Everyone talks about driving more traffic to eCommerce stores, but if you nail your customer service process (especially pre-sale service), you can 2-3x your stores conversion rate. This happens because visitors are taken care of, their questions are answered, and they’re able to smoothly do business with you.
But here’s the tough part… As the business owner or manager, you’re the only one that can do it as great as it needs to be done, right? That’s WRONG (it’s a rhetorical question).
If you map out your entire customer service flow, and give team members clear guidance on how to handle different situations (including the tough ones that you can’t anticipate), then you can delegate customer service and keep it strong.
Great customer service for eCommerce stores boils down to these 5 things:
When prospects are on your site, they’re going to have questions. You won’t be able to guess all of these questions, but you should know a lot of them in advance based on your experience in your business.
For example, if you sell unbranded after market chargers for golf carts, people are going to need to know how to choose the right charger for their specific model cart. This is a question that you could definitely anticipate if you were in this business.
What are potential questions your visitors would ask?
Once you’ve identified what questions to answer on your site, it’s important that you make these easily available to customers at the right time.
The key here is to make sure your FAQs are comprehensive, and that visitors can see them at the right time when the question pops into their head.
No matter how well your website is designed, or how great your FAQs are, nothing is a substitute for a real live human being to help visitors with their questions.
Live chat provides answers to visitors right away. Visitors can click a single button to be connected with your team thru a text chat box, ask their questions, and get an answer right away.
This is really low friction and low pressure for visitors, but really valuable since they’re getting real live human help (vs reading your FAQs).
You can configure your live chat system to invite visitors to chat based on what they’re doing on your website
By having someone available to answer questions, you’re able to make sure visitors are well taken care with answers to their specific questions.
If your team isn’t able to fully answer the visitors question on chat, you can create a ticket in your HelpDesk to collaborate with other employees to get an answer. Or if someone doesn’t chat at all and instead emails you, a ticket can be created.
Don’t let “ticketing” scare you into thinking this is some complex system. A solid HelpDesk is just a simple way for multiple employees to collaborate on customer service emails – that’s it. The below example is based on HelpScout, which we have no affiliation with at all but think is awesome = )
Here’s an example workflow that works well for most stores:
When someone chats with your team live on your website, ideally you should be able to get them an answer. But if you’re not able to, you can create a ticket in HelpScout. A ticket is also created if someone emails your directly instead of chatting on your website.
Team members can easily reply to the customer to answer their question, and the reply looks just like an email to the customer – no ticket #s, or firstname.lastname@example.org email addresses like old school ticketing systems.
Image source: helpscout.net/email-management-software/
The ticket has all the key info you need about the customer, including their contact information, their question and discussion with your team, internal notes between team members collaborating on the ticket, and even customer order history.
Depending on the content in the ticket, you can automatically route the ticket to specific team members. For example, if someone a ticket said the words “sue you”, then you could automatically route that to you as the Owner so you can jump on it ; ) But this works well for returns, order status, or other post-sale questions you want your customer service team to handle too.If your team needs to collaborate to figure out how to solve the customer’s question, they can write internal notes back and forth on the ticket that the customer won’t see – this keeps things really organized for your team.
Image source: helpscout.net/email-management-software/
Having a simple ticketing system in place for customer service is really important to make delegating customer service possible.
The key reason you think you can’t delegate customer service is because there’s knowledge and experience you have in your head that your team doesn’t have (yet).
You’re right that that can’t know everything you know – but you can help them understand what to do in 70-80% of customer service situations if you know how to structure your knowledge-base.
Here’s how to figure out exactly what you need to share with your team:
Then, build a system to share that magical knowledge:
Your team will use this to decide how to handle different questions. They’ll simple search the knowledge base, find the resources you created and relevant tickets, and use that as guidance to answer the questions for you.
This will definitely happen, and the answer is simple – tell them how to assign the ticket to you!
By having a simple “plan B” if they can’t find the answer, you can rely on your team for all the other questions and rest easy knowing that if they don’t know how to handle something there is a clear way for them to ask you for help.
This is where most business owners and managers get hung up and “can’t delegate this type of stuff”. If you have a way to escalate tickets, and focus on making the team’s resources better for future similar “tough questions”, then you’re able to delegate more and more as the weeks go by.
The system, process, and tools mentioned above are most important. Even a great customer service professional will fail if you don’t give them the right guidance on how to handle different situations in your business. And you’ll be forever frustrated and unable to delegate.
Here’s how to build out your customer service team:
Yes, this is a ton of information – but it is the “secret” to being able to effectively delegate customer service for your eCommerce store.
Here’s how we can help:
We consistently see our customer’s conversion rates 2x or more by getting this part of their business more dialed in. If you want help, let us know – we’d love to chat = )