eCommerce Customer Service Expectations
Consumer expectations are shifting. In general, customers want more attention and expectations regarding customer service are not an exception to this trend. In fact, consumers are becoming less brand loyal, leaving for a competitor after a single negative experience. To put this trend into context, in 2014, 76% of consumers reported having ceased purchasing due to a bad experience while in 2016, that figure rose to 82%. Needless to say, it’s time to ramp up your customer service game!
In anticipation of the shifting expectations for customer service, here are three things consumers report they would like to see from brands’ support channels!
1. Fast and Easy Access
When customers were asked to pick which two things companies could improve upon in regards to customer service, 60% of respondents said they would like to see easier access to online support channels and 53% reported wanting faster agent response times. The takeaway: customers don’t want to go searching around a site to find help. Quick and easy access to support shows shoppers you want to assist if they are having trouble with your products. This attention leads to a huge increase in brand loyalty and customer retention.
2. Real-Time Conversations
Your customers want to talk with you. Real-time conversations started have increased at an extremely rapid rate. In 2014, 50 million online customer support conversations were started, in 2015, 150 million, and in 2016 nearly 400 million conversations were started. Utilizing a simple and engaging platform, like Olark or SwayChat, to communicate live with customers is a great way to help resolve any issue they may be having and is another way to create positive relationships.
3. An Understanding of How Your Product Works
Consumers want to know how things work. After a site’s homepage the “How It Works” or equivalent page is on average the second most viewed page on a website. If you are able to effectively explain to your customers how your product works, they will be more likely to purchase it.
By understanding the changing expectations for customer service, your company will be better prepared to react to and handle any issues your customers might come across with your product. If your brand is prepared to meet these elevated expectations, you will be rewarded with high customer retention rates and overall brand loyalty!