E-commerce is just growing rapidly day by day. Customers today are able to make purchases from a wide selection of products and vendors. In fact, 50% of all e-commerce is currently running through Amazon alone. Customer service has never been more crucial for an e-commerce business to grow and retain its customers. So what helps your brand stand out from the rest?
Your company’s story and customer experience
Customers connect better with your brand when they know the background of why you started the business in the first place. Nothing is stronger than an honest storyline.
Aside from your story, your customer experience also plays a very important role in your business. When we talk about customer experience, we don’t just mean customer service or support. We’re talking about the actual all-encompassing experience that your customers go through every hour to make their purchases.
The customer experience can be broken down into:
- the quality and design of your products
- the operations and logistics to meet the needs of your customer
- your customer service
Research has shown that 79% of consumers would take their business to a competitor within a week due to poor customer service — and this competitor is too often Amazon.
Customer service can cost quite a bit, but it doesn’t always have to be the case. This article shares how you can transform your customer service center from a cost center into a revenue generator by following three steps.
1. Automate your customer support
The first step to reducing costs on customer service is to automate some aspects of your customer support with your help desk application. 25% of e-commerce customer service inquiries can be resolved within one message or interaction, so why not automate that part of it to provide instant resolutions?
Since 35% of inquiries are generally about order statuses, you can create an automated macro response within your help desk app. If you’re running a Shopify store, the help desk app should be able to include Shopify data points in your macro responses. Gorgias is a help desk app that allows you to set up autoresponders to tackle this.
That’s an immediate efficiency gain of 35% for your customer service center!
2. Expand into new communication channels
Aside from email support, you have other communication channels to use that helps you create an omnichannel approach to customer service, such as:
- on-site live chat
- social media
Though 75% of all customer service interactions are currently coming through email, this will definitely shrink in the coming years.
Live chat alone is taking 11.8% of those customer service interactions and it is growing at a very rapid pace.
What about social media? Well, Facebook Messenger takes about 6.8% of those interactions.
To help you increase your return on ad spend (ROAS) and increase sales, you should also be responding to social media comments almost immediately.
Are you responding to social media comments fast enough?
We’re not done yet. To further increase your conversion rates and help you generate more revenue, you should also consider:
- using a Messenger Bot to help you close sales
- automate SMS marketing to drive customers back to the checkout
- Engage with visitors to turn them into customers via an on-site chat widget
Live chat is proven to increase conversion rates from 3% to 20%! Be sure to use personalized questions depending on the product or category page the visitor is on. For example, if a visitor is at the shirts section of your online store, be sure to ask shirt-related questions instead of asking jeans-related questions. This will create higher engagement rates.
3. Monetize customer interactions
To tie in your revenue efforts with customer service, you should begin tracking how revenue is affected by your support agents.
Some metrics include:
- chat-to-sales conversion rates
- the number of sales generated by an agent through interactions
- the average order value generated by an agent
Tracking is just one part of it. To encourage more sales, you can also incentivize your support agents to close more sales for your business.
- Add performance-based bonuses to the current compensation packages of your agents. You want to make sure that they grow together with the growth of your company.
- Empower your team to respond to more tickets and chats in real-time with the right bonus systems and technology.
The future of revenue generation
Following these three steps will get you very much closer to generating more revenue with your customer service department. Where there are aspects that are falling behind and require more support, consider outsourcing customer service as a viable option to help reduce overheads while scaling your e-commerce business at the same time.
Soon enough, your customer service will be bringing in the profits you’re looking for.