Gone are the days when customer service only pertained to face-to-face service in a four-walled store. These days, we need high levels of customer service everywhere we shop, including your eCommerce store.
What Online Customer Service Looks Like
Obviously, there’s no way for you to monitor your site 24/7 just in case a customer has a question or a concern. But your consumers do need to know someone will be there to support them, particularly after they make a purchase.
More than ever, consumers are demanding someone be available when they need them — day or night.
Finding a way to ensure problem resolution after purchase and answering questions or consulting before they buy can convert browsers into loyal customers. 24/7 chat availability will show your customers you and your eCommerce business put them first and are always around to help them when they need it.
So, how can you be available when you’re not available?
Using a live chat application is the easiest way to integrate this service into your eCommerce site. This doesn’t mean you have to sit up all night, bleary-eyed, waiting for a message that may never come. If you’re a small operation, you can set hour parameters. Your customers will still give you credit for 24-hour customer service and will appreciate clear messaging on when a rep will be available.
Customers don’t like service surprises. Be very clear about your delivery and return policies. If an item is not eligible for return, spell that out. Let them know what to do if they don’t like an item and answer the most common questions before they have to ask:
- Who will pay for return shipping?
- What’s the process? Will you send them a shipping label, do they need to call first, etc.?
- How long will it take for them to be refunded? (Always underpromise and overdeliver.)
No Guest Checkout
One of the biggest flaws of any site is forcing people to create an account. Nobody likes being told what to do, especially when they’re spending money. You want to encourage shoppers to create an account. But, if someone’s in a hurry or isn’t sure about your brand yet, don’t force it!
Even after they’ve checked out, you can encourage them to create a profile when you send the order confirmation email and even the shipping confirmation communication! You’ll have plenty of opportunities, don’t worry.
Implement a Loyalty Program
One of the best ways to beef up your customers’ perception of your commitment to them is to have a rock-solid loyalty program. This will keep them coming back and can encourage them to refer their friends and family to your site.
A satisfied customer is the bet business strategy of all.
Consider your favourite loyalty programs and decide what you will offer. Some of the most popular possibilities are:
- Birthday discounts
- Referral bonus
- First crack at sales
- Rewards after certain dollar spend thresholds
Need help developing the right eCommerce customer service strategy and loyalty program? A360 knows eCommerce business success depends on a deep commitment to customer service. We help clients nail this and all areas of their business. A free growth session is all it takes to begin your journey to wild success.
Actionable Items to Improve Your eCommerce Business’s Success
- Decide on a 24/7 chat feature for your site.
- Create a robust and straightforward customer loyalty program.
- Develop a followup email campaign that encourages guests to create a profile.
- Develop and display your delivery and return policies.
Avoid These Common Pitfalls
- Forcing customers to create a profile
- Making customer service options difficult to find
- Making returns difficult