The eCommerce Association of Serbia gathers all the factors of the digital ecosystem for joint improvement of the e-commerce market of Serbia and this year it organized the eCommerce Academy. The academy, which is conducted online, consists of 6 educational units, which consist of lectures and Zoom discussions. We are extremely pleased that the association recognized the expertise of our experts and that they were lecturers as part of a unit dedicated to Com Experience & Customer Journey.

Our employees held two lectures on the Customer journey – our CEO, Nebojsa Bjelotomic introduced the participants of the Academy to the story of the customer journey and explained to us the data about customers and their behavior the ability to customize and create exceptional customer experiences. Nebojsa explained to the participants that process automation and solutions based on artificial intelligence are necessary to achieve that. Colleagues Kristina Knezevic and Ana Jacimovic presented eCommerce trends, which technologies are used to achieve exceptional results, how to achieve higher sales through data analysis, why the big data concept is necessary for eCommerce and how to achieve personalized customer journey with the help of machine learning.

Also, a zoom discussion was held on the already mentioned topics, with the participation of our colleagues, Zorana Milidrag, President of the eCommerce Association of Serbia and the Head of the e-commerce sector of the Sport Vision Group and Marko Mudrinic. Some of the main topics covered were the importance of customer experience, the importance of machine learning models, the importance of loyalty programs and personalization, as well as the role of chatbots, and how chatbots help us in the overall customer journey.

On that occasion, Nebojsa stated that “all of us who deal with eCommerce issues, whether from the IT or marketing side, do not pay enough attention to the fact that even though we all talk about how eCommerce is customer-centric, we may not be aware how easily the customer can escape us, because his patience is in seconds and we must use that patience wisely. It is the technology that allows us to create an effect of creating a relationship between the site and the customer.” Kristina also pointed out that it is important to cover every channel that the customer comes to, whether it is physical or digital. The company must be aware that the customer leaves a large amount of information about himself and that the company must use it in the right way, to get to know him and use all that later to build customer loyalty. And Ana pointed out that the use of advanced technologies such as ML enables us to personalize content, but also that company has to work on adapting the approach to each customer.

They also pointed the importance of the quality of the data that companies have, and that loyalty is something that unlocks a bunch of customer data, and that it is the most efficient way to communicate with the customer. The importance of personalization in real-time was also emphasized, as well as the importance of each customer.

When it comes to chatbots, Kristina stated that chatbots are certainly one of the leading trends in the field of eCommerce, stating that Chatbots are often seen as a way to recommend a product to someone or to help a customer when buying, but that it is also interesting its use as support and to provide the customer with the appropriate service after purchase and provide them with instant answers to requests, because it significantly affects customer satisfaction.