The 4 Essentials of Online Retail Customer Service
Retail is the key to every business in the market looking to make a profit, be it business to consumer or business to business.
As retail has evolved throughout the years so has the method used to deliver sales and customer service.
In 2021 we know that by 2023 at least 300 million shoppers will be doing their purchases online, adding to this the fact that the average consumer in the United States produces revenue of 1804 USD per year.
Additionally from 2016 to 2021, the number of online buyers has increased considerably, from 1.66 billion to an expected 2.14 billion.
With these numbers in mind, it is no wonder why businesses around the world are switching to eCommerce to turn an additional profit from their products and services.
But products and services require exceptional online retail customer service and below are four key factors that make up an exceptional experience that will produce returning customers on every sale.
How Do You Support Online Customers?
There are different methods to interact with online customers, be it through e-mail, live chat, or social media, in some instances customers may also contact the business through the phone.
From numbers provided by a study in 2015, it is notable that customers have a 42% higher preference on using live-chat to email, standing at 23%, or social media, which stands at 16%.
These methods allow for the customer to have different methods of interaction with the business that will have the same answer in the shortest amount of time possible.
Online retail customer service, number-wise, continues to rise in the global market as the key player for providing the customer with the right answer in the fastest possible time.
This interaction also helps with saving the sale as well as providing additional products or services which may be of interest to the customer.
Create An Exceptional Customer Experience
Customers expect to have the right answer to their questions, a quick turnaround, and an interaction that makes them a returning customer.
Achieving exceptional customer experience opens the door for the business to create a loyal customer base, expanding the brand of the business and culture.
With the increase in smart devices and faster internet, it is no wonder why clients keep looking at online solutions to have their needs met, both for purchasing and support.
Additionally, online retail customer service shines in this area by the percentage of positive interactions found in this area.
Numbers show that there is a higher satisfaction rate, online chat standing at 73% while email stands at 61%, from every action performed.
A study performed by PwC also shows that out of 15000 customers 1 out of 3 will abandon the brand from one bad experience, 92% will completely abandon the company after two or three negative interactions.
It is no wonder why businesses invest more in customer service as the key factor of increasing and retaining brand loyalty.
Omnichannel Support
While businesses continue to grow and offer additional options for customers to get the answers, there are different ways to achieve this.
Online retail customer service can provide two methods to achieve the same goal, multichannel support, and omnichannel support.
The most common way for interaction is through multichannel support, providing different methods of interaction for the client as they prefer.
The second method is omnichannel support, a process that allows the customer to have a seamless experience regardless of the channel they have chosen for their needs.
One of the key factors that make omnichannel a better option over multichannel support is the mitigation of frustration customers feel when having to repeat their questions and needs.
Number speak for themselves, 89% of customers will have their experience tarnished by having to repeat the same process over with a new representative.
Make Every Customer Contact Experience Unique
Another important factor for every interaction is making these tailored to every customer.
This can be achieved through different methods and tools that the business can obtain which will help increase satisfaction at every turn.
Some of the most common factors that will produce an exceptional customer experience are:
- An omnichannel support platform, making escalations or additional interactions faster and easier
- Continuous training for all online customer service representative
- Multilingual support for the regions in which the business interacts
- Support for customers with limited hearing or seeing
As a final number for consideration, a study in 2017 undertaken to understand this need revealed that at least two-thirds of businesses surveyed compete solely on customer experience.
With these key factors and numbers, are you looking to expand your business into providing the best online retail customer experience?
[1] https://optinmonster.com/online-shopping-statistics/
[2] https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/
[3] https://www.icmi.com/resources/2015/the-stats-behind-chat-its-popular-and-growing
[4] https://www.icmi.com/resources/2015/the-stats-behind-chat-its-popular-and-growing
[5] https://www.pwc.com/future-of-cx
[6] https://www.superoffice.com/blog/omni-channel-customer-service/
[7] https://www.gartner.com/en/marketing/insights/articles/key-findings-from-the-gartner-customer-experience-survey
