Understanding why slow, irresponsible customer service can frustrate customers and undermine a business’s efforts is not difficult, especially since it’s very likely that you’ve already gone through a situation where the company took longer than you’d expect to be served .

With that in mind, we can say that speed in customer service is one of the most determining factors in relation to the positive perception of the services provided and, of course, consumer satisfaction. Let’s talk a little more about response time, why it is important and how it influences your sales in the digital market.

To start offering the shortest response time immediately, be sure to install Websites Are Us for free on your page and discover in practice the importance of this metric.

Why is response time important?

It is true that we can quickly assume that slow service is really not beneficial for any business, but how much does response time really negatively impact your sales and chances of success?

A survey by Forrester – an American company that works offering solutions to improve customers’ shopping experience – points out that 73% of consumers say that having their own time valued is one of the biggest differentials that a company can offer to truly deliver a quality service.

The same material also points out that at least 53% of consumers tend to give up on a purchase when they cannot find quick answers to their questions.

If we put this data in parallel with the fact that the common doubts present during the customer’s journey are one of the biggest factors that lead to abandoned carts and missed opportunities on the checkout page, we can identify how to solve problems and provide answers before the customer leaving the page affects not only the chances of retention, but also influences your sales.

Another important factor is that the digital consumer is already used to researching different ecommerces, comparing prices and looking for the best condition. However, when they find a question about a product and ask the same question for different businesses, 78% of consumers will buy from the first company that answers their questions, often putting value in the background.

Response time and service channels

It is important to consider that the speed of customer service, as well as consumer expectations, are directly related to the channels available through your ecommerce. In a physical store, visitors can quickly find a representative and be served immediately, however, this is not the scenario for email, phone, social media and some other channels.

In fact, according to a survey of 1,000 companies conducted by Super Office, the average response time on social media is 10 hours and, in email, this time is up to 12 hours and 10 minutes. In addition, one of the main reasons that puts the phone in the last position in relation to customer satisfaction with the service offered is exactly the speed with which they are able to have their problems solved.

There are different resources that can be implemented to increase the speed of service in these channels, such as the automatic response tools for e-mail, CRM systems that do not let you miss any service request received or even a Callback tool that helps to completely eliminate dissatisfaction regarding waiting on the line for telephone assistance.

However, ecommerces that really want to transform their service into a competitive differential and provide a personalized and remarkable shopping experience for each customer can identify some solutions available to deal with the challenges of online service while guaranteeing the best response time between the service channels , as is the case with online chat.

Response Time and Service Channels

Online chat is the fastest channel

When talking about response time in the digital environment, we can’t help talking exclusively about how online chat can revolutionize the customer service landscape, providing an average response time of just two minutes and forty seconds.

This is due to some main characteristics of this channel compared to the others. Online chat is a direct means of communication between a visitor and your business, where they can quickly identify whether agents are available and “online” and, when asking a question, start a real-time service session with one of their operators .

In addition, unlike email or phone, the best chat tools have features designed exclusively to further speed up response times. Like for example:

  • Recorded quick responses: allowing the sending of entire sentences with just one command configured for your operators;
  • Message preview: this feature makes it possible to visualize what customers are typing before they even send the message, allowing their team to prepare a response immediately;
  • Transferring files and links: enabling instant sending and receiving so that your customers can receive quotes, links to product or solution pages, among others;

In fact, response time is the main reason that online chat reaches satisfaction rates of up to 73% of consumers, as indicated by 79% of respondents in the survey by Invesp – a North American company that offers a platform for optimization conversion rates.

Optimize your response time with Websites Are Us

As you could identify from the multiple surveys and statistics that show the importance of response time in customer service, as well as its influence on your chances of conversion and retention, in the current competitive ecommerces market it is no longer acceptable to keep your customers waiting for the service. So be sure to measure your own response time for your ecommerce.

In fact, using an omnichannel service platform is one of the best ways to optimize your processes, increase the efficiency of your team and guarantee a quick response time. For that, be sure to check out how Websites Are Us can help you. It is a complete solution for customer service, offering a unified platform with tools for online chat, e-mail, telephony, call back and also integrations with other messenger applications, such as Facebook Messenger and Viber.

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