How to Optimize E-commerce Customer Service and Support for More Conversions

But first, what’s the difference between customer service and customer support?

Defining eCommerce Customer Service

  • listen and respond to customers’ needs and concerns
  • Onboarding new customers
  • Following up with customers
  • Provide information about products and services
  • Collecting customer feedback
  • Take orders, determine charges, and oversee billing or payments
  • Review or make changes to customer accounts
  • Handle returns or complaints
  • Record details of customer contacts and actions are taken
  • Research answers or solutions as needed
  • Refer customers to supervisors, managers, or others who can help

Defining eCommerce Customer Support

  • Net promoter score
  • Customer satisfaction score
  • Customer effort score
  • Customer churn rate.

How to improve eCommerce Customer Service and Support?

Speed matters in customers service & support

  • Losing a good chunk of customers
  • Being publicly shamed by customers
  • Losing a lot of money.

Have a multichannel or omnichannel strategy

Offer a proactive approach

Add a Live Chat

  • 63% of consumers are more likely to return to a website that offers live chat
  • 73% of customers find live chat to be the most satisfying way of communicating with a business
  • 73% of customers were satisfied with their live chat experience compared to email (51%) and phone (44%).
  • 77% of customers won’t make a purchase if there’s no live chat support

Include customer self-service options

  • Highlight the most popular FAQs
  • Update your knowledge base section more regularly
  • Use videos, screenshots, and audio to walk customers through a solution
  • Include an easy-to-use search field
  • Optimize self-service for mobile users.

Offer a 24-hour phone support line

Personalize Customer Experiences

Connect and engage with mobile customers

Use customer service software

  • Improves accuracy and your agent’s knowledge
  • Integrate your existing communication channels into one software.
  • Keep all customer support information in one place.
  • Offers round-the-clock support
  • Prioritizes customer requests
  • Provide you with essential statistics about your product and company performance.
  • Improve your average response times and help you keep track of your customers and their tickets as well.
  1. Usability: How easy is the software to set up and use? Will your agents enjoy using it on a daily basis?
  2. Effectiveness: How well does the software address the problem it is supposed to solve? Does the software work well on its own, or it has to be supplemented by another tool?
  3. Value: For the amount you pay, is the software worth it? Will your customers and team benefit from the software?

Measuring customer satisfaction

  • Customer Satisfaction Score: this metric is used to rate the overall satisfaction with service(s) received by a customer.
  • Net Promoter Score: this metric is centered around this question — “ how likely are you to recommend the service?” The answer is given on a scale from 1 to 10.
  • Customer Effort Score: this is a metric that is used to understand how much effort a customer needs to exert to have their query answered.

Conclusion: Anticipate FUDs that users might have on your eCommerce site

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Growth Marketing Manager at Invesp.

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Simbar Dube

Simbar Dube

Growth Marketing Manager at Invesp.

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