Shopify flags the importance of customer satisfaction to brand loyalty, including the ability to reach customer services on their channel of choice. They predict that more shopfloor staff will be trained to deliver online customer service and work flexibly between physical and virtual channels.
‘Fifty-four percent of consumers we surveyed purchased from a specific brand in the last year because they could easily reach customer service on the channel of their choice. And since 58% of consumers purchased from a specific brand due to excellent past customer service,* retailers that invest more in their employees will win more customers.’
But the evolution of customer service doesn’t just require investment in staff. Businesses also need to invest in appropriate digital assets and technology to empower them.
For example, imagine a customer complaining that they’re unable to make a product to work. At the moment, they may turn to YouTube for a ‘how to’ video. This video may be unofficial, unbranded and poor quality, doing nothing to reduce their likelihood of returning the product.
Now, imagine instead, that your customer service advisers have immediate access to branded videos that you have created to demonstrate how to use commonly returned products.
The customer live chats with an advisor and the advisor offers to shares video content to help the customer. This may be live within the chat.
Or it could be emailed to the customer after the call. Now imagine that email also included other content to help the customer make the most of their purchase or discover related products. And what if you also included a £10 voucher for their inconvenience, to be spent next time they’re online or in-store…
This is just one example of how omnichannel experiences can improve customer service, support brand reputation and encourage repeat custom.
Takeaway for retail marketers
Retailers and manufacturers should consider investing in pre-recorded branded customer service content - to serve up via their website, in live chats, and in follow-ups with customers.
To ensure customer advisors can easily access this content, a suitable Digital Asset Management system is essential. A DAM makes content searchable and discoverable within two or three clicks, meaning customer service can resolve customer complaints lightning fast.
Furthermore, your DAM can be used to save and organise customer call recordings. Your service agents can tag recordings and save them to the DAM for future reference. Or perhaps they can be automatically tagged based on the use of keywords within the conversation…
These recordings can be very valuable. For example, to discover recurrent complaints or to defend against litigation. Sync this with PIM to attach useful data on defects and complaints to your product data.
DAM and PIM combined offer exciting opportunities for forward-looking, customer-focused retailers.