As e-commerce technology continues to advance, it becomes easier and more convenient for people to shop online for just about anything. With so many options available, customers have high expectations when it comes to e-commerce customer service. If they're not happy with their shopping experience, they can take their business elsewhere with a quick tap on the screen.
Regardless of the quality of your business’s products or services, customers remember their experience above all else. Here are five ways you can maximize your e-commerce customer service so that your customers keep coming back for more.
Multichannel is just the baseline - to lead the way in e-commerce customer service, omnichannel strategy is essential. No matter how many channels you use to interact with customers, you must focus on providing a seamless and consistent experience at every touchpoint. For example, if a customer is on social media, treat that as you would a phone interaction by responding quickly and following up with a solution. Providing this level of consistency can require a lot of resources, but technology and outsourcing can help. Just make sure the technology is aligned with your brand’s standards - bots can increase efficiency but they can’t replace a human interaction with someone who is an expert in your brand.
Make it Easy
As a consumer, there is nothing more frustrating than searching for the FAQ page, not finding an answer, digging around for a phone number and so on. Whether a consumer wants self-service or live interaction, find ways to make it easy for them. Sometimes making simple adjustments to your homepage and FAQ’s can make all the difference for those looking to find a quick answer on their own. For those reaching out through channels like live chat and email, customers appreciate being able to transition from one channel to another without interruption.
Use your Data
When it comes to e-commerce customer service, it can be easy to get caught up in the day-to-day execution. Be sure to dedicate time and resources to collecting and analyzing the data, and then leverage it to improve your processes and strategies for the future. Whether you are a small startup or an established corporation, the metrics you are tracking will reveal insights that you may not be able to recognize on your own. Is your escalation rate higher for tickets regarding particular topics? Talk to some of your staff to see if more training and education in that area could be helpful.
Get to know your customers. There are so many ways to find out what they want and how they are feeling about their experience. If they offer their feedback, take it seriously and use it. Social media is one of the best ways to tap into feedback that they are already giving, but it’s worth it to request customer feedback for more specific insights. Many people are happy to fill out a quick survey in return for a discount. And when you receive negative feedback, take the time to figure out the root cause so that customers feel truly taken care of in the moment, and in the future.
Find Ways to “Wow”
Creating a “wow” experience is probably the most overused term in customer service, but it always delivers. There are the basics perks-- free shipping, easy returns-- but companies that go above and beyond are leading the way in e-commerce customer service. Particularly when shopping online, personal experiences like receiving a handwritten note can go a long way in terms of customer loyalty. If your strategy is already high-touch, think about new ways to surprise your customers when they’re not expecting it, like sending someone a discount if they haven’t shopped in a while. These kinds of experiences are the ones that people rave about, and you can never have too many raving fans.
Conclusion: Invest in Your E-Commerce Customer Service Strategy
There are so many ways to interact with shoppers online, and countless factors that make up a customer’s experience. This makes it more important than ever to invest in your e-commerce customer service strategy if you want to have a competitive edge. Focusing on the five areas mentioned above will put you in a strong position to provide exceptional experiences for your e-commerce customers.