For the first time, Spain has positioned itself on the list of world markets that offer the most attractiveness for the eCommerce, according to the report The 2015 Global Retail E-Commerce Index produced annually by the AT Kearney consultancy. A very positive scenario that indicates that the market e-commerce in Spain is booming.
To face this challenge and take advantage of the business opportunity offered by eCommerce, Sitel, a company specialized in customer relationship management services, has prepared a decalogue of advice aimed at those companies interested in successfully implementing a customer service to the client adapted to the requirements of the online world.
Decalogue to create a customer service in eCommerce
# 1 - Get to know the customer's profile better
It is important to monitor the comments that are made on the Internet and on social networks about your products or services, or about topics of interest - for your business. It allows to better know the tastes and needs of the clients and adapt the offer to the target.
# 2 - Define the most appropriate communication channels for the business
You do not have to be on all channels (phone, email, social networks, chats, etc.), simply for the fact of being. Although it is advisable to have a multi-channel service platform that complements and improves the usual service and support channels (telephone, email, etc.) with others, such as social networks or interactive chats. This allows the user to be accompanied throughout the purchase process and to resolve any questions online.
# 3 - Design a global and integrated communication strategy
Establish a uniform methodology, guidelines and a style of customer service that is repeated in all customer service channels and is part of a comprehensive strategy of the company.
# 4 - Provide quick answers
Listen, attend to their needs and offer them a response in the fastest, most timely and efficient way, complying with the highest standards of demand.
# 5 - Reply in the same contact channel
A very common error occurs when companies try to redirect the consumer to other more traditional channels, outside the Internet or social networks, such as the telephone, even when social networks have been the channel chosen by the client to interact with the firm. You have to think that customers could have made the traditional phone call if they wanted to, but they have chosen to communicate with the company through an online channel, so it is important to try to respond in an online channel (chat, social networks or email ).
# 6 - Use technology as an ally for differential customer service
The use of voice recognition technology, advanced IVR or other technologies, such as click to call, where the user can request help from the administrator of the online store to call him, are just some of the advantages offered by the technology and that improve the user experience.
# 7 - Correctly size customer service
One of the keys to a good contact center service is to forecast the volume of calls to be able to size equipment and resources and offer excellent customer service at all times, meeting defined objectives.
# 8 - Have a good human team
The role and added value that the employee contributes to achieve an excellent customer experience is essential in any sector, but even more so when it comes to customer service. Agents represent the voice of the customer, the voice of companies. For this reason, it is essential to have trained professionals with experience and communication skills who know how to show empathy and adequately attend to queries.
# 9 - Promote self-help
Use the latest technologies such as video tutorials or webinars. They allow the customer to easily and step-by-step explain recurring user doubts related, for example, to the handling or installation of certain products or the use of some services.
# 10 - Create a continuous improvement structure
Analyze and measure the results to improve the planning and dimensioning of the service and achieve the highest quality throughout the process and customer satisfaction.
Esmeralda Mingo, General Director of Sitel Spain, explains that "The objective of this decalogue is to help companies orient their customer service services to offer a differential shopping experience as part of a customer loyalty strategy and increase the sales opportunity".