E-commerce customer care is nowadays, perhaps the most important aspect of an online shopping experience. Due to the Covid pandemic, e-commerce global adoption skyrocketed in 2020, pushing many people that never before had bought online, to place their first e-commerce orders. 

This, in turn, has created two separate - but deeply dependent on one another - e-commerce revolutions: the change in people's behavior patterns and the change in the average online customer expectations.  

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Today we want to explore this new era of E-commerce customer care with the help of our partners and friends from Salesupply, who recently presented an Ecommerce Customer Care Guide 2022 that compiles reports and research done by some of the key players in the e-commerce world. Let us dive into this quick Customer Care Playbook! 

Higher demand for c-commerce customer care

According to an eMarketer research, by 2025, retail e-commerce worldwide sales will total $7.385 trillion, making up a 24.5% share of all retail sales in the world. This shows a clear trend: e-commerce will continue to grow exponentially and it is, indeed, the evolution of traditional commerce. 

In that sense, the demand for human interaction will also grow on par. After all, commerce is an activity done between humans - at least so far - and that means that questions, doubts, and requests are all part of the deal. 

The mobile channels are the preferred choice

This is increased demand for e-commerce customer care is perfectly reflected in the Salesupply Customer Care Guide 2022 which presents a considerable increase in the need for contact. This need increased in all channels during the past year, and compared to 2020, the ticket volume increase per channel in 2021 was:

• +370% for Whatsapp
• +28% for SMS
• +24% for phone
• +20% for social media
• +17% for chats
• +10% for email

As we can see by quickly perusing these numbers, it is pretty clear that people prefer the most “mobile channels”. Whatsapp and SMS - channels used almost exclusively by smartphones - are the ones with the biggest increase. Being WhatsApp the king of the contact channels for e-commerce. 

Localized customer care

Another key component of the new e-commerce customer care scenario is the confirmation that the majority of customers prefer to be served in their native language. 

This is a key concept for any e-commerce that wishes to sell globally. So much so, that a recent report by Common Sense Advisory claims that over 40% will never buy from websites in other languages. The report is aptly named Can’t Read, Won’t Buy. 

Local-language support is then essential for sustainable cross-border e-commerce success, as it creates stickier customer relationships. Three out of four international online shoppers say that they’re more likely to purchase from the same seller again if customer care is in their mother language. 

The Can’t Read, Won’t Buy report also showcases the following data: 

• 65% prefer content in their native language.
• 73% want reviews of products in their language.
• 65% prefer content in their language — even if it’s of poor quality.

Obviously, this points toward the present - and future - need of any e-commerce that wishes to be successful on cross-border, to develop a customer care team that is native for the market in which it operates. Something that can be done in-house, with a considerable amount of resources - both economic and human - or could be outsourced to professional companies that are already providing this kind of support in multiple languages and for multiple markets, like Salesupply. 

Self-service solutions?

Another interesting trend is the fact that people are pushing toward “self-service solutions”. This means that every day more and more people search for tutorials, FAQs, chatbots, and voice bots that could guide them to directly and immediately fix any kind of issue or doubt with the product they bought. 

Salesuply Customer Care Guide 2022 shows that 41% of all customers who have a problem or question are choosing digital self-service options, such as Frequently Asked Questions (FAQ) sections, video tutorials, chatbots, and/or voice bots. That number is even higher when it comes to e-commerce.

People want solutions and they want them now. This clearly confirms why WhatsApp and SMS are the preferred choices for fast, on-the-go, direct contact with any brand or company. 

Fashion remains king, and demands customized care

Finally, the overall current trends for global e-commerce confirm that, once again, fashion remains the biggest of all retail e-commerce categories, and the one expected to grow the most, with an annual average of 11.35% by 2025. 

Global online fashion revenue is projected to reach over a trillion US dollars for the first time in 2022. The problem is that brand loyalty is scarce in the volatile fashion business. Especially for online-only retailers and brands, and that's why customer interaction becomes the best way to build trust and intimacy.

Customer care, done by professionals in the native language of the market, and with self-service solution options aimed at mobile channels, seem to be the winning combination for any fashion e-commerce that wishes to be successful. 

