How to manage customer reviews of your ecommerce
Did you know that 87% of customers read internet reviews and that over 50% of customers are...
Having a complete e-commerce business, consisting of a variety of products and an intuitive and easy-to-use interface, is certainly a good way to start a successful online business. However, many retailers tend to underestimate a service that is mistakenly considered to be a "side dish": customer care.
One of the main problems that clips the wings of e-commerce businesses is an inefficient customer service. Malfunctioning live chats, switchboards that do not answer phone calls, and late or incomplete responses are problems that ruin the shopping experience. The customer, dissatisfied and frustrated, will look elsewhere for his or her requirements.
It is therefore evident that customer care is by no means a side service. Having a valid and proactive customer service improves the customer experience and builds loyalty. This is indeed an aspect that should not be underestimated, especially when you consider that acquiring a new customer costs much more than retaining one. In addition, customer care provides very useful information, acting as a sounding board for the seller, who can take the right measures to improve the company platform.
If you are wondering how to offer your customers fast and efficient support, you can rely on us at We Are Fiber, with our vast experience in the sector.
Each customer is different from the other: how to provide a personalized service
Although the online shopping experience is increasingly similar to that in physical stores, it lacks a fundamental element: the human relationship. Despite the wave of digitization, consumers still need expert and professional support. However, each customer has different needs and purchasing behaviors, so it is a challenge as to how to go about identifying these.
The answer lies with the help of customer care.
The company must provide every customer with valid support before, during and after the purchase, in order to better understand the habits and preferences of each consumer. A new user, before proceeding with the purchase, may need more information about the product, the company, the methods of shipping and returns, etc. A loyal customer may, instead, require more information on a product already purchased, or may wish to know when a brand's new collection arrives.
By extrapolating all this data, the company can draw up an identikit of its customers, so as to provide an increasingly personalized service to improve the shopping experience.
Which communication channels to use
Customer care also provides important information on the channels most used by consumers to request a consultancy or support service. Even if it appears to be an obsolete medium, email is a very popular assistance tool and therefore a company must make this available to its customers. It is therefore necessary to manage the email flow by arranging one or more people dedicated to customer assistance.
Another traditional channel, which is particularly popular as it relies heavily on the human factor, is the telephone. It is generally used by customers who need urgent or sensitive information, but the times when assistance is active must be indicated.
Among the most popular tools in recent years is live chat, particularly appreciated by users as it provides quick answers and allows one to solve small problems. It can be integrated with a chatbot to give answers even outside office hours.
Despite being undervalued, social networks have great potential in terms of customer care. It is a simple tool, accessible to everyone and highly practical, which especially appeals to young people.
Finally, there are the FAQ (frequently asked questions), that consist of those questions asked most regularly by users, which, in turn, give further information on their habits and on the most recurring problems.
Collecting all this data results in your business obtaining extremely useful information. For example, it is possible to know which are the most frequent problems, at what time phone calls are concentrated, what the possible criticalities of chatbots are, etc. In this way, it is easier to identify problems relating to the customer care service offered, but also to the issues found with the products or goods sold.
What are the benefits for e-commerce?
By improving the customer care service, e-commerce businesses create an advantageous cycle, which brings about a series of medium-long term benefits. Customers are satisfied with the treatment received, so they return to make new purchases and are loyal, as they know they can count on professional and caring support.
All this generates positive word-of-mouth which, with digitization, is even faster and more important in terms of bringing new customers. Customer care is part of the lead generation operation, in that it can create a list of contacts who are really interested in a particular product.
The company's image also benefits greatly, strengthening its brand reputation by establishing itself in the market as a leading and reliable business in its sector.
Would you like to know more? Contact us!
We will be happy to answer all your questions, helping you along as you launch your e-commerce business on the web.