Boost Your Shopify Solution to Deliver World Class Customer Service
August 15, 2018
30 MINS

Boost Your Shopify Solution to Deliver World Class Customer Service

69% of customers take their business elsewhere because they experienced poor service, while only 13% did so because they weren’t satisfied with the quality of the products (Michaelson & Associates). In this webinar, we’ll cover how you can use your Shopify data to enhance your customer service and retain customers.

You'll learn:

  • How to prioritize your customers
  • How to navigate customer “channel blindness"
  • How to utilize your Shopify data to deliver personalized support
  • How to maximize the impact of your efforts with the resources at hand

Transcript

Intro:

Julie: Hello everyone and welcome to another Dixa webinar.  My name is Julie and I'm in charge of organizing webinars and events here. Today, I'm joined by our VP of customer experience, Tue, and the title of today's webinar is “Booster your ShopifySolution to Deliver World Class Customer Service.” And in it Tue will be talking about how you can build on top of your Shopify platform to make sure you deliver exactly the kind of consistent and personal customer experience that your customers already expect from you. If you have any questions during the webinar, you’re more than welcome to use the questions tab to the right, right next to the chat tab and at the end of the webinar I'll read the questions out loud for Tue to answer. Also, I'll make sure that our contact details and website and so on is available at the end of the webinar so that if you have any questions or feedback you can easily get in touch with us. AndI'll also be sending out an email after the webinar with a recording so that you can watch it or pass it on to an interested colleague. That’s all for me now. Tue?

Tue: Thank you very much Julie, I am glad that you all could join us for this webinar and I've been looking forward to showing you how you can give your customers a better experience when you use your Shopify and Dixa integration. And why is it the important to do that? Well, Customer experience matters.The customer experience has become an important competitive factor and this can clearly be seen by a company's stock value. The customer experience leaders have a lot, a bigger return on investment than the customer experience laggards.So there is a clear relation between those who focus on giving the customers a good experience and those companies that do not, in other words, emotions sell.

 

Emotions Sell

Seventy percent of buying experiences are based on how the customers feel they're being treated. And that goes to show that it is very important how you make your customers feel when they are in contact with you. And that can either be when they are purchasing something on your website or when they are in contact with you and have an issue they need resolved.

 

The good customer experience

What is it? What is important for your customers? Trying to put yourself in their place and understand how they experience your company when they make a purchase or when they contact you to have an issue resolved.  Go to your own website and try to be a customer. Try to contact yourself and then see. Try to see it from their point of view and then ask yourself, “Is there anything that I would like to be different to be able to give my customers a better experience?”

 

Customer Effort Score

It is a general principle within process design, website design systems design that it is important to prioritize the customer's time. The most important thing for them is to make sure they don't waste their time. Make it easy for your customer. You need to respect their time and make sure that they have to put in minimal effort both when making the purchase and when they need to contact you. The less effort that the customer puts into being in contact with you, the better it is for them.

 

Engage on multiple channels

We do recommend that you engage your customers from multiple channels because 75 percent of customers expect effective and consistent service regardless of channel, but when you offer customer support through a particular channel, make sure you deliver. It is very disappointing for a customer to be met by a wall of silence when they tried to have the issue solved, and if you don't already offer customer support in the channel where the customer can get a response right away, you might consider it.

 

Reply quickly across channels

You also have to make sure that you reply quickly across channels because when it comes to consumers, 64 percent of them expect companies to reply in real time. When it comes to corporate customers.Eighty percent expect companies to reply in real time and this goes to show that the quicker that you can get back to the customer, the better the experience is for them.

This is an example of what a bad customer experience could look like:

A customer has gone to a website and a chat box pops up and says: “Got any questions? I'm happy to help.”

And the customer replies: “Hi, I have a question about pricing.”

Then the chat box replies: “We typically reply in a few hours. Don't have time to wait for a response? Leave your email to get notified when we reply.”

This is not a very good customer experience because I get a notification that there is somebody there to help. I start up a conversation, but there's actually nobody on the other end and I have to wait until they are there to get back to me. In those cases we feel it's better to let the customer know right away that there isn't anybody because otherwise the expectations that customers have are not being met by the company or the services that the company is offering.

In summary:

-       Simplify the buying experience and make it easy for the customer to get in touch.

-       Be present on the channels the customer prefers.

-       Make sure you reply quickly and consistently across channels.

-       Lastly, registered data and use it to improve their customer experience.

And I’ll get into the last point a little more and show why that is particularly important.

What a good experience looks like:

A good experience on the other hand can look like this:

A customer has started the chat with a company saying: “Hi! I called earlier to resolving the issue and someone in support told me that he would get back to me. I'm still waiting for a call.”

The agent replies: “Hi Monica. Thank you for contacting us. I can see that you called earlier about the payment issue. Our department is very busy today but they will be with you within half an hour. Is that okay?”

