your customers.
Explain the why
Again, this is the key to talking about technology in an
e-commerce environment. You need to explain the why behind your strategy or
strategy goals. You don’t have to say, ‘Why should we care about this product?’
Instead, explain why you think this particular product is the best way to do
something. This will make the customer experience more personalized and
efficient. You can also explain why you think this particular product is
valuable to the business and why you’re excited about it. Customers will
usually have more comfort hearing these types of messages than hearing about
why.
Ask for feedback and collaborate
Again, this one is key. It’s hard for businesses to discuss
technology risks without discussing what those risks are. All it takes is an
idea or two, and then people start to contribute ideas and thoughts as they see
them. If you’re receiving feedback or collaborating on an issue with a
colleague, try to keep it constructive. If you need to talk to someone
privately, put that conversation on hold and come back to the issue or
challenge a little later. This way, you don’t forget about it and don’t fall
into the trap of accepting suggestions without a fight.
Be transparent
Finally, you need to be transparent about your company’s
strategy, goals, and progress. This might seem like a no-brainer, but it’s easy
to forget when faced with brilliant ideas and breakthrough products. You need
to stress that transparency is a crucial part of your e-commerce strategy. If
you don’t post the goals and details of your strategy on your website, then
everyone will just assume you’re keeping to yourself. In truth, you might be
surprised by how many people you get on board with your plan who have no idea
what you’re talking about.