The Four Pillars Of Good Customer Service Strategy For Online Stores
It’s a great feeling to realize you aren’t a startup anymore but an honest-to-goodness happening e-commerce site. We salute you! The majority of online stores never get this far.
By now, you have all the essentials in place: A great brand. A strong team. Your product is rocking. Core processes are solid. You’ve got the right fulfilment partners and suppliers. Your team is savvy. And, finally, revenues are looking more predictable.
Now, the fun begins. It’s time to think about scaling. To do that, you need a strategy and to be certain all your customer service activities work together toward a more profitable website.
We’re going to help you build your strategy. A scalable strategy that fits your store and your needs. To do that, we start with “Four Pillars” —upon which that strategy will be built.
First things first: Before you answer the below questions, take a moment to think about them. The goal is to help you take a more objective look at the value customer service currently adds to your online store.
Acquisition: Is your current service strategy helping you get more customers? Are you sure? Can you measure it? Could it be better?
Retention: Is your current strategy not just keeping customers but also improving loyalty and customer lifetime value?
Efficiency: How much of your web store budget does customer service take? Do you use customer feedback to optimize or improve internal processes?
In other words, ask yourself what sort of role your customer service currently plays in your web store.
Take a look at the below image. The “leaking bucket” concept models a business as a bucket and customers as the water in the bucket. Therefore, a leaking bucket refers to a business that is losing customers and market share.
Is your store the bucket on the left? The one on the right? Or somewhere in-between?
As a small business owner, your ultimate responsibility is to help focus your customer service efforts on the things that will get the business results you (and perhaps your backers) are after. That’s what our pillars will help you with.
They are as follows:
Removing customer obstacles means reducing the amount of effort a customer has to put in throughout their full shopping experience. This will improve conversion rates and build loyalty.
Improving soft conversation skills & forward-resolution means helping your team build stronger emotional customer connections and head-off the next issue. This will stop churn, build loyalty, and reduce costs.
Gathering operational insights means using customer support conversations to help optimize internal processes, better manage your team, and make smarter operational choices. This helps improve profitability.
Gathering competitive insights means using customer support conversations to help identify more up-sell, cross-sell, and assortment opportunities to keep you one step ahead of the competition.