The customer replies: “Perfect. I can see them calling now. Thanks!”

The agent replies: “No problem. Have a nice day.”

So in this case the customer has already reached out. The agent is able to see the previous conversations and can see what it was about, knows that the billing department is quite busy and when they will get back to the customer and that in fact helps. So even though the customer started out being maybe a little disappointed, the company actually returned to the customer in a short time.  

 

Dixa + Shopify Integration

In Dixa, we have made an integration to Shopify and based on the customer's phone number or email, we can pull order information directly from Shopify. This will show you the number of orders, the shipping address, the billing address, the order date, the status of the order, if it's closed or if it has been canceled, the order price and the content of what items the customer purchased. You're also able to click on the order under view order status and then it will open directly inside your Shopify account.If the customer has multiple orders, you can see all previous orders inside and go directly to the order that the customers is contacting you about. Having that information at hand makes it possible for you to provide  better and more efficient service for your customer.

One of the things that you can do is give the agents the information that they need across channels. And in this case, if we follow up you can see a tag has been added to this conversation saying payment issue. This a note saying the customer was waiting for a callback from the billing department and the customer ended up giving positive feedback to the agent saying, “great service.”

Also in the right of this example, conversations with customer, you can see conversations with the same customer across the different channels. That's a chat that was a close by Joey and that’s a phone conversation by Chandler and then there is an assigned email conversation. So when I have the customer online on a different channel, I can see there’s actually an open conversation and I can go to that conversation, claim it and then reply to the customer and close it. This all works to give the customer a better experience and also to have your agents working on it. Have more agents than one work on the same customer’s issue. And here it's very easy to see that there is actually an open email from this particular customer.

 

Telephony in Dixa

In Dixa we offer a call flow editor and besides that, we offer local phone numbers in more than 80 countries, so it's very easy to be local where your customers are and that's very important in several countries where the local residents are very unwilling to pick up the phone if they received a phone call from a number they don't know, from a country they don't know.  So you can go into Dixa and just buy a number in the countries that you have customer contacts in and a few minutes later, you will be able to set up a call flow and receive calls and make outbound calls from the local numbers. Something that you can set up in this call flow is opening hours. Outside of opening hours, you can, for instance, have an IVR, where you offer customers an option to have a call back, leave a voicemail or be forwarded to an emergency service or a 24-hour service.

Within opening hours, you can have an announcement saying, “Welcome.” You can have the customers waiting in a queue, then after a timeout, depending on how long you want the customers to wait, you can again offer an IVR and have the customers be given the option to get a callback when an agent becomes available, they can leave a voicemail or they can wait in the queue until somebody is available and it's very easy to set it up for each country and it's easy to change the flow depending on your requirements and what service you want to provide to your customers.

 

Chat in Dixa

Looking at our chat flow editor, you also have an incoming chat that goes through a flow. You can customize how the widget looks, what color it is, placement, what languages you want to support, you can have a hide strategy... In this example, the chat widget is only shown when there is actually agents available and when there are no agents available the chat widget is hidden. It could also go to a contact form.

We have also added a menu. So here the customer can go to the sales department or go to support. And again there’s a hide strategy so if there aren't any agents available for either then contact form will be displayed.

In the chat flow editor you are also able to add an action, like a url trigger so you can style and control the chat widget’s behavior depending on what the domain or subdomain the customer is on.So you can have one widget that works across different websites or you can have the widget only be shown when the customer has added an item to the cart and has gone to checkout. Or maybe you want the conversations that have started from checkout go to the technical department and conversations that are started on product pages go to the customer service department.

 

Email in Dixa

In our email flow editor you'll again have an incoming email that goes through a flow. You can have opening hours in your email flow and that allows you to send customers one auto reply within business hours and then a different one outside business hours. Again, you can use this to adjust the customers' expectations so they know that you will get back to them maybe within one to two hours within business hours or the next business day if they contact you outside business hours.  You can also use one during weekdays and a different auto reply during weekends.

The email flow editor also allows you to look at content. So in this example to the left, inside business hours, it checks the content of the email for words like invoice, payment, billing­– then it is automatically tagged with billing and it is sent to the billing department. And then there's a timeout for this email conversation and if it hasn't been responded to within 24 hours, it will go to the queue called urgent. And you can set up the same flow outside business hours.

 

Queues

You're able to set priorities on the different cues and this allows you to handle the incoming conversations in the order that creates the most value for your company. It also makes it possible to handle the conversations that are time sensitive like cancellations of orders or changes where it would be a problem if the order has actually shipped to the customer after they wanted to cancel or if they wanted to change it and its shipped with all with the wrong content. So handling those conversations before other conversations that are not time critical will create a better customer experience in each queue.

 

Agent Prioritization

You're also able to prioritize your agents. In this example, the conversation will be offered to Chandler, Joey andMonica and if they are all busy then the conversation will be offered to Phoebe and Rachel and if all five are busy or away, then the conversation will be offered to Ross. So this is true skill-based routing where the conversation can be sent to the agents that are best equipped to handle the question.

