The lost art of Online Customer Service
Online customer service is simply the internet based equivalent of the traditional customer service which takes place face to face or on the phone. The direction of traffic to online channels by enterprises as well as the immense growth in eCommerce has increased the load on online customer services. These days, customers are judging an enterprise’s efficacy in its online customer service primarily on three parameters:
i. The ease with which they get through their experience on the website
ii. The extent to which the site was able to satisfy their queries
iii. The ability of the site to provide the expected experience.
Customers now have far more choices than before and with that expansion comes the ability to switch from one provider to another on a whim. Bizrate.com, a rating site estimates that about 55% of shoppers simply abandon their shopping cart without entering into the actual purchasing process. Those that abandoned their purchase at the point of sale are estimated to be 32% and the major reason for these actions by customers is attributed to poor customer service. What amounts to poor customer service online includes inability to locate the product or information they are looking for or difficulty in getting round the purchase process. Sadly, when customers leave, they generally inform other people and if the old business saying is anything to go by, then the irate customer would tell about ten people. Unfortunately, the internet provides the forum for customers to leave comments and the number of people who will get to read the negative comments is simply best avoided.
There are however, some simple actions that can be taken in order to get a positive result from your online customer service.
i. Sales Process Automation: There are now a lot of automation software that operate both onsite and as installed programs. They send out mails as scheduled and these could be used to order confirmations as well as other notifications. Announcements of any promotions could also be done through this means.
ii. Ease of Contact: Apart from providing a reassurance to the customers about your authenticity, provision of contact information also makes it possible for customers to contact you easily. The contact information should be placed in a very noticeable position on your site so that the customers cannot miss it. Relevant information regarding who to contact for specific information or complaints will also serve to facilitate this contact with between the customer and the company.
iii. Email Segmentation and Personalization: The Click-Through Rates for personalized emails are almost double those of the non-personalized types but then only a mere 4% of marketers bother to personalize their email messages according to online research firm, Jupiter Research. It is therefore important that enterprises gather data regarding their customers to help them interact with them in a personalized manner.
iv. Provide a Frequently Asked Questions (FAQs) Page: This should provide comprehensive answers to the kind of questions that people ask the most. This reduces the amount of queries that would have been directed to the customer service and saves valuable time. According to a study conducted by a research firm, Perolus Group, 42% of retail websites typically take as long as four to five days to respond to customers’ queries.