CUSTOMER SERVICE OPERATIONS ☛ WEB VERSION: Click Here
Scaling up customer service operations in preparation for peak
By Mary Urquhart, Senior Contact Centre Manager, PFS
As the shift to online shopping continues to accelerate, retailers across all sectors are facing increased pressure to keep up with the rising demands of customer service.
I
n fact, research by Zendesk, reveals that following a peak in May, customer service
requests remain well above pre-crisis levels. The way customers are reaching out to brands is also changing. With many phone lines inundated, customers are turning to WhatsApp and other alternative channels to get in touch. Since last April, globally, WhatsApp use has increased by 148 per cent since late February – the highest of any channel for customer service. This highlights the growing need for brands to adapt their customer service offering to keep up with the expectations of today’s consumer.
With UK eCommerce expected to continue growing by as much as £5.3bn in 2020, never has there been a greater need for brands to take a strategic approach to online customer care. Whilst throughout the pandemic, many online brands have been forced to keep up with the customer service demands associated with peak-like order volumes, ‘actual’ peak season is just around the corner. This will come as a true test for a
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number of online retailers, who, despite scaling up fulfilment operations, may not have considered the need for additional customer service support.
Customer service – a strategic priority With preparations about to start for peak season trading, online brands must treat customer service as a strategic priority. A positive, personalised customer experience can make the difference between an abandoned cart and a lifelong customer. Those who are underprepared risk customer dissatisfaction – damaging their reputation and their bottom line.
As sales continue to migrate online, brands will need to replicate the personalised and tangible experience that would be present at the in-store experience. For example, when entering a store, customers can expect to receive assistance and recommendations from staff when choosing products, something that can be sorely missed from the digital realm.
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