Companies dealing with cross border e-commerce have to be more rigorous than ordinary e-commerce companies in terms of customer communication and satisfaction because of their partly long and multi-step supply and delivery processes. You can quickly stand out among your competitors with correct communication with customers, fast resolution of the complaints, a solution-oriented approach, and the ability to respond to questions in a short time.
Given the success of the company, it is possible to say that, from time to time, the customer-centric approach plays a more critical role than the quality and price of the marketed product. Customer’s satisfaction over the shopping experience is not the only benefit acquired by the brand; it also has the probability to gain new customers and continuous shopping. Success does not result solely from a quality, communication, or price, but it is the result of the combination and coexistence of these qualities.
Here are the things to do to achieve perfect communication in a cross-border e-commerce support system and to communicate with the customer correctly:
Importance of Customer Satisfaction
Customer satisfaction may not be among the priorities of many companies and can be subordinate to other goals. However, in today’s world communication channels develop, people are exposed to hundreds of stimuli every day, and they reach information about everything in their lives via search engines, and in this world customer satisfaction is a prerequisite for financial success. When the customer, who has a positive shopping experience, indicates his / her comment about the brand, potential customers can access it via social media or digital channels. The more positive comments about both product quality and price, as well as supply, delivery, and order processes, the more likely the potential customer is to choose the brand. Every customer wants an outstanding experience, and priorities in shopping vary from one customer to another one, and each of them has particular expectations from that very shopping experience.
For someone who left to buy a gift to the last minute, fast delivery is vital and the priority for that person. Another person may dream of a trouble-free delivery because of the constant logistic problems he/she had in her/his previous experiences, while the other’s primary objective is to get affordable products but not to have problems with ordering. Therefore, the brands assure success when the customers have positive experiences that they can refer to, that they believe their requirements are diligently met, and when those customers see their experiences valuable enough to be shared. Although similar feedbacks are also valuable in standard e-commerce, references become even more vital if we are talking about a cross-border firm and transnational delivery.
A customer doing cross border online shopping waits for the cargo to arrive for several days; that person would like to shop in foreign currency, share his or her account information safely, and probably would like to speak his or her mother language in case of a problem. Thus, he or she would like to have the most trouble-free ordering experience possible. E-commerce companies should be accessible for the customer in case of an issue. Accordingly, the need for customers to trust an e-commerce brand requires e-commerce companies to attach extra importance to customer satisfaction.
Why Do Customers Prefer Cross Border E-Commerce?
Communication is a priority for a customer who will do cross border shopping. Each of the consumer recommendations, ability to select a trusted brand, product discovery, easy methods of return, a wide range of products, safe payment alternatives, appropriate delivery conditions, price opportunities and sale of the product which is also sold in other countries are a motivation for the customer to shop cross border online. In case the customer is experiencing trust problems, electronic contracts have a validity problem, return, or exchange is difficult, the product is not supported in different languages and with understandable content, that the delivery time is extended, the customer support unit is inadequate, the product is unqualified, the costs are high, and logistics support is weak, the customer will no longer want to do cross border shopping.
Giants of Cross Border E-Commerce Favor Joint Use of Live and Digital Support
Some companies that learned the steps that can make a customer motivated or waive shopping have become giants thanks to the support units they developed. Now those companies can give us some advice regarding communication with customers. In giant companies that can build fast and multi-way communication systems, communication channels are not only managed by digital systems. Research shows that the number of complaints and interactions increases at the same rate on sites providing only with an automatic response or digital support. World giants like Amazon employ live customer support personnel and also use digital support systems.
Digital systems for classic questions, common problems, and automated answers are in place; on the other hand, the expert support team works to meet customers’ complex demands and unique problems with practical solutions. This understanding, complemented by computer technologies and traditional communication, has enabled brands to succeed in customer satisfaction. Customers do not want to get lost in the voice response system menu in case of urgent and/or unique problems, and when they want to get a response in a short time. The customer who wanders in the menu for minutes can lose time to solve a problem that could actually be handled in seconds by talking to a live person.
Of course, the most critical point in that communication is that it is mutual. The customer, who hears a human voice and knows that that person is ready to help for a solution, lives the brand communication experience. Although to establish support staff for the business may cost, and digital systems seem to be more affordable than hiring personnel, the use of digital and conventional communication methods gives the solution that minimizes the number of interactions and increases the satisfaction of the customers.
Know Your Customer, Diversify Your Communication Channels
Customer trends changing through time have forced brands to create new support solutions. Increasing new channels in the digitalized world provides the customers with fast solutions, but also it reinforces customers’ impatience. Instead of communicating from a single channel, customers engage in communication from all channels, especially in the case of critical problems, and try every way to get a response as soon as possible. The customer, who asks about the product from social media, meets with the customer consultant in case of a problem, and communicates with the brand in order to provide product opinions, has high expectations as the customer gets used to contact with the company at any time. Therefore, the expectation that digital channels will reduce the number of interactions per channel is unrealistic. Customers expect support from the brand with a greater number of interactions than before. It should be the goal to provide satisfaction at every point where the customer contacts the brand. The brand should recognize its customers, diversify its channels, and work to create satisfied customers at any time by keeping digital performance high. Of course, the habits of the customer also determine the communication experience.
When the communication is made through digital channels before the customers are fully ready may leave the brand in unnecessary interactions. Customers who keep coming back to a company to resolve the same issue trigger a so-called boomerang effect. Using customer support channels correctly and efficiently is just as important as channel diversity.
Brands should first identify the customer segment and optimize the customer support system. You can develop strategies on channels with speed, transparency, and interaction. It is possible to create your own strategy by considering examples from large companies. For instance, Amazon Prime has created a difference with its services. The privileged membership system offers a fast and free logistics service for an annual fee.
Promising the same day delivery for many products, the satisfaction level of the brand is quite high. Amazon, which sets an example with the use of social media, allows adding the product to the basket via Twitter. The brand, which provides shopping with a tweet, delivers the product to its customers by 99% on the delivery date promised. According to E-Digital Research’s Retail Experience report, Asos, another e-commerce giant, has increased its customer satisfaction rate to 90%. As the pioneer of the trend of product sharing by social media users, the company also made room for shares on its website and strengthened its customer connection with the brand. Efficient installation in the on-site search engine, detailed product descriptions are among the pros of the user-friendly site and help customers provide the best experience.
Promotions, free shipping campaigns, and the habit of chatting with customers on social media have a positive impact on brands’ customer satisfaction rates. Customers who feel that they are profitable from shopping, and their opinions are taken into consideration and who receive advice and inspiration from the brand are satisfied with the communication. Understanding the trends and demands of customers guarantee the best service.