Chances are, there are hundreds – if not thousands – of other businesses trying to accomplish the exact same feats you are. Going beyond products and services, one of the biggest things that makes businesses stand out in an overcrowded online marketplace is superior customer service.
E-commerce sites can make things exceptionally convenient for the consumer. However, the task of providing quality customer service can sometimes become lost in the shuffle. Let’s explore some of the “hows” and “how to”s of making your customer experience memorable in the vast world of e-commerce.
Make Brand Loyalty the Primary Objective
The “How To”
We live in world where competitors are just a click away. Keeping this in mind, the concept of providing customer care with the intention of creating brand loyalty should be the foundation of your efforts.
To provide meaningful support, consider using tools such as Desk to create and manage customer profiles so you can properly assess needs and concerns. With this insight, you can serve customers quicker and more effectively while creating a beneficial experience for both parties.
Zappos is renowned for making customer retention their top priority. Their philosophy is to invest more money in customer service instead of paid advertising. They understand their customer’s concerns to a tee and encourage them to reach out to their “loyalty team” 24/7 by email, phone, or online chat. As a result, they manage to generate 75% of their daily sales from repeat customers.
“Customer service shouldn’t just be a department, it should be the entire company.”
– Tony Hsieh, CEO of Zappos.
The “How To”
When making a name for your brand, it is very important that your customer service is extremely responsive across the board. This applies to platforms like social media, email, phone support, helpdesk, and live chat. A great way to make sure nothing slips through the cracks is by supplementing your customer service strategy with project management tools.
For instance, WorkZone is a project collaboration platform that can help organize specific tasks to ensure they are properly delegated among reps. Integrated with your ticketing system or CRM, it will make sure each customer is directed to the right person to answer their questions.
Take an industry that is in the middle of a transition from physical to online retail: Firmoo has been making waves in the eyeglasses industry with their amazingly fast and knowledgeable customer service crew. With great reviews on Trustpilot and ResellerRatings, the general consensus is that they provide customer service in a way that the consumer feels as if they are the only client that company has.
In addition, they are very transparent with their blogger network and offer deals and incentives for honest reviews. With a trustworthy customer service model like this, it’s easy to see why they are making a good name for themselves.
Use Social Media to Your Advantage
The “How To”
According to Statista, there are nearly 2 billion social media users worldwide. With a number this large, incorporating social media into your e-commerce and customer service strategy is a must. The most beneficial part of doing so is simply existing in an area with a great deal of traffic.
The truth of the matter is that customer expectations are skyrocketing as e-commerce becomes a bigger part of everyone’s lives. Therefore, you need a social listening to learn about the concerns of your target audience and communicate on the platforms they hang out on. Social media monitoring and analytics suite Brandwatch lets you gather feedback and uncover trends impacting your industry and products. Staying tuned in on the conversation will help you stay ahead of your competition with the right tactics at the right times.
A huge appeal of social media stems from the fact that it gives brands a chance to humanize their message. There are many brands out there that are using social media to completely revolutionize their brand’s reputation and leave lasting impressions on customers. JetBlue is a prime example of how to correctly use social media to quickly solve problems with a personal touch.
The above conversation clearly shows that JetBlue is willing to give their social platform as much importance as say, their flight booking office. In the eyes of your customers, the distinction has already blurred.
At the end of the day, it’s important to know that in general, customers want the same things. They want their expectations to be met in a timely fashion with as few roadblocks as possible.
In the overpopulated world of e-commerce, it is critical for brands to use their customer service platforms to stand out. Critically examining feedback and keeping your ears open for insights in your industry are great ways to start sharpening your customer experience.
Do share with me any great experiences you’ve had with brands in the comments.
This post is part of our contributor series. It is written and published independently of TNW.
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