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Why eCommerce Customer Service is the Difference Your Brand Needs - PATLive - Blog

Why eCommerce Customer Service is the Difference Your Brand Needs

Quality customer service is crucial in every industry. However, compared to a brick and mortar retail store, eCommerce customer service is significantly different. 

The lack of physical interaction before a purchase can lead to more uncertainty before committing to the purchase. Combine this with unhappy customers taking to social media to vent their frustrations, and that your eCommerce store is open 24/7, and you can see how eCommerce customer service can be tricky. But luckily, it’s not difficult to turn a curious browser or unhappy customer into a returning patron using a few tried and true best practices.

Why Customer Service is So Important

96% of people say customer service is important when it comes to their loyalty to a brand. When buying from an online store you’re never bought from before, there’s one thing missing — trust. 

That lack of trust comes from a fear of the unknown. Is this website trustworthy? Does this product actually look like this? And no matter how good the content on your eCommerce site is, untrusting customers will have questions they want answered before they commit to a purchase. Here’s why answering those questions and providing good customer service is so important to your brand:

An Engaged Customer is an Opportunity

A customer who has a question or concern before the purchase is a customer that’s engaged with your brand. To get a person to this point, you know that your marketing has worked, and they want to buy. 

Think about it for a second - a customer that’s asking you a question is in the consideration stage of the buying process.  They just need that little push in the right direction, and that little push comes in the form of answering an (often) simple question in a timely manner. 

An Unhappy Customer is an Opportunity

80 percent of people stop doing business with a company because of poor customer experience. On the flip side, an unhappy customer presents a problem that needs to be solved, and arguably, an opportunity to create a brand advocate. A customer that’s voicing their discontent is often just asking you to fix something they’re unhappy with - they’re literally asking you to make them happy.

What happens when you exceed the expectations of an unhappy customer? That’s when the power of quality customer service is most influential. By going above and beyond the expectations of an unhappy customer, you take their opinion from one extreme to the next. You’ve turned a bad situation into a good one, and this is the kind of thing people tell their friends about. 

It’s the First Personal Touchpoint Between You and Your Brand

In the world of eCommerce, the first physical touchpoint between brand and consumer is when the customer gets the packaging in the mail. Your online customers have no physical interaction with your brand before they purchase a product from you. 

Therefore, it’s important that you make the most of any personal interaction you have with a customer before the purchase. This is an opportunity to start building that trust and a rapport between your brand and an individual, even before the purchase has been made. 

A Satisfied Customer Means a Retained Customer

Only 18% of retailers focus their marketing efforts on retention. The truth is repeat buyers are not only easier to convert, but they’re more likely to have a higher average cart spend and lifetime value. 93% of customers are likely to make repeat purchases with companies who offer excellent customer service. So once your customer service methods have satisfied a customer once, why would you not ask them to return? 

With retention in mind, your customer service takes on a different role. Now, rather than taking care of a customer’s concerns so that they’re satisfied, your focus is to exceed their expectations so that they buy from you again without hesitation. Remember this as you design your customer service process!

How to Offer World-class Customer Service

Be There Around the Clock

One of the reasons that the eCommerce industry has shaken up the traditional retail world is because anyone can buy anything at any time of day. This, of course, is true for your store — but it should also be true for your customer service. You need to be able to support customers who want to buy at both midday and midnight - and every hour between.

Consider using a 24/7 answering service that has experience with businesses like yours and can answer frequently asked questions, or guide your callers through the ordering processAlternatively, implementing a chatbot tool on your site can be a great way to address simple inquiries with 24/7/365 coverage.

Offer True Omnichannel Customer Service

Do your customers prefer to interact with you on Facebook, where they first learn about your brand? Perhaps they’d like to chat with you about payment methods while they’re in the middle of the checkout process in your store. Maybe they’ve sent a delivery back to you to exchange sizes, but want to talk to you on the phone because the package has gone missing. 

Once customers and potential customers are engaging with you over multiple channels, it’s time to be wherever they are — social media, phone, email, and chat to name a few avenues. Make it as easy as possible for your audience to reach you.

Make Your Customer Service Proactive

A quality relationship is often the result of good customer service, and good customer service is based on problem-solving. So what if a customer could solve problems themselves before they arise?

To make it easier for your customers to self-serve, place a section on each product page that addresses the questions you’re most asked about each product. That way you can answer customers’ questions that they didn’t even know they had. Below, you can see the FAQ on Packhelp’s product page for their range of custom printed paper bags:

Personalize, Personalize, Personalize

When you’re trying to build trust and foster a relationship, talking like one human to another is essential. When you walk into a store to buy a new TV, the floor staff don’t greet you with ‘hello valued customer!’ So don’t start your emails like that, either. 

