Retailers know to gain more customers and sales, they need to provide a great overall experience. However, when it comes to e-commerce, the post-sale experience may not get the attention it deserves.
The way a retailer handles customer care whether they’re calling to praise or complain, that experience goes a long way in shaping customer satisfaction.
How The Numbers Stack Up
According to a study, a whopping 83% of the shoppers surveyed indicated they needed some type of assistance while shopping. Of that amount, close to 60% would like more options to contact online brands. Also, the urgency factor takes center stage: over 80% of shoppers want help within five minutes, while over 30% expect it to be instantaneous. The most telling stat, though: if customers cannot find the help they need, almost half of them (48%) would rather look elsewhere and leave your site.
So.. what does this mean for you, the online retailer?
To make sure that 83% of shoppers who need help doesn’t become that 48% of those who look elsewhere, here are a few tips:
Ease of Access: You need to provide your customers with enough ways to get in touch with you and make it easy to find those channels. Place phone numbers, email addresses, and message forms in prominent places where they can be seen. Live chat is a great tool since it can provide help quickly and with little effort on the customer’s part.
Speed of Service: Once customers have found a way to contact you, resolve their issue quickly. Single interaction resolution is the best, but if your contact center is swamped, then make sure customers get an acknowledgment that their message has been noted and a timeframe for the response. For phone calls during peak times, allow callers to request a ‘call back’ at a time of their choice in lieu of waiting on hold.
Polite and Seamless Experience: Friendly customer care agents led by seasoned managers are a must. If there is certain verbiage that can be scripted to enhance your brand’s image, weave that into your conversations and chats. Your customer care teams need to have in-depth knowledge about your processes before and during the sale so that they can adequately communicate with customers to address issues encountered while browsing, ordering, shipping, and returning products. Educate them on all aspects of the business and they’ll be able to provide honest, reassuring support to your brand’s fans when they need it most!