However, the surge in e-commerce businesses has led to increasing competition; and, to stay competitive, companies must remain agile and focus on creating high-quality experiences for their customers by executing a high-degree of personalization, as well as offering fast and responsive customer service.
Here are five customer service trends to improve your customer experience and drive more conversions:
1. Engage Customers With Personalized Service
Personalization is important. In the 2018 E-Commerce Personalization Report published by IR Research, there is a reference to a case study wherein Vitamin Shoppe sent a test email with personalized product recommendations and saw a 271% increase in click-through rate as compared to the same message without personalized recommendations.
Every customer expects a business to understand their requirements and treat them like individuals, not numbers. Besides using analytics to understand consumer behavior, sharing relevant product recommendations and marketing messages, e-commerce businesses must also provide personalized customer service to boost engagement and increasing the chances of a sale.
For example, you can integrate your existing customer relationship management (CRM) software with your live chat platform to gather information about a visitor when they contact you for the first time. Once this information is stored, you can warmly welcome the potential customer the next time they reach you with a personalized greeting and engage with them proactively to boost sales. You can also help customers find what they need, while they are browsing your site, or share alternatives if a particular product is out of stock, to save their time and gently nudge them into purchasing on your website.
2. Provide Omnichannel support
Your customers don’t always want to call you for support. Modern users interact with a brand through multiple touch-points and expect seamless service across every channel. In short, you must give your customers the freedom to choose their preferred mode of communication to connect with a support agent – be it phone, email, live chat, or social media.
3. Offer Real-Time Assistance with Co-Browsing and Video Chat
Live chat is one of the most convenient ways to offer help to your customers when they need it the most. For example, with live chat buttons on every page, visitors can talk to a support agent in the middle of the purchase to clarify their doubts and make a purchase decision. Live chat tool can also be integrated with other features, such as cobrowsing, which is the closest you can offer to face-to-face service.
With cobrowsing, a sales representative can browse along with your customers and help them complete a purchase, fill out an order form in real-time or find relevant products on the website to save time and minimize the urge to comparison shop.
4. Enable 24/7 Customer Support
As mentioned above, the majority of your visitors expect to be able to access help within five minutes, irrespective of the time or day. This need for instant gratification is forcing organizations to remain accessible throughout the day by enabling 24/7 support, 7 days a week.
Of course, hiring customer service agents to work around the clock is not feasible for most organizations. However, the emergence of chatbots offers a viable solution to businesses that can activate 24-hours support by implementing an intelligent chatbot with machine learning capabilities.
5. Enable Self-Service for Customers
Research by Harvard Business Review indicates that more than 8 out of 10 customers prefer to take care of their problems themselves before reaching out to a live rep. In a world where everybody is hard-pressed for time, you can help your customers by enabling self-service tools that are efficient and save time for everyone. For example, you can create in-depth FAQ pages that guide users around common problems that they can solve on their own. You can also create communities around users where they can discuss their issues and use-cases to help each other out.
Customers demand speed, accuracy, and convenience from the brands they fall in love with. By following the five trends listed in this article, you can service your clients better and meet their growing expectations to boost conversions on your e-commerce site.
About the Author
Dhruv Mehta is a Digital Marketing Professional who works at Acquire and provides solutions in the digital era. In his free time, he loves to write on tech & marketing. He is a frequent contributor to Tweak Your Biz. Connect with him on Twitter or LinkedIn.