Customer Care

Why Customer Care Will Win the Sale

Published May 19, 2014 Share

Consumers are largely motivated by one thing: Price. And with the proliferation of omni-channel technology in the retail space, today’s shopper can easily access product information anytime, anywhere, making it easier than ever to find the best deals.

With a wealth of information at their fingertips, including product details, promotions, coupons, and sales, consumers have become even more selective with what they spend their money on and who they spend their money with. So the question remains: In this era of the intelligent, savvy consumer, how can brands and retailers gain a competitive edge and win the sale?

The answer: Customer care. While many companies attempt to establish a loyal customer base with competitive pricing, exclusive deals, rewards programs, and even cutting-edge products, consumer loyalty often results from delivering stellar customer service. According to SalesForce, customer service ranks as the number one factor influencing consumer trust in a company. Without that trust, customers will go elsewhere to make their purchases, even if the prices are higher. In fact, research shows that 55% of consumers would pay more for a better customer experience (Defaqto Research) and are four times more likely to buy from a competitor with superior customer support if a problem is service-related.

There is no denying that customer care fundamentally changes how a consumer feels about a certain brand or retailer. But in the new omni-channel commerce landscape, customer service is, itself, fundamentally changing. With the recent shift towards the multi-touch shopping experience, which blurs the lines between online and offline sales channels, providing exceptional customer service across all channels has become increasingly complex.

According to Forrester, 42% of service agents are unable to resolve customer issues efficiently due to disconnected systems, archaic user interfaces and multiple applications. To keep up with shifting consumer demands, customer service agents require easy access to information for customers, products, orders, and current inventory. With that in mind, Shopatron recently made drastic improvements to its customer service offerings with our new and improved Customer Care Suite.

Recognizing the importance of customer care and understanding that it extends beyond the point of purchase, the Customer Care Suite makes it simpler than ever for service teams to assist customers with their order inquiries. Store associates, call-center agents and supervisors can quickly look up a customer’s personal information and order details and, from there, they can edit, alter or cancel orders in addition to offering save-the-sale promotions and appeasements. With the advanced capabilities of the Customer Care Suite, Shopatron enables a frictionless multi-channel shopping experience across online and offline channels.

Connecting customers with fast, efficient and, most importantly, courteous support is key to building brand equity and creating a lasting customer relationship. As more consumers choose to shop online, the customer service experience must be seamless. Eighty-three percent of consumers require some degree of customer support while making an online purchase (eConsultancy), and 45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly (Forrester). Providing omni-channel customer care is no longer a need-to-have, but a must-have, in order to establish the positive customer relationships that will win you the sale—and the customer—time and again.