Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 268 52 mins

Sealing the Second Purchase with a Customer Experience Strategy

About the guests

Vikas Bhambri

Kunle Campbell

Vikas leads Kustomer’s Sales and CX departments, overseeing Sales, Business Development, Implementation, Customer Success, and Support.

Over the last twenty years, Vikas has worked in a number of different roles and at market leaders like Oracle, LivePerson, and 8×8 in the CRM & Contact Center space in both North America and EMEA. Having worked with companies at all sizes and stages to leverage technology to enhance their people and processes to best acquire, grow, and retain their customers, Vikas builds teams that follow his ethos – that our responsibility is to deliver knowledge and value in every conversation that we have with our customers and partners.

On today’s episode, Kunle is joined by Vikas Bhambri, Senior VP Sales at Kustomer – a New York-based Omnichannel CRM platform. Kustomer delivers data from multiple sources through a single customer-view, allowing companies to deliver consistent and personalized customer service.


Most eCommerce and DTC companies need repeat customers to be successful. Yet a majority of these companies fall into the trap of only targeting new customers. ECommerce adoption may be at all-time high, but that is also driving up the (dreaded!) cost of acquiring (CAC) new customers. An unsustainable cost of acquisition is one of the leading reasons why startups fail. Maximising the Lifetime Value (LTV) of existing customers is a real focus as eCommerce continues to boom. This is where customer experience (CX) comes in.


Realising that CX is crucial is one thing, but getting it right is a different thing altogether. Growing adoption across all digital platforms is changing the ground rules and expectations of CX. There are multiple facets to an effective CX strategy. Getting it right is no longer a good-to-have, it can be the difference between success and failure.


Kunle and Vikas discuss the pillars of every effective CX strategy, where to start and how to scale your CX strategy. Whether you are an established brand or a small business, there are great takeaways for you in this episode!


Here is a summary of some of the most important points made,

  • You must be available where your customers are (i.e. Everywhere!)
  • Well developed self-service resources can nip problems in the bud
  • Support reps must be empowered, informed and empathetic
  • A disjointed multi-channel approach can cause confusion and hurt your brand
  • Having a unified feed for data from all your channels is a gamechanger


Covered Topics:

On today’s interview Kunle and Vikas discuss,

  • 3 Pillars of Customer Experience
  • Omnichannel vs Multichannel
  • Empowering customers and support reps


  • 07:05 – Kustomer’s journey with DTC brands?
    • Working with DTC/eCommerce companies across multiple industries
    • Huge growth in adoption over the last 9 months
  • 10:21 – Why CX budgets are rising in companies across the board:
    • The Cost of Acquisition has risen
    • Profitability from a customer starts with the 3rd purchase
  • 12:12 – The big 3 Pillars of CX:
    • Be where the customer wants to be (i.e. Everywhere!)
    • Well developed Self-service options are critical
    • Customer service reps must be empowered, informed and empathetic
  • 14:29 – How should DTC companies develop their products with CX in mind:
    • Get your audience behind you (influencers / celebrity endorsements)
    • Appeal to the buyer’s emotions – Is your product eco-friendly? Is there a charitable angle?
    • Build a subscription model
    • Increase convenience
  • 19:50 – Most common customer engagement channels:
    • Chat, email and SMS are now default options
    • Social media depends
    • Voice is still relevant because of “Old-school” customers and urgency factors
    • Your audience dictates which channels you should focus on
  • 24:10 – Why multichannel can lead to “Agent collision”
  • 28:50 – Framework for Self-serve options
    • Knowledge base / FAQs are the most basic requirements
    • A good starting point is reviewing your most common inquiries
    • Avoid Whizmo by being transparent about order details
    • Chatbots can be used to answer questions and empower customers
  • 32:10 – Creating the best customer reps
    • Having outdated tools sets up your team to fail
    • Reps should have easy and instant access to customer data across all channels
    • Empower reps to resolve problems on-the-spot
    • Training from day one
    • Focus on wellness of your team
  • 36:50 – How to improve wellness of your reps
    • Scheduling mandatory wellness breaks
    • Having resources for reps to relax and learn
  • 38:30 – Tips for managing CX during holiday sales:
    • Focus on building a long term strategy
    • “eCommerce and DTC will be front and center in 2021”
    • Use your data to improve CX that will bring returns in the future
    • It’s time to overinvest in headcounts
  • 45:40 – Why the biggest brands are doing their holiday sales now?
  • 47:00 – This is not a temporary normal – this IS the new normal


  • A truly Omnichannel approach is a soon-to-be norm
  • Your CX strategy should empower both customers and employees
  • Reviewing your most common inquiries is the best starting point

Links & Resources

Tweetable Quotes:

“True omni-channel is the ability for a customer or Brand to start and continue a conversation while switching channels.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and  grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction,  and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

This episode is brought to you by Rewind – the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses.
Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind.

Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!

For a free 30-day trial, Go to Rewind.io,
reach out to the Rewind team via chat or email and mention ‘2x ecommerce’

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts

Get Free Email Updates by Signing Up Below:

Podcasts you might like