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Ecommerce Customer Service: Democratize Your Data

Posted by Audra Bianca on July 23, 2017

Ecommerce solutions developers can help online retailers with more transparencey for their customer service agents. Jason Compton wrote a piece on Forbes.com called "How to Empower Workers With Analytics Tools That They Can Use." In this piece, he explains how today's guest service teams should have access to analytics dashboards including data visualization and drag-and-drop data modeling tools. Companies should consider how they can align their business intelligence (BI) experts with customer service teams.

Why Get Customer Service Agents Involved

On the front line of your company, customer service agents learn customers' needs through daily interactions. This puts them in a great position to suggest new uses for information about an online store's performance. A dashboard can show employees how the e-store performs in terms of the company's key performance indicators (KPIs). An engaged guest service agent should begin to notice trends, such as how customers place the most orders on Sunday nights. By bringing this trend to a manager's attention, a company could add more resources in the call center on Sundays, along with more fulfillment resources on Monday mornings. 

By empowering the call center with an effective feedback loop, you could discover that customers have consistent questions about a particular product.  Trends like these should inform your web development, content marketing and product merchandising.

Democratize Your Data 

Empower your guest service agents to dig into your online store's data trends as citizen data scientists. They understand what customers want to see in the online store experience and routinely monitor metrics, such as the products that customers click on the most. Luxury brands provide personalized service for remote shoppers who don't want to drive to the physical location, and their employees may assist in generating flashy photographs of products and/or videos showing consumers using a product in context.

Involve all your client-facing teams. Customer service agents may or may not agree with data scientists about what their dashboard should look like. They want an employee-centered dashboard that is custom to the views they need to immediately address customer needs.  In addition to site KPIs, consider a knowledge base with the ability to access and upload videos and new product descriptions. Flexibility and customization is critical for success.  Dashboards must accommodate workers with different work styles and visual/audio/kinesthetic needs.    

Leverage the Benefits of the Online Store

Unlike many businesses with a physical location, each time an employee is engaging with a customer, they can consider many types of data. They see orders waiting for processing, orders that have already been shipped, and orders that aren't yet filled. Employees view KPIs, such as how much a client has spent on a single order and how much a client has spent over weeks, months, and years. They can make suggestions on your pricing model, track the performance of sales and special promotions, and pinpoint slow-moving products. They may catch errors in pricing and product descriptions and notice inefficiencies in the payment system. customer-iceburg-big-data.jpg

Your online team should keep the door open to all employees who use the website to assist customers and to support business operations. In a replatform, consider the availability of back-end tools that include valuable, customizable employee-centered dashboards. Most of all, eliminate silos between the functional areas of your ecommerce business. Consider a full-service ecommerce solution that integrates every stage of your customer experience. Odd are that you will improve your customer relationships, find efficiency and save money.

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Topics: Customer service, Ecommerce, business intelligence

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