Friday April 1st, 2016 - #customer service #ecommerce

Which tools are to be favored?

The answer is simple: everyone or paradoxically no one! It depends on the company’s management ability: users who contact customer care claim answers. Activating all services and not being able to manage them in a professional way can be a counter-productive factor if not harmful. The most common example is live chat: users complain if they do not get an immediate answer and they get annoyed if the telephone contact forces him to wait for too long. This can bring a negative impact on the company. We all know that the compulsion to buy is a fickle and immediate process. Customers prefer a way rather than another according to their urgency or behavioural attitude. In order not to disperse any concerned person is better preferring different tools working together.
  • Who doubts on sizes or return rules, on the outcome of a transaction or want better to understand the tracking of her/his own shipment will prefer a telephone contact, to reassure themselves;
  • those with doubts about daily promotion will prefer live-chat;
  • who is searching for a store will use the contact form and so on.
Multilingual ecommerce then have to answer in the same language idiom or at least in the most widely spoken languages ​​(Italian, English, French, German, Spanish). The choice also refers to user-experience: unclear purchase paths or shortly comprehensive product descriptions require an efficient and well-organized customer service, which is useful also for little-known brands who need to build up a solid online reputation.

How does customer care contribute to ecommerce?

Briefly the main advantages are:
  • Brand awareness: a customer service at the height of the brand improves the image and reputation of the trade mark;
  • Communication: a professional customer service uses the same tone and language of the brand, contributing to the identity construction;
  • Loyalty: creating a direct contact with the user can reassure and ensure a proper purchase conclusion. A satisfied customer (in pre-sale step) will carry out the purchase, and will repeat it, if he/she has been assisted by a competent post-sales service.
  • Lead generation: a user feels safe to leave him/her sensitive data to an operator in charge of helping him/her to solve the problem. If the data will be well-channelled, they can create a database of potential well-profiled customers.
  • Up-selling / cross-selling: after solving all user requests, customer service can give further information about promotion or about related products, taking advantage from an impulse of buying.

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