By using a person’s name in even the simplest transaction email, you make that communication much harder to ignore. Using a person’s name is a great way to tell your customers that they’ve been acknowledged as a human, rather than just another statistic or transaction. 

Utilizing geo-location targeting, making product recommendations and upselling are ways eCommerce brands are personalizing the user experience and getting consumers to spend 48% more on their sites. 

Test Your Purchasing and Fulfillment Processes

Why wait for your customers to reach out to you to tell you there’s a problem? Before launching a new product or website layout, test, test, and test again. Use a third-party to test your checkout process, and iron out any bugs before going live. 

Note if there are any processes that are a little more complex than others. If these processes can be optimized and made easier, do so. If they can’t be optimized (for example, going to an external site to complete payment), document the way the process should look, then put this information where the customer can easily find it. 


Publish Date: November 5, 2019 5:00 AM

2021 Buyers Guide Computer Telephony Integration

AMC Technology

DaVinci provides Computer Telephony Integration (CTI) to a library of pre-built applications + UXiPaaS (User Experience Integration Platform as a Service) built specifically for contact centers. As contact center needs evolve, organizations need to have access to extend or create new functionality, without waiting to be a part of a software roadmap. Get the benefits of CTI within your CRM like screen pop, click-to-dial, screen transfer, speed dial and more, but future-proof your contact center so you can expand and integrate how and when you want.

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.

ComSys S.A.

CLink for CRM and Call Center Integration
CLink by Comsys is a middleware that connects in real-time the CRM and the contact center applications. CLink enhances the CRM with interaction management capabilities from the contact center that allow agents to work more productively across all communication channels.
Comsys is a provider of οmnichannel customer engagement solutions that assist companies around the world in delivering unique customer experiences. For the last 15 years, Comsys designs and implements complex projects for clients from the outsourcing, financial services, telecommunications, and retail sectors. Comsys enjoys strategic partnerships with technology vendors like Cisco®, Aspect Software®, and Microsoft® for the delivery of innovative interaction management and contact center optimization solutions.

Consilium Software

Consilium UniAgent™
Today’s call centers need their agents to work more naturally, and respond better and faster. Here, we talk about the innovations Consilium has made with the latest desktop and mobile agent releases of the UniAgent™ CRM connector. From small enterprises to Fortune 500 companies and governments across 110 countries, UniAgent™ comes into action right at the moment of reckoning, making every contact center experience engaging and personalized, powered by simplified customer identification and anticipating customer needs.
UniAgent™ provides CRM integrations between all the Cisco contact center solutions (UCCX, PCCE, UCCE and HCS-CC) and over 20 CRMs, such as Salesforce, Microsoft Dynamics 365...
(read more)

IntraNext Systems

IntraNext Systems develops agent efficiency tools and data security software solutions for medium-to-large contact centers. Our Event Intelligence® Platform solutions include SmartCTI™, iGuard®, and SmartSIP™. SmartSIP is based on our patented SIP layer technology and provides a DTMF masking solution for VoIP environments.


CRM integration
We know how important it is for a business to obtain data from its customers and to manage them effectively, so we help small to large companies by integrating their CRM with the Virtual Switchboard.

This type of integration will simplify the work of your team and improve the management performance of the contact list and its information.


NovelVox CTI Connector
NextGen Cisco Finesse, Genesys & Avaya Embedded CTI Connectors for Salesforce, Microsoft Dynamics, ServiceNow, Zendesk & more.


What is PhoneIQ?
PhoneIQ is the modern cloud phone system and contact center platform built exclusively for companies on Salesforce. Our all-in-one cloud communications platform brings together power dialing, local presence, voicemail drop, Salesforce call routing, call recording and a complete PBX replacement that lives within your CRM. With support for desktop, mobile, and desk phones, PhoneIQ works seamlessly at the office or remote, logging all interactions in Salesforce and generating reports in real-time.

Best For
Companies using Salesforce and looking for a phone system, dialer, or contact center software that provides deep integration capabilities with their CRM and expert Salesforce support.

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS - a robust contact/ call center software that helps organizations provide a seamless customer experience across all channels in the customer service journey. All interactions from various channels come to a single unified queue on the InterDialog platform. With unified view agents get to see all historical interactions , enabling him to give a resolution quickly. InterDialog UCCS is a comprehensive Contact/Call Center Software with robust CTI, Unified Q ( ACD), Reporting, Unified Agent Management, Administrator, Supervisor - Monitoring (Pmonitor)

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