How Retailers Can Improve Customer Service By Embracing Digital Transformation
During these recent times of closed stores and increased online shopping, your customers are becoming increasingly comfortable buying all their goods online and will most likely continue to do so even after physical stores begin to open back up.
E-commerce is at an all-time high and companies, especially retailers, are having a difficult time keeping up with their customer service demands. Attempting to maintain traditional means of customer service in the world of retail has only led to frustrated customers and overwhelmed employees. In Mark Finch’s article “Why Retailers Cannot Delay Digital Transformation”, the VP Sales EMEA at goMoxie explains why retailers should reevaluate the way their customers interact with their business so that customer service isn’t the first place they’re tempted to go to get help.
Of course, retailers around the globe feel the pain of their customers but are focusing on traditional channels to solve a new problem. Updating their FAQ’s or placing a banner on their homepage with messages of delays is a passive strategy. Retailers need a new way of interacting with their customers that doesn’t leave both sides feeling tired and defeated. The solution becomes clear when a company can implement self-serving functionalities that can determine what a customer needs by journey step. And that means taking a more proactive and self-service approach. Without self-serving functionalities, many customers are impatiently waiting for answers and help that they could find on their own.
Utilizing digital tools with self-serving functionalities means companies can proactively guide customers who are in different journey steps, in different ways, to minimize the amount of customer service calls made each day. In other words, you can help your customers help themselves before they reach out to your overburdened support team. Those who can self-serve leave with a positive perception of your company’s ability to support them in unusual circumstances—and will continue to view you more positively in the long-term.
When you help customers meet their needs on their own, from product selection to post-sale support, companies can increase customer satisfaction and sales, while reducing the demand on their customer service employees. After all, in changing times like these, one thing is certain, customers will remember how you supported them, and they will act accordingly.