E-commerce buys into KM

"If you're handling 100,000 orders a year, even 10 cents an order can make a huge difference," says Johns, adding that the Avangate solution helps handle the cancellations.

One of the main reasons the company chose Avangate was that the e-commerce provider had the knowledge management capability to seamlessly import more than 50,000 subscriptions without the need to re-enter them. Avangate also provided a mobile shopping cart, which Johns credits for helping the company increase its sales conversions by 20 percent.

"With mobile being so fundamental to our customers, the control and customer experience tools that Avangate provides help us reach our goal: to continuously optimize the customer experience across all our channels," Johns says.

Retina-X extended its usage of Avangate into the call center, where 13 agents spanning live chat, phone and ticket support teams leave notes on customer record pages for shared access to past order history. Avangate's global support team answers allcustomer billing-related questions.

Additionally the Avangate platform provides self-service solutions that help customers often obtain the information and help they need without contacting the call center.

As e-commerce continues to become more dominant in retail, companies will continue to count on increasingly robust knowledge management solutions to provide the cutting edge online shopping experience that customers expect.