Christmas Season 2020: Reduce Customer Service Requests
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, it also creates a more competitive situation. This makes it even more important to retain customers over the long term and turn one-time shoppers into long-term brand ambassadors. In addition to well-rehearsed 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 contributes significantly to how you perceive your customers and whether they decide to buy from you again. According to a study by Microsoft 96% of consumers say that customer service is an important criterion for whether or not they are loyal to a shop. To keep customers coming back after the peak season, retailers need to offer them 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 months of the year can put a huge strain on customer service staff. If you support your customer service, they can provide superior service to your shoppers even with increased sales volume. This way, not only will this year's Black Friday and the upcoming Christmas shopping season be a success, but you will be able to retain customers in the long term.
Strengthen your Customer Service Team
E-mail customer service or classic telephone hotlines have seen an increased volume of customer enquiries in the last months of the year. A consistent digitalisation of communication channels in combination 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 unburden your customer service?
To reduce customer queries during peak season, answer your customers' questions before they ask them. Here you can take a step towards your customers by making all relevant information easily accessible to them, from ordering to shipping to returns.
With the help of post-sales communication you can send tailored, informative and brand-specific messages to keep your customers informed. The first step to success is to reflect on the entire current sales journey. Along this, you can identify touchpoints where you need to communicate with your customers. In doing so, you can make data-driven decisions and initial prioritisations. In which phase of the customer journey do you receive the most enquiries? What do the enquiries 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 minimises enquiries.
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 enquiries.
Track & Trace Page
Sending customers a confirmation once they've completed their order is common practice. But are you already using the full potential of this communication channel? An order confirmation can do more than just provide information about what the customer has ordered and when the goods are expected to reach them. You can also use this contact point to provide far-reaching information.
A proven tool for this is the track-and-trace page. Online retailers can embed it as a custom landing page in their shop. There, customers receive immediate 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 shop as a fully branded white-label solution. Individual customer data is used to deliver a highly personalised and relevant customer experience. On-page personalisation additionally creates the opportunity for upsells. Localisation and multilingualism as well as the integration of Google Maps make the track-and-trace site versatile in use and particularly relevant 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 to clarify open questions disappears. Online retailers can thus give their customers a feeling of self-determination, create additional, monetisable touch points and at the same time relieve customer service.
Using technology for the best service experience
You want to reduce customer service calls? With the help of new technologies, you can significantly change the communication behaviour between you and your customers. If you choose to communicate proactively with your customers and provide them with the information they really need, automatically and at any time, your customer service enquiries 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 will be associated with your company. It will contribute significantly to their customer experience and turn them into lasting customers and brand ambassadors.
Would you like to learn more? Then don't hesitate and get in touch with us!