The loyalty of customers is influenced by many factors, from the ease of navigating the e-store, through the quality and price of the offered products, to the proposed loyalty programs. However, it is customer service that turns out to be the key factor in building brand loyalty. Here are 4 Ways to Get Customer Loyalty in E-Commerce.
According to Metrics, as many as 71 percent. of customers severed their relationship with the company due to poor quality of service. That is why it is so important to skillfully manage customer relationships – especially in the e-commerce industry, where personal contact with the seller is usually difficult.
Ways to improve the quality of service that will affect customer loyalty focus on its speed, availability
and efficiency. What solutions should be introduced?
4 Ways to Get Customer Loyalty in E-Commerce
1. Enable Self-Service
Self-service is a collection of customer support tools in the space of a website that allow you to solve a problem without the need to interact with a consultant. These are solutions such as: FAQs, knowledge bases, instructional videos
and discussion forums for communities organized around products or services.
Why does the possibility of using self-service increase the quality of service and increase the number of loyal customers in the long term? Because the speed of service has the greatest impact on the customer experience in e ‑ commerce. As much as 47 percent. customers consider it important, and another 47 percent. critical for creating a positive online shopping experience (Cloud IQ).
And no consultant will be able to answer customer questions as quickly as a well-crafted FAQ.
What to do to make self-service respond to customer needs? It should be organized around the most searched and displayed topics. Preferably highly visual – using photos, video and screenshots, and optimized for mobile users.
2. Write to Facebook Messenger and Create Chatbots
Be where the customers are – this principle applies not only to sales points, but also to service channels. According to Statista.com, in January 2021 the number of active Facebook Messenger users amounted to 1.3 billion. According to forecasts, by 2023 the Facebook messenger will have the most users among all currently available on the market, and their number will amount to as much as 2.1 billion. Big and conscious brands cannot ignore this scale.
Users have high demands on response time. Therefore, depending on the number of requests received by private messages, it is worth considering implementing a solution that automates communication with the client – a chatbot. The option, is becoming more and more popular and expected by customers, mainly due to the growing number of mobile device users and 24/7 availability.
A good chatbot uses a set of closed questions and answers – those that are most often asked in customer service experience. Moreover, it cannot be “impersonal.” It should communicate in a language that will be consistent with the brand’s strategy and personality.
3. Support Chat and Video Chat
Chat is no longer ” nice to have ” and has become an equal channel of communication with the company, expected by customers. Among all the contact options, chat has the highest satisfaction rate. It amounts to as much as 73 percent, compared with 61 percent. for e-mail and 44 percent. for telephone (Econsultancy). No wonder that as much as 53 percent. of consumers prefer communication via chat rather than telephone (Harris Research).
Just like a telephone, a chat enables personal contact with an e-shop. However, it has a number of advantages that a telephone conversation lacks: it allows to avoid confrontation and conflict situations, enables multitasking and solving the problem “in the background” of other activities and using it in situations where a telephone conversation is not possible (e.g. in public transport, in a store etc.). This is what makes it popular.
Video chat has other options, which can significantly improve a positive customer experience – and therefore customer loyalty. It allows you to present the capabilities of the product (its functions, but also the appearance and proportions) with a very personal contact with the consultant.
4. Give High dDecision-Making to Customer Service
SQM Group reports that there is a 1: 1 correlation between First Call Resolution and C-SAT – when FCR increases by 1%, the level of customer satisfaction increases by the same amount. What’s more, with each subsequent contact, satisfaction drops by as much as 15%. This means that the speed of solving the problem significantly increases satisfaction, which affects the customer’s loyalty later.
Therefore, the contact center must provide consultants with the greatest possible decision-making, e.g. in matters of accepting payments, extending contracts and changing orders. Thanks to this, there is no need to refer the customer to another department or – even worse – ask him to call him back at a later date.