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We all know that keeping your customers happy is the key to building loyalty and winning repeat business. If your customers are not satisfied with their buying experience, it doesn’t matter how good your marketing is, how many leads you receive or how well your sales funnel converts new customers. – They will not return.
And you want them to come back. In e-commerce, between 20% and 50% of your transactions are generated by returning customers, and for most merchants, these transactions represent the lion’s share of revenue. In fact, the Pareto Principle predicts that only 20% of a brand’s customers will make up about 80% of its revenue; In other words, the most loyal customer segment generates the vast majority of your profits. In addition, returning customers cost nothing to acquire and take shorter conversion journeys, which means that their margin of purchase is higher. That’s why many retailers invest in loyalty incentives and VIP perks designed to increase return sales.
In e-commerce, there are a lot of great tools to help merchants delight customers and win return business. Loyalty programs, referral incentives, 3D product views, augmented reality, free shipping, and even carbon-neutral orders play a role in nurturing conversions and boosting brand awareness. But one of the most effective and unused ways to boost loyalty online is to provide excellent customer service.
According to HubSpot, 93% of customers are more likely to repurchase with companies that provide excellent customer service. That’s a lot! Modern help desk apps like Gorgias and Zendesk offer more sales-focused features to merchants than you might expect.
In fact, while you might imagine that customer service is primarily a tool for facilitating returns and exchanges, today’s platforms excel at closing transfers, raising AOV and collecting valuable customer data.
Related: 4 Simple Ways Your E-Brand Can Serve Better Customers in 2021
Here are five important ways that a smart customer service program can help you increase profits and loyalty online.
1. Guiding customers at critical stages in the purchasing journey
According to Shopify, every time a new customer comes back to your site to make a purchase, the likelihood that they will make a subsequent purchase increases. A first-time returning customer has a 45% chance of making a third purchase, a twice-returned customer has a 56% chance of making a fourth purchase and so on.
Merchants have an incredible incentive to maximize the number of customers that pass through the sales funnel beyond just the prospect of an immediate sale. One effective way to do this is to find out where a large percentage of the site’s users are stumbling and offer a helping hand.
You can use the Behavior Flow tab in Google Analytics (or equivalent in your favorite reports panel) to evaluate popular paths to buying from your store and isolate the steps where you see the most decreasing. From there, you can use your help desk app to set up text prompts that increase sales at these critical stages.
For example, if you find that a large number of potential customers are bouncing as soon as they reach your groups page, it may not be set up for optimal browsing. A simple phrase “Can I help you find something?” Addressed to the many users who might leave without making a purchase.
2. Resolve complaints before they become reviews
Social proof is one of the most powerful tools in sales because shoppers tend to trust neutral user opinions more than they trust marketing copy. For the same reason, negative reviews can kill conversions.
Your best defense against negative reviews and their corrosive effects is to offer your customers responsive and helpful customer service before they move on to the comments section. This sounds like a complicated psychological task, but all you really have to do is message consistently and appropriately: Include a comment card with your packaging that encourages dissatisfied customers to interact with the friendly customer service team. Add an introductory maneuver to the help desk icon on your homepage so that your customers register it every time they visit your website. Include a customer care module in your campaign emails and automation software.
By weaving your customer service program into your communications materials, you will create a private channel available where you can resolve complaints and improve customer satisfaction without exposing your business to bad word.
3. Help customers highlight related products quickly
Your customers won’t buy what they can’t find, and they won’t look for solutions they don’t know exist. A well-designed website serves as a roadmap that connects your customers to their desires, but if you have hundreds of SKUs or are selling a high-touch item like jewelry, some users are bound to get lost or ask for more information from you that can fit into the product description.
Setting up a customer service conversation is a great way to point lost site users in the right direction and answer real-time questions that might be getting in the way in their buying journey.
If you’re coming from the traditional world of retail, it may seem strange to reassign the responsibilities you associate with the sales team to customer service. But e-commerce is all about convenience and convenience, and helpdesks offer the richest and most immediate way for site users to reach a brand representative. The more you can enable your customer service team to act as an extension of sales, the more sales they will generate.
Related: 3 Ways to Surprise and Delight Your Ecommerce Customers
4. Create more sales opportunities
Intelligent personalization of user experience can increase revenue by up to 15%, which is why major e-commerce companies are investing heavily in technologies that create smart product recommendations and personalized landing pages.
But the customer service team can make the same recommendations for the smartest API and provide richer information for your customers to boot. In addition, they spend a lot of time helping warm strands. So, when you enable customer service to suggest logical pairings for your high-speed products or to demonstrate how customers can save money with a simple sign-up, you are actually creating a high-impact sales channel for potential customers who are already in their decision-making stage. Purchase trips.
If you’ve ever interacted with a post-purchase sale page, you have an idea of how powerful it can be to suggest packages, subscriptions, and product pairs to shoppers at the decision stage.
5. Build FAQs that generate sales
Brands spend a lot of money getting to know their customers: what they like, what they don’t like and how they like to shop. But with an integrated customer service solution, you can start collecting that data without spending another penny or resorting to gray area tactics.
Many modern help desks include a CRM, or customer relationship management platform, that records customer demographic information and records all customer interactions with a brand. This is incredibly useful information to be ready when a returning customer has a question, but it’s more valuable overall.
For example, a CRM can help you highlight the most common issues your customers have with your products and user experience. Instead of continuing to spend resources on addressing individual queries regarding these issues, you can address them definitively in your FAQ.
The FAQ will help more customers answer their pain point questions while freeing up the customer service team to focus on sales and handle more accurate orders. Creating powerful FAQs will be an SEO game that creates more organic sales over time. The more customer-related information you include in your FAQ, the more likely potential customers are to find your website through organic search. The more potential customers that land on your website via organic search, the higher your site’s ranking on Google. The higher your site’s rank on Google, the more potential customers will visit your website… You see where this is headed, right?
Two help desks we love
In P3 we most often recommend Gorgias and Zendesk. Gorgias is a modern help desk solution designed to help increase sales, and its app is priced to be friendly to small and medium sized merchants. Gorgias offers intuitive CRM management for agents, the ability to create automated scripts and trees, and very powerful integration for Shopify merchants.
Zendesk is the current company that many major companies feel comfortable using. As you’d expect from an incumbent, the Zendesk platform is powerful and highly customizable, giving merchants the ability to precisely tailor their customer service experience no matter what ecommerce platform they use. But the price reflects this extra flexibility.
Related Topics: How to Create an Ecommerce Navigation That Drives Sales
Ultimately, you will base your choice on your specific business requirements. The most important is how to take advantage of this option to take profits.