ASSESSMENT ON THE ECOMMERCE PROCEDURE OF EBG COMPANY INC. IN MAKATI CITY

Abstract

1. Personalized Recommendations Advanced Data Analytics: Invest in machine learning algorithms that analyze customer purchasing history, browsing behavior, and demographic data to create a more accurate and personalized shopping experience. Dynamic Pricing: Use dynamic pricing models that can adjust based on demand, stock levels, and customer behavior to further personalize offers and increase sales. 2. Enhancing Customer Service Omnichannel Support: Implement omnichannel customer support (phone, email, live chat, and social media) to ensure consistency and responsiveness across platforms. Self-Service Options: Create a detailed FAQ section and self-help resources (video tutorials, troubleshooting guides) to empower customers and reduce the burden on support teams. Customer Feedback Loop: Set up a continuous feedback system where customers can rate their service experience. This helps in identifying areas of improvement and in adjusting customer service strategies. 3. Efficient Order Fulfillment Automation and AI Integration: Incorporate warehouse automation systems like robots or AI-based sorting to speed up order fulfillment, reduce human error, and increase capacity. Multiple Fulfillment Centers: Set up regional warehouses or partner with third-party logistics providers to offer faster, more localized delivery, reducing shipping times and costs. Order Tracking & Transparency: Enhance the tracking system with real-time updates and automated notifications that inform customers of their order status, ensuring transparency and trust. 4. Product Categorization & Classification AI-Driven Cataloging: Utilize AI tools for automatic categorization and tagging of products based on attributes like style, use, and customer interest, ensuring the catalog is always up-to-date and easily searchable. Improved UX/UI: Revamp the website or app to feature a user-friendly interface with a simplified, visually appealing layout that promotes easier navigation and product discovery. 5. Fostering Customer Trust Security and Privacy: Implement end-to-end encryption and display security certifications (SSL, etc.) prominently on the website to reassure customers that their personal and payment information is safe. Product Authenticity and Quality Assurance: Highlight the brand’s commitment to quality by offering guarantees, certifications, and transparent product descriptions. Introduce a “Verified Reviews” system to ensure authenticity. Customer Loyalty Programs: Create a rewards or loyalty program that encourages repeat purchases and provides tangible benefits to customers, thereby building long-term trust and engagement. 6. Changing Consumer Perceptions Brand Storytelling: Share the company’s journey, values, and unique selling propositions through engaging content, video stories, and social media campaigns to build a relatable brand image. Influencer Partnerships: Collaborate with well-known influencers and industry leaders to showcase the company’s products, building credibility and visibility among target audiences. Social Responsibility Initiatives: Demonstrate a commitment to social causes by implementing sustainable practices, such as eco-friendly packaging, or partnering with charity organizations, aligning the brand with customer values. 7. Government & Infrastructure Development Advocacy and Collaboration: Work with industry groups, local businesses, and government agencies to advocate for improved infrastructure and policies that support e-commerce, such as tax breaks, faster internet, and better logistics networks. Public-Private Partnerships: Partner with the government and tech companies to push for initiatives that lower the cost of technology (smartphones, computers) for consumers and businesses, helping to increase accessibility. 8. Adapting to Ecommerce Growth Scalable Technology Solutions: Invest in cloud-based technologies that allow the business to scale rapidly without losing performance or user experience, supporting growth as customer demand increases. Data-Driven Decision Making: Leverage data analytics to predict consumer trends, optimize product offerings, and streamline operations, keeping the business ahead of market changes. Customer-Centric Culture: Continuously adapt the company’s culture to be more customer-centric, where every department (from marketing to logistics) is aligned with improving the customer experience. By addressing these areas with more comprehensive, data-driven strategies, SSI can improve its internal operations, customer satisfaction, and market position, paving the way for long-term success in the e-commerce space. The research aimed to evaluate the e-commerce procedures of EBG Company, with a focus on understanding the operational efficiency, customer experience, and overall effectiveness of their online processes. The study gathered insights from both employees and customers of the company to assess key e-commerce functions like order fulfillment, customer service, and website usability.  