how to guarantee visitor satisfaction – WAU
An e-commerce visitor expects more than just a good purchase. The experience must be complete and an important part of it is the service. It has more value every day, considering that the demands have increased in the digital age. To serve them, good practices are essential.
Buying over the internet is already a concrete reality, only having a flashy, functional and well-priced website is not enough.
The current consumer wants a complete experience. This makes e-commerce customer service a priority. Investing in this improvement is essential to build loyalty and attract more audiences.
Good practices, availability, service automation and extensive contact channels are some of the resources that make all the difference in the relationship with the consumer.
Anyway, it is also necessary to understand the different stages of service and the impact they have on customer satisfaction.
Next, learn more about this subject and see how to have good results in your business!
What is the real importance of good service?
The era of digital transformation has brought significant changes to society and, among them, it is also possible to point out new consumption habits and in the public’s relationship with brands.
The online store model is not so recent, but the new demands and expectations of the consumer are. Thus, it is essential to adapt to what these people seek and effective service is a very important part.
As much as a large part of the population already buys over the internet, a better experience is still lacking.
According to the latest E-Commerce Trends 2018, 31.3% of shoppers were satisfied with the experience, while only 8.9% rate the purchase as very satisfactory.
In a segment that earned R $ 166.2 billion in 2017 alone, these evaluation percentages are low.
It is not enough to deliver the product that the consumer wants. Throughout the purchase process, he has doubts, questions about what he is about to acquire, and also complaints.
Positioning an e-commerce on the Web today is not so simple. The brand must be ready to provide all the necessary support, and this happens before, during and after the purchase process.
Serving the consumer 4.0
The concept of consumer 4.0 is one of the most important to understand the relevance of good service in e-commerce.
Anyone who goes to a buy site expects to be involved in a complete experience, and this involves:
- good communication;
- an easy and pleasant digital environment;
- favorable payment and shipping conditions;
- breadth of information;
- fast, uncomplicated service and through several channels.
For those who manage e-commerce, providing efficient service is a must – of course, if the company intends to survive for a long time.
It is always important to remember that competition is constantly growing, as more and more online stores are open.
Thus, the company that is able to satisfy its customer in addition to the good product or service gains in competitiveness.
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What are the steps of customer service in e-commerce?
Customer service in e-commerce is divided into two stages: pre-sale and post-sale. Companies do not always understand this difference and why each of these steps is important.
If they are fulfilled properly, from consumer attraction to support after the conversion is completed, everything will be evaluated positively. Find out more below!
Pre-sales is a stage of customer service in e-commerce that is characterized by the purchase decision phase.
The consumer is researching some sites where he can purchase the product or service he wants and, then, it is natural that he has some doubts at this stage.
A company stands out when it is able to solve doubts and show the consumer that, there, he finds what he wants.
Therefore, it is essential that e-commerces provide resources for this prior contact, showing themselves to be helpful to resolve any doubts.
One of the most accurate and objective ways to do this is to make FAQs and online chats on your website.
Thus, without even being registered, this customer is already able to resolve any issue.
The customer experience does not end when the product is delivered or the service is provided. It is necessary to monitor the consumer after this period, since he may have doubts or even some problem.
On the part of the company, first, it is important stay available. For this, the service channels must be clearly exposed and made available on different platforms.
E-commerce also needs to show an interest in how the customer felt about the shopping experience.
It is the step of requesting evaluations and feedbacks of the whole process, trying to understand how it all happened. In addition to generating insights for improvements, this post-sale assessment shows that the company cares for the consumer beyond the sale itself. This creates loyalty!
How to be efficient in attendance?
Efficiency in e-commerce customer service depends directly on good practices and efficient resources, especially automated ones.
The process must be simple, practical, that really delivers what is sought and that does it all in a closer way. Robotic care is not viewed favorably.
Let’s go to the following practical tips!
Define good channels to be present
Being on a good number of channels is essential, however, even more important is to be present where your consumer, in fact, is!
