4 Elements of E-Commerce Customer Service

How Consumer Behavior Is Fueling the Future of Retail CX TW

The world is rapidly changing and that’s good news for businesses in the e-commerce space. In a study conducted by The Global Consumer, more than one-third of global consumers purchased products online at least once per week. This means it’s more crucial than ever to focus on the e-commerce customer service experience.

There’s been a huge bump in online purchases ever since the pandemic began. As more consumers practiced social distancing and stayed at home, their online shopping habits increased. In fact, on a global level, 49% of consumers shop online more than they did pre-COVID-19 and the amount spent online with U.S. retailers alone in Q2 of 2020 was 44% higher than the same period in 2019.

These new statistics mean there’s a lot of room for growth in the e-commerce sector. If you’re a retailer, one of the most important points of contact for new customers is your customer service team, which means it’s imperative that they’re trained and up-to-date with the latest knowledge and know how to go above and beyond for your customers.

What Is E-Commerce Customer Service?

E-commerce customer service is the act of assisting new or existing online customers when they encounter questions or challenges they may have throughout the customer journey. It is the goal for an e-commerce customer service team to provide a pain-free, digital shopping experience for consumers.

An e-commerce business should look at all the ways a customer would interact with their brand and provide assistance for them throughout the digital customer journey. This could mean answering their questions directly on the brand’s website, via social media, or by telephone calls and emails.

The ideal e-commerce customer service experience means customers are never left hanging — no matter what. If you’d like to improve your customers’ experience throughout the buyer journey, here are four important elements you should be incorporating in your e-commerce customer service strategy.

1. Reduce Redundancies and Customer Friction

According to HubSpot Research, the most frustrating thing about interacting with an e-commerce brand is having to repeat their problem to more than one customer service representative. You can prevent this from happening by incorporating an omnichannel communication strategy that allows a customer service agent to see all the ways a customer has connected and interacted with your brand. Don’t take their problem for granted. If a customer doesn’t feel like you’re able to accurately, and consistently solve their problem, they will look elsewhere for a brand that does.

2. Provide Self-Service Options

Customers often dread having to reach out to a customer service agent. They prefer to find the solution to their problem on their own before having to interact with someone. Some of the cheapest ways to improve the customer experience is by providing more self-help and FAQ documentation for that customer.

If you’re noticing a pattern within your e-commerce customer service channels where customers are asking the same questions over and over, you might benefit from creating additional documentation on the website to help customers get what they need quickly without having to ask for help.

3. Replace the Sales Rep with E-Commerce Customer Service Agents

Customer service agents are wearing a lot of hats in today’s market. They’re not only expected to solve tough customer problems, but they’re also an extension of the brand’s image. They need to know how to best service their customers’ unique  needs and personal tastes.

Today’s consumers are turned off by pushy sales reps, but they do love someone who is in their corner and recommending products that are relevant to them. However, it’s a fine balance to juggle these two worlds. It’s important to provide training for your customer service team so they can understand the difference, and learn how to recommend the best products in a way that’s authentic to the brand. Consumers want a personalized experience and you can deliver by having your support team lead them down a path that’s unique and relevant without being seen as salesy.

4. Take Customer Reviews Seriously

Many customers feel like they’re shouting into a void when it comes to delivering feedback to a brand. They’ve taken their time to answer a customer satisfaction survey and, if their feedback was especially negative, often don’t see changes in how the company handles the shopping experience. This is an area where you can really stand out from your competitors.

If you notice a customer has had a bad experience, don’t let their feedback go unnoticed. Reach out to them, offer to make it right, and let them know you value their opinion no matter what. Some of your harshest critics can turn into your biggest supporters if they see first-hand that you value their business and will do anything to make sure they’re satisfied.

Connect With Kustomer:

It can be hard to stand out from the crowd and grab a bigger piece of the pie in the e-commerce market. However, Kustomer is here to help! If you’d like to know more about how to differentiate yourself in the market and improve the agent experience for the customer, you can watch our ondemand webinar here. Delivering exceptional customer service requires companies to empower their team with the tools they need to succeed. Feel free to request a free demo right here and start creating stellar customer experiences today.