ChoiceStream

How do you rejigger an $8 billion company to catch up to rising customer-experience expectations that have passed it by? That’s the task facing eBay. Unlike Zappos, which built a name using customer service as marketing, and Amazon, where shoppers can log on and find virtually anything at a clear, set price, eBay didn’t control the fulfillment chain. That often leaves its customer service, a component key to branding, at the mercy of its sellers. The company’s marketplace unit - which includes eBay.com – is the focal point of the company’s turnaround efforts. Morningstar analyst Larry Witt doubts eBay can make a go of it against Zappos and Amazon noting “They can’t directly control the customer experience, though they can influence it.” Yet that’s exactly what eBay has set out to do. As such eBay is working to improve services for top buyers and sellers and has hired talent to improve its search and technology capabilities. Read the full article at Ad Age