Do you know what customers expect from online shopping? It is not always delivery time or prices, but prime customer service. They want to get involved with a company that provides high-quality customer service.
Customers do not only want to buy a product but experience excellent customer service. For a persistent change of expectations, nowadays, customer service has become a complex work.
As an eCommerce business owner, your customer service should be a number one priority to tie your customers and gain new ones. So, you need to deliver delightful customer service to build continual relationships with your customers.
Reserve your 7 minutes and grab your favorite drink, a pen, and pad… It is time to learn how to master customer service for your e-Commerce!
What is eCommerce Customer Service?
It is an act of providing or taking care of customer service, including their needs, requirements, etc. to customers before, during, and after a purchase.
From choosing a strategy to attitude toward clients, customer service plays a huge role in doing business. Thus, as a company, you should invest in customer service if you want to succeed and grow your business.
Why Should We Care for Customer Service?
We often hear about predominating customer service and investing a lot to better it. It is not open to questions. But why?
Briefly, customer service implemented on eCommerce has four essential advantages, according to a study carried by EasyShip. It turned out that the quality of customer service has a long-term impact on a company’s overall success by:
- Improving e-commerce trust;
- Popularizing brand;
- Overclassing other competitors;
- Helping marketing campaign;
- Increasing conversion rates.
When a company’s customer service is quite satisfying, it gains loyal customers. Once they experience your customer-centric strategy, they will keep coming back. Customer-centric strategy, in its simplest form, is to put customers’ needs, wants, and more at the center of the buying process.
Do you see how customer service benefits a company? Then, let’s dive into learning customer service practices for eCommerce.
#1 Apply Multichannel approach
The multichannel approach of customer service means there is more than one way for customers to reach out for a company’s support.
In brief, a multichannel support system allows e-Commerce customers to meet you on the channel they prefer. This channel can be phone calls, emails, live chat, social media, etc. or lightweight self-service options such as knowledge base.
The multichannel approach is a crucial strategy when it comes to mastering customer service. The reason is that more than 75% of customers utilize more than one channel.
Also, a channel preference differs from one generation to another i.e. older people prefer phone calls, whereas the younger generation chooses social media. Thus, depending on your product or service, you need to consider your target audience when giving a predominance to a support channel.
Are you still following? In the next sections, I will show you crucial, implemented real-life tips to master customer service for eCommerce business.
#2 Retain Customers with Your Knowledge
Did you know that 91% of site visitors continue to use the site is there is enough information that meets their needs?
The reason is that customers want to save their time. Visitors want quick access to their desired information. That’s the point.
The knowledge base is one of the customer service strategies that includes FAQ, policies, product details, etc. Do not forget that your strategy should be keeping visitors on your site.
Thus, you need to put all the information about your company or product in one place for faster customer service.
Users do not want a bunch of information or listed answers on the FAQ page. They want to find content quickly. For this reason, a site should have multiple self-service channels. Online forums or communities are on the rise for the last few years.
Take an example of PayPal. They own an online community platform that is full of user experience-based answers. Besides the availability of information, they are organized in a way that it easy to find a topic or solution.
PayPal has over 285 million customers all over the world. Its knowledge base availability can be the reason that it has so many customers. Both business or personal users perceive that if anything goes wrong, they can easily find resolutions.
To achieve high-quality self-service, you need to use modern solutions to analyze and measure the value of your content. This can be customer behavior tracker tools, i.e., Hotjar or other customer metrics.
#3 Offer Instant Help
According to research in the U.S, 53% of adult customers abandon their online purchase if they do not find a quick answer to their questions. Live chat is the fastest-growing channel in the customer service sphere. Quick resolution is the main reason for a customer to a prefer phone call or live chat over email or fax.
Besides improving the quality of customer service, and providing immediate resolutions for customers, live chats help to increase conversion rates. How?
Live chat, for instance, pop up chat windows can help visitors immediate assistance from the help desk. If a customer stuck on a certain page for a long time, pop up chats can ease their doubts about a product. Some companies, such as Paldesk, offers live chat software for online business owners to increase conversion rates.
According to research by Loudhouse, nearly 60% of customers prefer communication via phone calls since it is the quickest way for a problem resolution.
Other than real-time chats and phone calls, live video chats are on the rise when it comes to seeking live assistance, too, according to research. 55% of the surveyed participants are interested in video chats.
#4 Provide Kind and Personalized Experience
Did you know that the friendliness of representatives or agents is one of the essential aspects of customer service experience? Studies show that, after a speed of resolution and response, customers look for friendliness in communication with representatives.
Moreover, AgilOne’s study says that the majority of customers expect companies to offer a personalized experience.
The study shows that in the U.S 79% and the U.K, 70% of the customers want brands to provide a personalized experience. How can you use that technique?
You can achieve personalization through the following tips:
- Remember what a customer purchased previously, and refer to it in your next conversation.
- Use a customer’s name in a promo code.
- After tracking a customer’s behavior, you have data. Now you can communicate with them in a more personalized way.
This list can grow longer, and you can add more using your creativity. Concept of personalization differs for each person. Some of the customers like receiving discount emails while others are seeing popup offers. Thus, it is better to optimize your collected data and offer personalization experience accordingly.
#5 Ask for Feedback – How Was Their Experience?
Asking for feedback for your online service is a simple yet powerful tool for improving eCommerce customer service.
This technique – asking “how was your experience?” works like magic at boosting customer service satisfaction. Do you know why?
Users want to feel to have cared. No one would like to cooperate with a company when its purpose is only to make money. None of us would give value to this kind of company, do we?
When you ask that question, customers perceive that you care for them, for your service, and would want to improve yourself. And this leaves a positive message in the customers’ minds.
Let’s look at GoDaddy – one of the well-known Internet domain registrar and web hosting company.
GoDaddy offers a 7/24 contact service consisted of a phone call and online chat. At the end of every chat, they ask to evaluate the service.
Also, GoDaddy often modifies their online chat. Only a couple of months ago, you would wait up to 5 minutes for an agent to be online. 5 minutes is quite short. We can wait that long.
However, despite its quick online chat service before, it’s changed in a way that you do not wait even a minute. Once you start a chat, an agent is ready to answer your questions. Don’t you think that attentive behavior toward its users is the reason for GoDaddy having more than 18 million customers all over the world?
Do not forget that, regardless of negative or positive feedback, you need to answer both kinds.
To conclude, customer service is a predominant indicator of a successful business. Take your time. Create a unique customer service and build personal connections with your clients. Bear in mind that your customer service defines your brand, product, and your business.
Have you ever tried the tips mentioned above? Which one of them helped you to step ahead of your competitors? Let us know by commenting below your favorite eCommerce customer service tools!