4 customer service tips for a successful Christmas shopping season
Customer service is a hugely important part of any business, but for retailers it’s vital to get it right.
From offering Clearpay at checkout to providing great customer service, here are four top tips that will help your business be successful.
1. Offer as much personal customer service as possible
Consumer insights expert Martin Newman, stresses that customer service is hugely important. “One big mistake that online businesses make is that they think they can use tech instead of people,” he says. “Brands are turning off the ability to call contact centres as they face a rising demand, and in the U.K. 95% of brands treat customer service as a cost rather than a benefit”.
So, how can you make sure your business is doing more? Retailers should try to meet the demands of their customers by looking for creative ways to provide extra-personal service. Implement options such as video chat with a customer service representative or install tools that allow store staff to respond to customer queries in their down time. This brings the personal touch of an in-store shopping experience to the online environment.
2. Offer greater flexibility with Clearpay
Adding Clearpay as a payment method at checkout can help retailers provide better customer service and more flexibility. “Many Clearpay customers use the brand directory before shopping as they feel that they will get a better level of service if a retailer is associated with Clearpay,” explains Martin.
Offering more convenient and flexible payment methods also adds another level of customer service that is very much needed in the wake of COVID-19. “The ability to budget is a good thing for customers as not everyone has lots of money in the bank,” says Martin. “Clearpay gives consumers (especially younger ones) the ability to get access to cash to buy products when they need it and pay back over time. This is especially important at the moment as many people are losing their jobs and that has had an impact economically”.
3. Clearly set customer expectations
Many customers will be concerned about delays in the supply chain, so your customer service representatives need to be clear and transparent about the availability of products. “Tell people when products will come back in stock, those that you don’t have listed in the first place, or offer an alternative,” says Martin.
According to new research conducted by Google Cloud, searches for “in stock” items grew globally by over 70% in the week of the 28th of March to the 4th of April. As uncertainty prevails, customers are looking for real-time updates - especially when it comes to store openings and product availability.
Make sure that your customer service teams have up-to-date information about new stock deliveries so they can help to clearly set customer expectations, and also provide as much information as possible on product pages, banner copy and even social media platforms. Reminders about last-date delivery times for Christmas should also be made very clear and can also encourage a feeling of urgency.
“Look at what people are searching for to refine your inventory and then tailor your range and tighten your targeting”.
4. Use search returns to respond quickly to consumer demand
As more customers choose to shop online, retailers need to work harder to make the online experience as good as it can be. One way this can be improved is by looking at your website’s search returns to better understand your customers’ needs so their demands can be met quickly.
“A high percentage of retailers don’t deliver relevant search returns,” says Martin. “Look at what people are searching for to refine your inventory and then tailor your range and tighten your targeting”.
One way that retailers can better understand what consumers around the world are searching for is by using tools such as Google Trends and its Rising Retail Categories tool. These tools help retailers spot fast-rising retail categories, the locations where they’re growing, and the queries associated with them. Google Cloud states that these free tools can be deployed to increase understanding of the retail climate, enabling retailers to act quickly.
Find out how to make your customer service experience convenient this Christmas by booking a meeting with one of our Retailer Team Members today at [email protected]
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