Sampling Technique: Purposive Sampling: The study used purposive sampling to selectively choose participants who could provide detailed and relevant feedback based on their experience and role in the company. Employees (30 Participants): Employees were chosen for their direct involvement in the day-to-day operations of the e-commerce business. Their input was critical for evaluating internal processes such as inventory management, order fulfillment, and customer service. Customers (10 Participants): Customers who had previously interacted with EBG’s e-commerce platform were selected to assess their shopping experience, satisfaction levels, and the effectiveness of the website interface. Data Collection Methods: Survey Questionnaire: A structured survey questionnaire was distributed to both employees and customers to collect quantitative data on various aspects of EBG's e-commerce operations. Satisfaction with customer service Product categorization accuracy Trust and security of the online platform Oral Interviews: To supplement the survey data, in-depth oral interviews were conducted with selected employees and customers to gather qualitative insights. These interviews helped to:  Explore customer expectations and experiences in detail Understand employees' perspectives on operational challenges and areas for improvement Capture suggestions for enhancing e-commerce operations Study Aims: The study's main objective was to assess the effectiveness of EBG Company’s e-commerce procedures and identify areas that needed improvement. The specific goals of the study included:  Evaluating the efficiency of order fulfillment processes. Assessing the quality of customer service and identifying gaps in support. Investigating the accuracy and organization of product classification on the website. Understanding customer perceptions and satisfaction with the overall e-commerce experience. Expected Outcomes: The results of the study are expected to:  Provide actionable insights into the weaknesses and strengths of EBG’s e-commerce processes. Offer recommendations for improving operational efficiency, customer satisfaction, and overall user experience. Help EBG identify potential solutions for addressing issues such as inconsistent order fulfillment, inadequate customer service, and poor product classification Employee Demographics: Employee Composition: The e-commerce process at EBG Company receives positive feedback from its employees. Among the 30 employees involved, 77% are female, while 23% are male. Key Aspects of E-commerce Operations: Order Acceptance System:  The process for accepting orders is highly rated, indicating that both employees and customers find it efficient and reliable. E-commerce Platforms:  Top Platforms: EBG uses platforms such as Shopify, Magento, and Ordazelle, which are praised for their ease of use and ability to effectively manage online transactions and sales. Payment Processing:  The payment processor receives high marks, suggesting that the system is secure, easy to use, and enhances customer trust. Product Distribution:  Packaging: The company's approach to product distribution, particularly solid packaging, is highly rated. This ensures that products arrive safely and undamaged, contributing to positive customer experiences. Key Performance Indicators: The following are some of the standout features of EBG’s e-commerce process:  Order Tracking: The ability to track orders is well-received, adding a layer of transparency and improving customer satisfaction. Customer Feedback: The company’s system for collecting and addressing customer feedback is appreciated, helping EBG make necessary adjustments. Real-Time Shipment Updates: Providing real-time shipment status helps customers stay informed and reduces anxiety about delivery. Payment Method Variety: A range of payment options is available, giving customers the flexibility to choose the method most convenient for them. Recommendations for Improving Customer Service: To elevate its customer service further, EBG Company should consider the following improvements:  Offer Related Products: Suggesting similar or complementary items to customers could increase sales and improve the overall shopping experience. Detailed Product Information: Providing more detailed and accurate product descriptions, including specifications, images, and usage information, would enhance the shopping experience and help customers make informed purchasing decisions. Discounts and Promotions: Introducing regular promotions, seasonal discounts, or bundle offers could attract more customers and encourage repeat business. Streamline Payment Gateway: Simplifying and improving the payment gateway, such as adding more payment methods and enhancing security, would boost customer confidence and minimize cart abandonment. The researcher advises EBG Company to enhance its e-commerce procedures, particularly in order acceptance, payment processing, and product delivery. These improvements are vital for streamlining operations and ensuring a better customer experience. Furthermore, to maintain customer loyalty and retain clients, the company must consistently elevate its services and meet the growing expectations of its customers.