Creating a positive experience via great customer service impacts how your audience perceives your business. It not only impacts your existing customers but influences your prospective customers as well.
Many consumers do brand research and read online reviews before committing to a business. Negative comments from dissatisfied customers could drive potential customers to your competition.Therefore, an exceptional customer experience should be a top priority for e-commerce businesses.
Here are some practical tips to help optimize your customer service using the limited touchpoints available in a digital ecosystem.
1. Invest in the Right Tools
One of the biggest customer experience challenges e-commerce brands face is a lack of personal interaction with the customer. As a customer can’t come into a store to discuss an issue or try on an outfit, there’s an increased likelihood of customer dissatisfaction.
Investing in the right tools can help minimize negative interactions and reduce friction in the sales process. Here are some must-have tools to enhance communication with customers.
1.1 Automated Chatbots
Many consumers would answer negatively when asked about robotic process automation in the sales process. However, they can’t deny the convenience of chatbots when looking for simple information about an online offering.
Programming automated chatbots enhance the customer experience in several ways. The main benefit is that someone can quickly collect information from the website without having to scour through the navigation menu to find it. Furthermore, they can continue to go about their life while waiting for a response rather than waiting on hold.
Having automated chatbots for quick, repetitive inquiries also keeps customer service lines free, reducing response times and time spent on hold. As such, automated chatbots benefit those who use them and those who contact the business through other channels.
1.2 Omnichannel Access and Centralization
Accessibility is everything in e-commerce. As the customer can’t call a local store or stop in on their way home from work, having different channels through which to contact the business is a must. Some customers will feel more comfortable communicating through email, while others prefer speaking to someone on the phone.
Incorporating digital customer experience software allows omnichannel access and is essential for an improved customer experience, but that’s not all. Data centralization is also a key consideration when taking this approach. An agent or representative should be able to quickly pull up customer information, whether they’ve called, emailed, or used social media as their point of contact.
Having channels that speak to one another and share data can minimize time spent on hold and improve the time to resolution.
1.3 Voice Analysis Software
Voice analysis software is an AI-driven technology that helps customer service agents control a conversation. This tool analyzes tones in real-time to offer valuable insights and suggestions.
Voice analysis software reads both the agent and the customer and offers suggestions for improvement. An agent can use this real-time feedback to direct the conversation toward a resolution that leaves the customer satisfied. This tool also helps with employee engagement. If the voice analysis software picks up on a negative tone from employees, it can notify them that it might be time for a break after this call.
We no longer live in a society where the customer is always right. Taking care of employees and ensuring they have time for a reset after a difficult customer can protect their mental health and wellbeing, minimize turnover, and create a consistent customer-centric experience.