For online retailers, the Christmas business is a crucial part of the overall annual result. But with the huge upturn the industry has experienced this year, a more competitive situation is also emerging. This makes it even more important to retain customers for the long term and turn one-time shoppers into long-term brand ambassadors. In addition to well-established logistics processes, which can prove their worth in this time of increased volumes, and sufficient availability of goods, there is another decisive factor. Customer service plays a significant role in how you perceive your customers and whether they decide to buy from you again. According to a study by Microsoft 96% of consumers state that customer service is an important criterion for whether or not they are loyal to a store. To keep customers coming back after the peak season, retailers must provide them with excellent service during this time. That's why it's even more important to think about the people who are in direct contact with the customer. The last few months of the year can put a tremendous strain on customer service staff. If you support your customer service, they can provide superior service to your shoppers even with increased sales volume. Not only will this year's Black Friday and the upcoming holiday shopping season be a success, but you'll be able to retain customers for the long term.
Strengthen Your Customer Service Team
E-mail customer service or classically via a telephone hotline record an increased volume of customer inquiries in the last months of the year. Consistent digitization of communication channels in conjunction with an omnichannel strategy can decisively relieve customer service staff. Meeting customers with outstanding service on multiple channels also has other advantages. According to an Adobe survey, companies that rely on omnichannel customer communications have seen an average 10% year-over-year growth, a 10% increase in average order value, and a 25% increase in close rates. But how exactly can you meet your customers where they are looking for information? What can your omnichannel strategy look like and how can it help you take the pressure off your customer service?
To reduce customer inquiries during peak season, answer your customers' questions before they ask them. This is where you can take a step toward your customers by making all relevant information easily accessible to them, from ordering to shipping to returns.
With the help of post-sales communications you can send tailored, informative and brand-specific messages to keep your customers in the loop. The first step to success is to reflect on the entire current sales journey. Along it, you can identify touchpoints where you need to communicate with your customers. In doing so, you can make data-driven decisions and initial prioritizations. In which phase of the customer journey do you receive the most inquiries? What do the inquiries relate to? Which topics are most addressed by your customers? Based on the answers to these questions, you can tailor a customer journey that not only satisfies your customers, but also minimizes inquiries.
Once your touchpoints are planned, consider how you can make your communications as relevant as possible. Including helpful information in every email will improve your engagement rate and reduce customer service inquiries.
Track & Trace Page
Sending a confirmation to the customer after the order is completed is common practice. But are you already using the full potential of this communication channel? An order confirmation can do more than simply provide information about what the customer has ordered and when the goods are expected to reach them. You can also use this touchpoint to provide far-reaching information.
A proven way to do this is the track-and-trace page. Online retailers can embed it as a custom landing page in their store. There, customers get instant, real-time details about their order. Customer experience and post-sales platforms offer track-and-trace pages that can be seamlessly integrated into the online store as a fully branded white-label solution. Individual customer data is used to deliver a highly personalized and relevant customer experience. On-page personalization additionally creates the opportunity for upsells. Localization and multilingualism, as well as Google Maps integration, make the track-and-trace site versatile in use and highly relevant, especially for internationally operating online retailers.
On the track-and-trace page, the customer himself can view all relevant information about his order. This gives him a feeling of control and self-sufficiency. At the same time, the need to contact customer service for clarification of open questions disappears. Online retailers can thus give their customers a sense of self-determination, create additional, monetizable touchpoints, and at the same time relieve the burden on customer service.
Using technology to deliver the best service experience
Want to reduce customer service calls? With the help of new technologies, you can significantly change the way you communicate with your customers. If you choose to proactively communicate with your customers and provide them with the information they really need, automatically and at any time, your customer service inquiries will decrease. Self-service landing pages or social media support reduce and channel questions on the customer side. Transparency and availability of information will always make your customers feel secure. The feeling of security is something you will associate with your company. It will contribute significantly to their customer experience and turn them into lasting customers and brand ambassadors.
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