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.