When you think about the value Yaguara provides, you probably think about the eCommerce metrics we aggregate and visualize. Then tying them to your company goals to get a clearer picture of your progress. And while that is our bread and butter, there has been a critical piece of eCommerce success that has not been incorporated into the tool, until today.
We are excited to announce our expansion into the customer support category with our release of the Zendesk integration. Not only does this open up several avenues for the Yaguara ecosystem to grow, but we know this is a major step to make goal-setting for your customer support efforts that much easier, transparent, and data-driven.
What is Customer Support for eCommerce?
Defining custom support for eCommerce deserves context. Since the experience a customer undergoes during an eCommerce transaction has radical differences to brick and mortar stores, eCommerce teams must take a step back and think carefully about their approach. In-person customer support allows for situational clues and how to provide assistance. Is the buyer in desperate need of a product or are they kicking the tires on a boring afternoon? Are they well-informed on competitive products or do they need an introduction to your offering? All of this helps lead to an informed decision on when to extend or retract additional support.
eCommerce is different. It is faster. There are no visual clues. A potential customer can vanish at even the slightest hint of discomfort. So they need to deploy a different strategy. Context has to come in the form of data, which can be used to provide better shopping experiences and ongoing support.
In today’s world the entire eCommerce journey can be tracked to measure customer behavior. So when a customer reaches out for support, whoever handles support for your team will already have access to purchasing and conversational information about the customer, which will allow your team to have a personalized interaction. This is how your team takes advantage of those critical context clues that brick and mortar stores have.
When eCommerce teams invest in improving their customer support measurement and efficiency, they are rewarded with more loyal customers, better conversion rates, and an advantage over their competitors. Consumers are moving more and more toward brand trust with their dollars. And those that don’t implement serious company-wide loyalty and customer support strategies will be left behind.
eCommerce Customer Support Categories
For clarification purposes, we like to break customer support efforts into four categories:
The activity coming from your helpdesk that addresses and monitors customer inquiries.
• Average Resolution Time • First Response Time • Unsolved Tickets
The metrics that define the financial worth and progress of existing customers.
• Customer Lifetime Value • Repeat Customer Rate • Total Churn
The logistical and behind-the-scenes work to satisfy the customer base.
• New Orders Shipped • Return Rate Per Item • Total Refunds
Quality of Support
The collection of satisfaction metrics from interactions between your team and customers.
One final thing we would like to add is that we created an Objective template to help you get started taking a more data-driven approach to your customer service. Using this framework can help guide your team in the right direction: