eCommerce and Direct Response sellers need to have a better level of customer service than any more ‘traditional’ business would allow. Because of how quick the journey from advert to purchase is, ecommerce customers get hit by a lot more buyer’s remorse than sellers with a longer funnel lead, which translates into more customers calling in, more angry tickets, and - without good policies in place - a refund and chargeback rate that’s going to cause huge problems for any processor. At the same time, Direct Response products often need to be careful around compliance, an area where CS teams very frequently fail.
That said, these issues aren’t unavoidable. With an effective, considered approach, ecommerce sellers can transform their CS from a liability into one of the most effective departments in their company.
Strategies here include introducing effective training, clear scripting, retention policies and regular QCing for all calls - or bringing in Seismic Wave, a company where all this excellence is a standard operating procedure.