What Retailers Can Fix Right Now
Your customers need timely and accurate information from you now more than ever. They are concerned about their own health and well-being as well as that of their communities. During this time especially, customers should not have to struggle to find information on product or service changes due to COVID-19.
Many retailers are failing to deliver this information. Why? Because it’s harder than it looks. Typically, IT needs to get involved and internal processes can be cumbersome. And although contact centers, which bear the brunt of customer questions, may be apprised of information needing to be published to customers, these centers typically do not have direct lines to the businesses that make website decisions.
Yesterday, Forrester analyst Sucharita Koldia tweeted this call to action for retailers everywhere.
Retailers, I know you had to hastily close stores, but you MUST update your FAQs pronto for questions like "what happens to store returns now?" or "can you schedule a return pickup?" and whatever other random q's your contact center is getting.— Sucharita Kodali (@smulpuru) March 18, 2020
Specific Information Customers Need
- Delays in returns and refunds
- Rerouting deliveries
- Shipping delays
- Extension on return polices
- Status of in-store order pick ups
- How to cancel orders
- Out-of-stock notifications being removed
- Store closure information
- Requests to use in-store coupons online
- Package safety and protocol
Digital Guidance allows you to provide consumers with useful information quickly, easily and inexpensively
Digital guidance technology can be used to provide critical alerts and notifications where needed in the customer journey. Big banners across the top of sites, requiring too much effort to dig through to get sought information, may be lost on consumers. Instead, we recommend that information be presented to customers in snackable bites that are relevant to what they are looking for.
eCommerce companies need to know what their top contact reasons are by journey step, so they can proactively guide customers who are in those journey steps to get help en masse. Saving valuable time and reducing unnecessary anxiety benefit the customer; likewise, the business benefits by reducing contact volume to already stressed contact centers.