How to Deliver Outstanding Online Customer Service
Delivering outstanding online customer service
In the fast-paced online business world, your customer service can make or break your success.
When a whole 88% of customers believe that good customer service is the key to keep them coming back, it's a powerful tool in a fiercely competitive market. Our handy tips can help you master the good customer service skills that turn one-time shoppers into loyal repeat buyers.
What is online customer support?
Think of online customer support as your trusted digital assistant, equipped with a toolbox that includes email, live chat, social media, and self-service knowledge bases. It’s especially valuable for SMEs with limited resources, helping you to deliver top-notch customer service quickly and easily without blowing your budget.
The impact on your customer's buying journey can be huge. Almost 95% of consumers are more likely to buy again after good customer service, but over 60% would switch after one bad experience.
Getting it right is a must. On the plus side, it can also boost trust, reduce abandoned carts, and provide valuable pre and post-sales support. However, poor service can seriously damage your bottom line, customer base and reputation.
Tips for improving online customer service
So how do you deliver a good customer experience? Our 10 essential tips can help ensure your online customer service is at the top of its game.
Give customers different ways to contact you
Each customer has their favourite way of getting in touch, so roll out the red carpet of contact options.
As well as the usual suspects like email and phone support, think about offering live chat and always make sure someone’s keeping an eye on your social media for any questions or complaints. However, we all know how frustrating it is when we can’t find the contact information we want, so make sure your details are easy to find across all your customer-facing material.
Reply quickly
More and more people are communicating with businesses via social media like X (previously Twitter), Facebook and Instagram – especially younger customers – and half of those messages are about the care they’ve received.
With 65% of people across the three platforms expecting a reply, and around 50% wanting one within three hours, you need to stay on top of things. Online complaints on social media can escalate fast, so commit to replying to all enquiries within 24 hours, but ideally as soon as you possibly can.
Communicate clearly
Avoid jargon or technical language that could easily confuse, annoy and put off your customers. Be clear and transparent with a personal touch. Address customers by name, and keep your tone warm and conversational.
Go the extra mile
Excellent customer service skills go beyond just solving problems. Make your customers feel extra special by surprising them with discounts or exclusive perks. Given 75% of customers prefer companies that offer rewards, you could even consider a reward scheme.
Empower your customer service team
A third (33%) of customers hate being on hold, and just as many don’t like repeating themselves to different people. Give your support teams the power to make decisions and resolve issues without constant higher-level intervention for faster, effective service.
Create a knowledge base
Over 90% of consumers would use an online, tailored knowledge hub if it was available. By building a one-stop-shop where customers can find the most commonly looked-for resources like specs, instruction manuals, how-to videos or FAQs, you can save your customers – and your team – valuable time.
Encourage self-service
Over a third (35%) of customers want access to self-service options. Providing features like order tracking, account management, and online returns puts your customers in the driving seat and reduces pressure on your team.
Monitor regularly
Keep a close eye on your online customer support channels to ensure they’re performing at their best. Staying on top of potential issues can prevent minor hiccups from snowballing into major problems.
Train your teams
It’s not just about embedding good customer service skills. Make sure your teams know your products, services and policies inside out for accurate and consistent support.
Ask for feedback
Your customers know your service better than anyone. Surveys, interviews, and social media can provide invaluable feedback.
How customer service impacts business
Never underestimate the impact customer service can have on your customer’s buying journey, but what are the benefits and the pitfalls?
Reduced sales and revenue
Unhappy customers are less likely to return and may leave negative feedback, discouraging others from buying. In fact, 61% of customers have written a bad review after poor customer service.
Damaged brand reputation
Poor customer service can tarnish your reputation, making it harder to attract new customers and keep the ones you have.
Increased costs.
Customer churn, returns, and refunds cost time and money.
Reduced employee morale
Never forget who’s at the sharp end of poor service. Constant customer criticism will lower your teams’ morale and productivity, and drive them away to a more welcoming and less stressful working environment.
On the flip side, excellent customer service means:
Customer loyalty
Outstanding service builds trust, leading to customer loyalty that keeps people coming back for more. Almost 60% will stay with a brand that understands them.
Positive reviews
Word-of-mouth recommendations and online customer feedback can organically expand your reach, boosting web traffic and sales.
Keeping customers
It's 70% cheaper to keep existing customers than find new ones. Good customer service skills will help you hold onto your customer base. As a bonus, you’re also 13x more likely to sell to someone who already knows your business.
Minimising problems
The odd snag is inevitable in e-commerce. Fast and effective customer service can minimise the effect on your business.
Boosted brand reputation
Excellent customer service helps build a positive reputation that stands you apart from the competition in the crowded online marketplace.
Long-term growth
Focusing on customer service helps your business grow. Happy customers mean increased sales, expansion opportunities, and long-lasting success.
Good customer service skills are the cornerstone of a thriving business. By prioritising effective communication and problem-solving that gives that little bit extra, you can create a positive customer experience that builds loyalty, boosts your brand reputation and makes you stand out from the crowd.
For more help with providing excellent customer service, or any other part of your business, get 1-2-1 support from our team of V-Hub Digital Advisers.
