With the holidays rapidly approaching, eBusiness executives face many a sleepless night as their eCommerce infrastructure comes under attack from hordes of festive online shoppers. These customers are buying online to avoid the crowds, queues and stress of the mall and they demand nothing short of an exemplary online experience. Slow pages, site outages, and checkout problems will at best cause frustration as loyal customers switch channel to the call center or brick and mortar stores, however most customers will simply take their business elsewhere. These customers will end up buying online from your competitors, but before they do, you can bet they will express their dismay on Twitter, Facebook, blogs and even through your own online reviews. The damage will extend beyond the online channel and the impact on brand reputation will be widespread and long lasting.
No more aware of this than anyone are eBusiness executives. Q4 sales will either make or break entire annual revenue goals and the c-suite have zero tolerance whatsoever for site outages or transactional problems online during the holidays. Jobs are on the line.
Only last week Targets head of online retailing, Steve Eastman left the company after a high profile site outage back in September left shoppers staring at this screen all day long as they frantically tried to get their hands on an exclusive and limited range of luggage, clothes and house wares from Italian designer Missoni.
We live in a time when customers expect services to be delivered non-stop, without interruption, 24x7x365. Need proof? Just look at the outrage this week stemming from RIM's 3+ day BlackBerry service/outage impairment. Yes, this was an unusually long and widespread disruption, but it seems like every week there is a new example of a service disruption whipping social networks and blogs into a frenzy, whether it's Bank of America, Target, or Amazon. I'm not criticizing those who use social media outlets to voice their dissatisfaction over service levels (I've even taken part in it, complaining on Twitter about Netflix streaming being down on a Friday night when I wanted to stream a movie), but pointing out that now more than ever infrastructure and operations professionals need to rethink how they deliver services to both their internal and external customers.