Part 3: From chat to seamless cross-selling
E-commerce strategies for the optimal customer experience
In e-commerce, things have to happen quickly. From purchasing to ordering and queries, customers expect quick responses and insights at all times. Without the right customer service strategy, this can overwhelm a company. We therefore take a look at how to ensure lean and efficient processes in e-commerce and thus gain satisfied customers.
A new & efficient approach to the customer journey
In e-commerce, time is money. Work processes are optimized by automating routine tasks. By intelligently forwarding customer inquiries, simple requests are processed automatically, while complex inquiries are forwarded directly to the appropriate employees. This saves a considerable amount of time for everyone involved, resulting in fast, efficient customer service.
Transparent and fast communication is crucial in e-commerce. Customers expect insight into the status of their inquiries and orders at all times. Digital systems allow companies to provide this insight and strengthen their customers’ trust. Customer loyalty is created through clear and comprehensible communication, which promotes understanding of processing times and also increases customer satisfaction.
The analysis of customer data and the use of AI tools make it possible to offer personalized services and respond to the individual needs of their customers. From recommendations to tailor-made offers, companies can improve their customers’ shopping experience while increasing their sales through up- and cross-selling.
Practical example:
Digital innovation in e-commerce
In this practical case, we take a look at how to elegantly optimize customer service in e-commerce. A customer needs help to order a spare part for their coffee machine without knowing the name of the model.
Mr. Kron urgently needs a spare part for his coffee machine. As he is unsure exactly which model it is, he uses a social media channel as his first port of call. SHIFT, our intelligent chatbot, takes over the initial contact with automated responses.
Intelligent support
Since Mr. Kron does not know the exact model name, SHIFT asks him for a photo of the machine. Mr. Kron takes a picture and then sends it to the chat, where SHIFT automatically forwards it to PRISM, the automatic image recognition system. PRISM can identify the model within a few seconds and immediately sends the name and number back to the chat with SHIFT. Once it has been clarified which model it is, Mr. Kron can now order the right spare part.
Seamless from chat to callback
When Mr. Kron has the product in his shopping cart, he is unsure whether it is still under warranty. However, as he can no longer find the invoice, he asks again in the chat. SHIFT then offers him a callback by an agent within the next 15 minutes, and Mr. Kron agrees.
SHIFT then books an appointment via the CUBE, our CTI solution, where all relevant information from the chat is also transferred directly and automatically to the CRM system. When the callback reminder appears here in the LinkThat softphone, Mr. Sorger takes over this task and immediately has an overview in the CRM system to follow up on the conversation. He immediately sees the order date of the coffee machine in Mr. Kron’s data record and consequently offers him a free order for the spare part, as it is still included in the warranty.
Intelligent call support
In the background of the conversation, ECCO, our artificial intelligence for voice channels, is in use with keyword spotting. Finally, the coffee machine model is mentioned in the conversation and ECCO suggests various products to the agent for cross-selling. When Mr. Sorger mentions these, he is immediately able to convince Mr. Kron to order products for coffee machine cleaning.
At the end of the conversation, ECCO automatically creates an invoice for the keyword “invoice” and Mr. Sorger forwards it straight away. This completes Mr. Kron’s request and he ends the call satisfied.
Rethinking the customer journey
The seamless interaction between SHIFT, PRISM, CUBE and ECCO solved this customer inquiry within a short space of time.
Mr. Kron received automated support from the social media contact to the determination of his request. Since it was a more complex request, a conversation with a call center agent was initiated within a short time. Thanks to the seamless interaction between the contact channels, the agent has all the information he needs to follow up straight away and bring additional cross-selling options into the conversation. This not only helps the customer efficiently, but also provides the agent with an optimal workflow.
Evolution of the customer journey with personalization
This example illustrates how automation and AI tools can revolutionize customer service in e-commerce. By using our solutions, companies can not only increase customer satisfaction, but also maximize their efficiency and productivity.
Are you ready to take your customer service to the next level? Let’s shape the future of your industry together.