This, and many other niche-specific solutions, are provided by our partner Salesupply, and you can contact them here!  

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57% of online shoppers around the world have made at least one online cross-border purchase in the last twelve months. Meanwhile a further 22% have considered doing so. Additionally, 43% agree or strongly agree that doing more online shopping in general during COVID-19 means they are now more willing to consider cross-border e-commerce purchases.

Clothing and footwear is the sector most likely to generate cross-border e-commerce sales. More than half (56%) of consumers saying they are likely to consider ordering these products from abroad. Next came sport, hobbies, leisure (44%), followed by health and beauty (42%), and consumer electronics, computers and, phones (41%).

Not giving a foreign company a second change

However, many consumers continue to have a poor opinion of the delivery experience for international e-commerce. In addition, they are less forgiving if things go wrong. For example, a little more than 59% of online shoppers agree (24% strongly) they are less likely to give a company in another country a second chance if they make a mistake with their order.

Consumers believe cross-border purchases bring delivery issues

Approximately 66% say they believe cross-border purchases will arrive later than promised. Meanwhile 47% believe they are more likely to be damaged in transit. Moreover, 69% believe delivery charges will be higher for international orders. And 59% believe they will have to pay additional fees or duties which have not been made clear at checkout.

Overall, product returns remain one of the biggest concerns related to cross-border purchases. 73% believes product returns will be more difficult.

Difficulty getting help

On top of this, online shoppers think it will be more difficult to get help if they need information about their order. 64% believes it will be harder to contact the company to ask about their order than if buying from a domestic business.

People are becoming more open to shopping on e-commerce sites based in other countries. Ultimately, this is great news for online retail businesses. However, businesses need to address the key concerns about shipping and delivery.

Encouraging cross-border sales

Certain factors also encourage consumers to make an online purchase from a foreign company. Top of the list for online shoppers was a guaranteed free returns policy. A large majority (72%) of respondents agree this would encourage them to make an online purchase from a company in another country. Next came the ability to easily track orders online (71%), with up-front transparency about additional charges or taxes for cross-border orders (70%).

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Almost three quarters of consumers (73%) say that they often or sometimes go out of their way to engage and buy from brands that closely align to their personal values. For example, being more socially and environmentally responsible. In addition, 40% have actually stopped using brands that do not align with their values.

52% of people say they think about whether the brand they are buying products or services from supports the ethical issues they feel strongly about. Nearly half (49%) would switch to brands that are more aligned to their ethical values. Moreover, 46% say brands should be doing a lot better when it comes to being environmentally responsible. 25% even say that environmental issues were their number one reason for choosing a service or product from a brand.

Environmental issues are the biggest concern

Environmental issues are the biggest concern for most consumers. 61% stating that they are most worried about the future of the planet. Poverty (49%), human rights (42%), and equality & diversity (41%) follow.

Given people’s concerns around the environment, 72% of people say they recycle as much as they can. Additionally, 70% sat they focus on reducing food waste as much as possible. Well over half (57%) sell, re-use, repurpose or donate unwanted clothes. Lastly, 33% buy fair trade or ethically sourced items.

Ethical reasons heavily influence brand and shopping choices, with 87% believing brands should be held accountable for their actions to consumers. Over half feels strongly about this.

Brands and manufacturers must take the lead

Furthermore, 61% say brands and manufacturers must take the lead in being more responsible. Meanwhile 60% of respondents say driving change is down to each individual who must change their day-to-day behaviour to help create a more sustainable, environmentally responsible way of life.

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Almost two thirds of shoppers say that a poor experience on any channel will make them less likely to shop again with a brand. A potentially damaging disconnect between what shoppers want from their omnichannel shopping experience and what retailers think shoppers want.

Research by Klarna shows that nine in ten (89%) shoppers use multiple channels to search and spend. Unsurprisingly 73% of retailers are looking to increase their investment in omnichannel strategies. However, faced with high consumer expectations, retailers could be in danger of misplacing investment – and alienating huge sways of consumers – unless they fully understand what their customers value about the retail experience.

Retailers misjudge the value of in-store offerings

Demonstrating a perception gap between retailers and shoppers, the majority of retailers (75%) consider themselves to be fairly or very sophisticated when it comes to omnichannel. Yet half (50%) of Klarna users believe retailers are not joined up enough between their online and in-store operations.

When it comes to shopping in physical stores, the research highlights that physical retail is still an important channel. Even for digital savvy shoppers – with half (51%) of Klarna users shopping at retailers’ physical stores. However, some retailers misjudge the extent to which shoppers value in-store offerings.

Retailers fail to appreciate the importance of a smooth experience

Shoppers are nearly twice as likely to value seeing and feeling items they are buying in real life (88%) than retailers (45%). Meanwhile, half (49%) of shoppers value being able to visit showrooms and see items in store, but pay online. Whereas only 32% of retailers think this adds value for customers. Moreover, retailers (36%) consider human sales assistants to be more important than they are, with only 26% of customers saying they add value to their in-store experience.

Retailers also fail to fully appreciate the importance of a smooth, easy experience when shopping online. 84% of Klarna shoppers say they value autofill functionality online. Only 33% of retailers think this adds value to the shopping experience. In addition, only 45% of retailers believe one click payments or check out adds significant value for their consumers. Whilst 65% of shoppers report this to be one of the most important aspects of their online shopping experience.

Retailers are getting on the right track

Whilst there are clear mismatches between retailer and shopper expectations, encouragingly many retailers are on the right track. With 76% of shoppers valuing the ability to check stock levels in-store via a website or app. It is assuring to find that 49% of retailers already offer this. And another 38% plan to introduce this over the next year. Meanwhile, three quarters of shoppers (74%) say flexible payment options add value to their shopping experience. However, just 50% of retailers currently offer this, but a further 34% plan to introduce this in the next twelve months.

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People do business with people. That’s the main reason why telephone is still such a popular channel. It’s more personal than digital channels. But there’s one channel that has even more possibilities. Video chat. You don’t just hear the other person but see them as well. And it has many advantages when used for customer service.

Speak face-to-face

Is it a new channel? Not really, especially in health care, video chat has been in use for a few years. No need to go somewhere for an appointment but still speak to each other face to face. This also works great for financial and technical issues because of the personal attention. With shops during lockdown, video chat is also a good alternative to re-create the in-store experience. Customers can be assisted with choosing and matching outfits. And with items like luxury goods, live video chat certainly beats just seeing an image on a website. It’s almost the same as seeing it in real life.

Many advantages

But that’s not all. Video chat is packed with advantages:

1. Increases personal connection
   You don’t just hear someone’s voice and emotion in the voice, but you see their non-verbal communication as well. This increases the emotional connection and makes the conversation more personal
2. Positive effect on conversion
   This personal connection has a positive effect on conversion; people do business with people. The fact that agents can not only hear emotions but also see non-verbal communication makes it easier to anticipate to a callers’ needs
3. Share screens
   Video chat allows agents and callers to share screens which works great for customer onboarding, technical or financial explanation, go through documents together, etc.
4. Improve customer service metrics
   Issued are solved faster because of options like screen sharing, and the more personal connection. This improves metrics like call handling time, average resolution time, first call resolution and customer experience
5. Appeals to the younger generations
   The younger generations frequently use video in daily life so this channel appeals to them more than regular telephony. If they are your target audience, you’ll need this in your mix
6. Survey becomes part of the journey
   You can easily ask callers to fill out the customer survey after the call in the same window so it’s part of the video chat journey
7. Add entertainment
   Video chat offers your brand the possibility to show personal video or offer during wait time which makes the wait more entertaining and less of a nuisance
8. Add branding
   The video chat journey can be branded to your company’s look-and-feel

Easy implementation

Video chat can be integrated with many omnichannel contact center platforms. This makes it easy to add the channel to your mix. All you need besides the regular tools is a camera. These are either already on agents’ laptops or can easily be added separately for relatively low costs. Yes, probably not all your agents will be happy to jump on video calls, but chances are your younger employees won’t mind. Start with a few volunteers and see what happens. Do your customer service metrics improve? Then scale up from there.

Switch channels

When integrating video chat in your omnichannel contact center platform, it’s also possible to switch channels during an interaction. From regular chat to video chat for example. This decreases the need to escalate or transfer a call and helps solves issues faster. This has a positive effect on many important customer service KPI’s. If this matters to you and it sounds like an appropriate channel for your brand and audience, don’t wait any longer and look into video chat. 

Vidaoo is a video chat tool that integrates seamlessly with many omnichannel contact center platforms. Download our quick guide about live video chat or plan a free online demo here.

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Some brands use text messages to speak to their customers build better relationships. This shows to improve retention. The average lifetime value (LTV) rising by as much as 25% when SMS is used for two-way communication.

Nowadays, Facebook and Google advertising costs at an all-time high. Moreover, traditional email marketing are offering poor engagement rates. Ultimately, this causes e-commerce brands to increasingly incorporate SMS dialogue across their customer journeys to scale revenue more sustainably.

Moving buyers from first to second orders

Research from SaaS start-up Blueprint finds that text message conversations move buyers from first to second orders more effectively. Moreover, it reduces subscriber churn, and improves a store’s understanding of what makes customers make multiple purchases.

62% LTV increase

Days Brewing, makers of 0.0% alcohol free beer, even saw a 62% LTV increase from customers engaged via text. This is comparing it to those only contacted through more traditional channels. “The results have been amazing - text messages give you an incredible relationship with the consumer and helps to deliver our growth ambitions,” says Days’ Co-Founder Duncan Keith.

In addition, amongst the participating merchants were refillable cleaning product brand Homethings and vegan protein store Misfits Health, which saw retention increases of 33% and 8% respectively.

Achieving the best possible customer experience

Even with the e-commerce explosion of the last eighteen months, consumer-facing companies remain disconnected from their customers. They often rely on a one-way communication to deliver a clunky purchasing experience. Thus, only by understanding what really makes customers tick can brands truly modernise their customer journeys. Having conversations via SMS can be the most powerful way to achieve that.

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More than half (55%) of UK adults will interact with brands more through digital and virtual channels than face-to-face post-pandemic. However, only retailers that create a good experience online will win their business according to InternetRetailing. In addition, 51% of UK respondents say they would rather use apps or websites than go into a physical branch or store to complete a purchase.

Delivering a human touch

When it comes to communicating with brands, 26% of UK consumers said they still preferred in-person visits. This is followed by conversations over the phone (13%). In addition, 42% choose digital channels including email, live-chat and chat-bots. Convenience (51%) and speed (36%) were the most common drivers for choosing a preferred method of communication. Followed by speaking to a ‘real’ human (26%).

These findings clearly illustrate that consumers are becoming increasingly comfortable using technology to make purchases and access services. However, they still expect brands to deliver a human touch when required.

Not completing an online purchase due to a bad experience

However, separate research finds that a third of the UK public have not completed an online purchase due to a bad experience with a website or app. That figure jumps to 50% when looking at transactions made across a lifetime. Proving functionality should be an absolute priority for brands when planning their online presence.

80% of people said it was important that a brand had a good website or app when making any kind of online purchase. However, only 40% of digital natives - that is people aged 18-24 - reported a negative online experience in the last twelve months. Suggesting either they are more confident online. Or brands are making more effort with the UX of sites aimed at younger generations in recognition of their enhanced expectations.

Increasing trust in tech

Adults in the UK have also increased their trust in tech that helps them access their personal information and accounts online. Almost half (45%) are now more comfortable using biometrics to authenticate themselves when accessing their accounts than they were before COVID-19. Moreover, 38% feels more comfortable using their smartphone to access their accounts as well. These figures are reflected in the global findings with a similar number (49%) more comfortable using biometrics and 47% more comfortable using their smartphone to access accounts.

34% of UK respondents now place the most trust in a form of biometrics as a means of authentication. This is an important step in the right direction, as fraudsters have been increasingly targeting individuals during COVID-19. While this is progress, the UK still lags behind the US in terms of trust in biometrics, with nearly half (45%) of adults backing the technology.

Excellent customer experience

This growing trust in technology across age groups is likely a reflection of the positive experiences customers are receiving online. 58% of UK shoppers rated their experience with either good or excellent over the past twelve months. This is less than the global responses, in which two thirds (66%) rated their customer services at the same level.

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Customers are getting more and more demanding, meaning customer service continues to evolve each day to adapt to new client needs. When the need for immediacy arose, companies promoted livechats over email responses, forms or calls. Customers didn’t want to wait to have their issues resolved.

This is exactly why automation has become another essential aspect of customer service and 76% of users contact companies through the messaging applications they use most frequently to request customer service about a product or service.

Suddenly, we find ourselves with a bunch of contact channels and we can’t neglect any of them. Customer service influences the customer's shopping experience and has a direct impact on your business’s conversion.

Oct8ne's SaaS, which was created as an alternative to the classic livechats, now forms a very complete conversational platform, thanks to its visual support that lets you give your customers streamlined service. Respond to chat queries from the chat itself, automate bot responses, and manage correspondence from messaging applications.

Consolidate your customer service team’s work

All customers are different and communicate through different channels. There are already more than five million businesses using WhatsApp Business and more than 20 billion messages are exchanged each month between companies and users on Facebook Messenger. Therefore, a tool capable of encompassing the service of different social channels is necessary.

Oct8ne's new Messaging service allows you to centrally manage users that contact your company from the web chat and from external messaging applications to resolve issues on all your channels. Agents will be able to answer all inquiries from the same panel and streamline their work thanks to the multi-agent mode. With this, your customer service team can be assigned to different users and handle each case personally.

We can’t forget that social networks are a very important channel for customer service, which is why we need to pay the same attention to offering good service as improving user satisfaction. On this channel Oct8ne forgoes the coviewer, but to continue strengthening visual attention, agents will be able to send and receive images from users like in WhatsApp Business or the Messenger app.

Why visual support in customer service is necessary

Remember that 74% of customers spend more money when they receive good customer service. To have a chat available in our e-commerce is to offer immediacy. But, to be able to give personalized attention, like in a physical store, we need to break the visual barrier that communication in writing entails.

The visual support that Oct8ne offers allows agents to communicate almost as if they were in a physical store without having to share their screen or send product links of the items they’re talking about. Their livechat is integrated with the store's catalog so that agents can recommend and view images and videos along with the customer in real-time through the coviewer. 

With Oct8ne you can see each client’s product history and what page or section they’re browsing. With this contextual information, you can advise them in real-time by showing them products in the coviewer. User feedback becomes a conversion opportunity because agents, in addition to responding to inquiries, can act as sales associates and recommend products using up-selling and cross-selling techniques. This feature turns customer service into a powerful sales tool.

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More than eight in ten (84%) online shoppers would turn their back on a retailer after a bad returns experience, according to InternetRetailing. Highlighting the power of returns as a customer acquisition and retention tool, and the repercussions of getting them wrong. 

39% of consumers have done more shopping online since COVID-19. Ultimately, this creates an increased reliance on returns means people’s patience is waning when it comes to clunky or costly returns processes. 83% of online shoppers admit to getting frustrated by retailers which have an inefficient returns process. Meanwhile 82% agree that retailers in general need to improve their returns capabilities. 

Frustrations with returns

Demonstrating the need for retailers to keep up with consumers’ changing needs, some of Brits’ biggest frustrations with returns stem from the inconvenience of slow, out of date or inflexible returns processes. More than a third (36%) cited slow refund processes as the most frustrating element of returning items bought online. Highlighting the importance of flexible payment options. Other frustrations include having to print off return forms when they do not have a printer (25%). In addition to the inconvenience of queuing to return at the post office (23%). And not being able to return items in store that they’ve bought online (21%). 

Avoiding the returns process

These frustrations with the returns process are the driving force behind emerging shopping trends. Since people are finding ways to avoid inconveniences. Over the past twelve months, 21% of online shoppers say they have reluctantly kept an item they were unhappy with because it was too much effort to return it. Moreover, 12% have avoided returning items at the post office because it is difficult to social distance. Meanwhile 11% have gifted and 9% have resold items they do not want instead of returning to the retailer. In the long run, this could mean people avoid buying again from retailers that do not meet their needs.