He wants the convenience of being able to talk to his company through the means with which he is accustomed.
Providing only a telephone contact, for example, can be very uncomfortable, as well as being limited to email marketing.
First, it is important to offer a certain range of channels. Social networks, online chat, email and phone are some of the basics that make all the difference.
If you can be in all of these, great. Then your e-commerce will have the security of being present in any form of communication.
Understand your consumer behavior
Different segments bring different consumers, always very connected to what e-commerce sells. If your audience is made up of professionals who have little time available, it impacts the way you serve them.
Therefore, it is important to provide more practical solutions to the public, so that seeking assistance is not a very complicated task for them.
Understanding this consumer behavior is important and can be an important development of the definition of the persona.
It is a semi-formal profile that represents the consumer of the brand. Like this, you know in depth your desires, needs, the problems you face and your preferences. This will guide your way of answering.
Humanize your service
There is nothing more disappointing for the consumer than receiving standard messages, especially in comments from Facebook posts, for example.
This is an easy practice to understand: the demand for answers is high, and robotizing is a practical solution. However, the reflex this causes is very negative. Brand engagement with consumers is greatly reduced!
Humanizing service means adding greater doses of empathy to those moments. On the other hand, the consumer usually has a problem or a dissatisfaction.
When he realizes that the attendant really cares and is willing to help, he will automatically be more calm and satisfied. Humanization can change a company’s valuation and generate loyalty.
Have a complete FAQ
The FAQ is one of the simplest forms of assistance, thanks to its practicality and absence of a proactive stance on the part of the company.
It is a list of the most frequently asked questions that consumers tend to ask in their appointments. Thus, this list of responses is already made in advance and made available on the website, saving both parties time and efforts.
Consumers tend to look for the FAQ, since most of them are quite complete. For companies, keeping this list of ready responses up to date is a huge gain.
That reduces the demand for inquiries through the channels where you need to interact. As a result, e-commerce and consumers win.
How to make your consumer satisfied?
Want to make your consumer happy? There are some bases of work that go beyond traditional e-commerce customer service, such as offering good communication channels.
The way you make your services available has a great impact on satisfaction, so it is important to adapt your business. Here’s how to get good reviews!
Offer good shipping options
The customer who buys online is always looking for a shipping method that is efficient, fast and secure.
In addition, there is also the issue of prices, which need to be associated with cost-benefit bases.
So always offer several good shipping alternatives. This will leave the customer satisfied, as he will not be limited to just one expensive and fast option and another cheap and slow option.
Keep prices consistent across all sales channels
Operating in several channels demands consistent prices. If you have your website, but you also offer products in the marketplace, for example, these values should not vary.
The consumer does research and, if he detects these price fluctuations, he may not be satisfied. Make sure to maintain consistency and offer only more channels.
Provide a simple purchase process
Buying should be simple, especially over the internet. The consumer just wants to choose his product with the certainty that it is what he expects, put it in the cart and perform the checkout.
The company’s role in this process is to make this sequence as easy as possible. Knowing how to create an intuitive and well-functioning website is essential. It will automatically guide the consumer to the completion of the purchase.
Respond to customers quickly
Consumer 4.0 has a feature that deserves attention: sense of urgency. The internet has brought this anxiety to society, and this must be taken into account.
Therefore, if your company offers extensive service channels, you must answer them in a reasonable time. This maintains engagement with the customer, who is satisfied.
Customer service in e-commerce and good shopping experience will generate feedback. With it, the consumer will point out what pleased and what did not work.
It is the company’s role to evaluate what has been said and, if necessary, train your employees based on these assessments. Improvements are always needed, but feedbacks also indicate what is working.
Today, practicing good customer service in e-commerce requires extensive efforts, but it reflects how the consumer behaves in the digital age.
If a company wants to be successful acting online, following these good practices is a decisive part of the process.
Faced with so many demands, is your company ready to serve consumer 4.0? See now what are the 8 main reasons that lead to cart abandonment and tips to avoid them!