 

Tags

We also have a simple tag feature where you can add one more tags to a conversation and this allows you to see what your customers are contacting you about, and this is very important information.So when you understand why your customers get in touch, then you're able to change the way that you communicate on your website, in your order confirmation and anywhere that customers can get in contact with you.  

So, if you know that most of the contacts you get are about changing your order, maybe you can provide a clear way for the customer to find out how they can change the order, what is possible, when it is possible. If the second most asked question is, when does my order ship, then provide that information in the order confirmation and send them the information as soon as you know when the order will be shipped. You do want to talk to a customer, but of course you want to talk to them about the right things and having this tagging feature and looking at what kind of customer contacts you have actually allows you to reduce the number of contacts.

 

Dashboard

We also supply a real-time dashboard for each queue and this gives you valuable information like how many customers are waiting in queue right now, the total number of offered conversations, the total number of answered conversations, how many conversations went to a timeout that can be having the customer offered a callback if it’s a phone conversation, you can see how many customers actually hung up while waiting in queue.

SLA & Stats

You can see the service level. In this case, you would like to answer 80 percent within 30 seconds and that has been reached in 71.8 percent of the conversations. And of your offered conversations, you can see that 87.3 percent of all of them have been answered.You can also see the current longest wait time, the average handling time, and the average wait time.

 

 Agent Presence

You can also see how many phone agents, chat agents and email agents are available on queue. And this dashboard is available both for phone chat and email. So, compared to other systems it is very easy to see how long an email has been waiting until it has been answered.You can also see the average wait time for emails and the average handling time.

 

Personal, Present & Consistent

Lastly, is this important to show your customers that you know them and appreciate them and that can be accomplished by using information from your Shopify account and looking at other conversation from that customer. And the important thing here is to be personal, to be present and to be consistent.

 

Book a Demo

And we do recommend that you book a demo of things so we can show you the features and how it can help you to improve the experience that you give your customers. And you can visit us at dixa.com, where you can also book a demo or get in touch.

Julie: Excellent. Thank you Tue! If you don't mind, I might jump straight into the questions if that's all right with you.

Tue: Please do.

Julie: The first one from Lauren, she is asking “What othertypes of data can you make available to your agents when handling customer’sinquiries?”

Tue: Besides the Shopify integration that works very simply out of the box, then we offer a “custom card” integration, where you can pull any information from any system and display it right inside Dixa. The only requirement is that is can be reached with a webhook. So we provide the phone number or the email address of the customer and then you return the data that is important for you and you can display that right inside Dixa. That could for instance, be tracking information for packages. It could be a billing information, it could be stock / inventory, there is no limit to what it possible and you can add as many custom integrations to your Dixa account as you like.

Julie: Okay, so there's really no limits. Simon asks, “How do you determine what channels customers prefer? You were talking about making sure to be available where customers prefer. How do you know what customers prefer?”

Tue: Yeah, you have to be on the channel and then see how the customers react to you. Of course phone is still the most widely used channel because it's the most real-time channel where customers can get a response right away. Then there is email, which is a bit more slow and heavy for companies because it can take a long time, several days and even weeks to resolve issues.And then we do see a lot of customers requesting chat and that is a growing field and a bit of a note on chat: It is really good to be on that channel because of course customers are on your website so if they have a question about something, one of the products or delivery and you're there to answer their question right there, then there's a bigger chance of converting the visits into an actual sale, but it also means that you will get more contacts from your customer if you offer that channel. And that goes back to–if you want to be on that channel, you have to do it consistently and also have to reply quickly to the customers.

Julie: Right. So your point is to not assume that because you have a certain type of customer that they might prefer this channel or that channel, but try first?

Tue: Yeah, and you can easily see if you offer a channel as a contact way for your customer, then you can see that the number of customer contacts that come through those channels.

Julie: Okay.Mathias asks, “Is it possible to link multiple Shopify stores to the same account?”

Tue: Yes, that is possible. You can integrate with as many Shopify stores as you like, so if you have one store for one country or one brand or one market, then you're able to make multiple integrations and you can also setup different queues both for email, chat and phone. So if you have multiple brands and multiple stores, then you'll be able to set that up simply inside the Dixa platform.

Julie: Alright. Um, I think that's it for today. If you have more questions, think of something later on, of have feedback, you’re more than welcome to write to Tue. His email is on the screen or visit us dixa.com. Thank you very much for attending and I see a few repeat viewers so that's always very, very nice. Thank you very much and enjoy the rest of your day. Bye!

Tue: Bye. 

Tue Søttrup

Tue has over 20 years of practical experience in customer contact and customer service in a digital context, most recently with Saxo.com. He gives talks, writes articles, and is happy to share his knowledge and experience.

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