84% are more likely to buy from a merchant who offers free returns

For those retailers that get the returns experience right, this can serve as a competitive advantage. It can help attract new customers, and boost customer loyalty. 84% of online shoppers agree they are more likely to buy from online merchants who offer free returns. In addition, 86% are more likely to come back to online merchants who offer free returns. However, even a little added inconvenience can come at a cost. 70% of online shoppers state that if a preferred retailer stopped offering free returns, they might not shop with them. 

Growing returns expectations

There is also a consistent trend of rising consumer expectations when it comes to returns services. 80% online shoppers now believe that returns are a normal part of online shopping today, compared to 77% in 2019. Moreover, they expect that every retailer they shop with offers free returns as a minimum standard of service (81%). Furthermore, more consumers (57%) also state they would never shop with a retailer that does not offer free returns. They also say that all their preferred retailers offer free and easy returns (73%).

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Retail brands are putting customer loyalty at risk due to a disconnect between their physical and e-commerce experiences. Research shows that 80% of shoppers say they miss at least one aspect on in-store shopping with most online experiences. A report from PFS, reveals that retailers, forced to rapidly scale their e-commerce offering by COVID-19, are falling short when it comes to replicating tangible in-store elements digitally.

This has led to 80% of all respondents confirming they miss at least one aspect of the traditional shopping experience while perusing online. Meanwhile 35% of respondents overall admit that have had such an unsatisfactory shopping experience with a previously trusted brand this past year, that they have gone on to look elsewhere. Moreover, almost a quarter of consumers (23%) agree that online stores either do not do enough to engage with them. Or that they only want their money and do not care about their satisfaction.

Recognizing brand loyalty

Perhaps inevitably, the most missed facets of the in-store shopping experience include being able to physically touch products (43%). In addition to testing certain items (41%) for suitability across aspects such as size or colour. Retailers have responded to these shortfalls with the rise of online tools such as FAQ pages and website chatbots. However, it would seem these attempts to elevate brand loyalty are not quite hitting the mark. In fact, 21% of respondents report that online customer service is still not as good as in-store assistance.

It is important to recognize that customer loyalty is not just based on the point of sale. Slow delivery (18%), a lack of available stock (17%) and difficult returns processes (14%) were all listed as potential factors behind reduced interest in using a previously preferred brand. A net total of 88% report at least one fulfillment factor that could or already has made such an impact. These contributing factors could well be responsible for 63% of Gen Z consumers and 46% of Millennials. Furthermore, 35% of all respondents admitting that they had endured such an unsatisfactory shopping experience with a previously trusted brand. They have since looked to shop elsewhere.

Fulfillment is set to be a key differentiator

It seems that fulfillment is set to be a key differentiator. More than one-third (37%) of consumers would prefer to choose how their product is packaged. In addition, 64% would be more loyal to brands who provide them with delivery timeframe options. 52% would prefer to shop with companies that help them to minimize their carbon footprint. Moreover, 49% would prefer to shop with a brand that provides packaging that can be repurposed in some way. Lastly, 70% more generally expect online retailers to minimize packaging.

Compared to the 37% figure who would prefer to choose how their product is packaged, 44% of Gen Zs contributed to the total. The option of buying and returning in-store, or to use click-and-collect when online shopping, was also 6% more popular for this age group (43%) than the overall total of net agreements (37%).

40% will revert to retail brands that have a high street presence

The last few months have been turbulent. Therefore, the reopening of the high street will be the true test for online brands when it comes to loyalty. 39% of consumers agree the safety measures implemented in-store should continue after lockdown. In addition, as many as 40% of consumers still claim that their loyalty will revert to retail brands that have a high street presence in COVID’s aftermath.

However, this might not last for long. More than one-third (34%) expect to return to online shopping after the initial buzz has died down. The role of the high street will instead be based on experientialism. Following the expectations of the Gen Z contingent more than one-third (37%) expect retailers to offer more of an in-store ‘experience’ than they did before lockdown. More than half (51%) of that influential Gen Z group expect shops to become more of a space for browsing in the future.

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