Let’s be clear: in any online sales project, everything must revolve around the user. The initial goal is to turn them into a customer and then build their loyalty.
Most projects pay close attention to factors such as:
- The product, the price and the consumer profile.
- A good sales platform.
- A well-structured design focused on conversion and a good UX.
- Good shipping and returns policies and pricing.
- A digital marketing strategy to gain visibility and drive traffic.
And after all that, the user ends up with nothing but a cold, impersonal form to contact the seller: WRONG
When we compare an online store with a physical one, assuming both are in perfect condition (design, order, structure, cleanliness, lighting, photos…), the big difference is the salesperson and the personal touch. That’s why it’s important to humanize an online store as much as possible: to convey a sense of closeness, personal attention and guidance to users. Achieving this can mean not only closing the sale, but also earning customer loyalty.
The more contact and customer service channels we offer users, the better. Each has its pros and cons, but what matters is that:
Not all users feel comfortable with the same channels or want the same kind of service.
Every service channel we offer customers must live up to the expectations that come with it. Often this means investing resources and time; if we can’t meet those expectations, it’s better not to offer the channel. We don’t want disappointed users.
Main customer service channels in eCommerce
Live Chat and Chatbot
This channel allows personalized interaction with our users. It’s a great source of information that, besides helping users and increasing the conversion rate, lets us spot gaps in our store (improving user experience, shipping and returns policies…), product demand and opportunities.
It’s easy to use, offers instant communication, and users feel safe thanks to the anonymity it provides.
Immediate response is crucial in this channel, which means having knowledgeable, skilled staff dedicated to it.
Chatbots, as the name suggests, are automated chats. They provide automatic answers from their database and, in some cases, have a certain ability to learn (artificial intelligence).
Customer service phone line
This is another very traditional service channel. Offering phone support builds a lot of trust, since not everyone feels comfortable writing, whether due to lack of fluency or simply not wanting to.
Like live chat, it offers real-time service that users really appreciate.
Who doesn’t have WhatsApp on their phone these days? It’s become widely adopted over the last couple of years, especially since the launch of WhatsApp Web, which lets you start chatting from your computer by simply scanning a QR code with your phone. Easy peasy.
Another advantage is the ability to attach files.
Social media
Most companies selling products and/or services to end customers (B2C) know that some of their consumers and/or potential customers are on social media. That’s why they have business profiles there and invest part of their resources in building and nurturing their own community on these channels.
The clearest examples are Facebook and Twitter, where two-way communication with users takes place. They constantly and freely comment on our products, services, promotions, news… sharing questions and concerns, often critically. This means responding and, wherever possible, providing solutions.
Many companies have a dedicated social profile to better manage customer service.
All this means we must remember that social media has become another customer service channel — and, given its nature and visibility, an especially critical and far-reaching one.
Poor handling is seen by our entire community and can go viral quickly.
Contact form
A classic. You’ll usually find it in the contact section of every eCommerce. Basically, it lets users leave their name, email and question. Sometimes it asks for more information or has drop-down fields to specify the type of query. You can also find it on product pages for questions or more information about that product.
Queries should ideally be answered within the first 24 hours. If we can’t respond within that time, we should provide some kind of feedback before the final answer.
It’s a fairly impersonal channel, but many users feel comfortable with it.
FAQs and blog
FAQs (Frequently Asked Questions) are a customer service concept with no two-way communication. They’re a directory of the most common questions and their answers, giving users direct access to them. We can do the same with the blog, creating posts that answer these kinds of queries.
If we receive a question through one of our usual channels, it’s very helpful to give the customer an initial explanation and refer them to these sections, where they’ll find all the details.
Both the blog and FAQs can greatly help and support the other service channels, saving a lot of time and even preventing queries altogether by resolving users’ concerns without them needing to contact customer service.
Other considerations for great service
At the start of this post we said the more customer service channels we offer users, the better. But keep in mind that each channel requires meeting certain minimum standards. Some important ones are:
Fast response:
- Some channels involve direct or live interaction, such as chat or phone.
- Others require an almost immediate response, or within a few minutes, such as WhatsApp or social media interactions.
- Finally, some channels allow a response time of up to 24 hours, such as the contact form — although the sooner we reply, the better.
Clearly defined service and response hours:
- It’s very important to have defined hours and/or a published response commitment for each channel.
- Customer service is a commitment to users that must be honored 100%.
The right, well-trained staff:
- Customer-focused and, ideally, with specific training.
- Familiar with, or a specialist in, the communication channel or channels used to talk to users.
- With good knowledge of our product/service.
- A positive attitude, eager to offer and find solutions to users’ requests.
Don’t open customer service channels you can’t dedicate the resources needed to satisfy users. Sometimes, less is more.
At Trilogi we always offer the best advice for your eCommerce. So don’t hesitate to contact us if you need help with your online store.
