Do your customers require a bit more assistance than other online businesses? A purchase support team can significantly enhance your purchasing, order processing, and customer service systems.
Let’s explore how it works and how you can build your own eCommerce purchase support team.
Ecommerce purchase support teams undertake various critical functions. The most important ones include:
Rather than waiting for a customer to report a problem with their order, purchase support services take a proactive approach. They verify and coordinate order processing details for customers.
This does not mean manually verifying and processing orders, which could lead to frustrating delays. Instead, it involves:
Of all the inquiries and issues customers face, payment-related problems are among the most challenging. Entering payment details online can feel risky, leading to understandable concerns when problems arise.
A dedicated purchase support team is essential to reassure customers and help them navigate any payment issues. A well-trained purchase support team will have answers readily available and be adept at navigating purchasing software to reassure concerned customers.
They will guide customers through any queries, resolve payment-related issues quickly and sensitively, and respond to customer feedback.
Customers do not always find the information they need about products and availability online. In such cases, having dedicated customer service teams available for assistance is beneficial.
Purchase support teams should be well-versed in all your products and familiar with typical customer questions or concerns. They often utilize tools such as ERP software or inventory management systems to access product information and specifications, enabling them to effectively answer inquiries about product availability.
Thus, it is crucial that purchase support team training is incorporated into any new stock system or ERP implementation plan. This ensures team members can accurately assess product situations and communicate that information to customers.
Can you integrate purchase support with your general eCommerce customer service system? Why is a dedicated eCommerce purchase support team necessary?
Here are some benefits that an eCommerce purchase support team can provide your business:
Snags in order processing are a significant source of friction between customers and eCommerce businesses. While a catch-all customer support service can address these issues, the situation often worsens when frustrated customers are passed around by a support team that does not understand their specific concerns.
A dedicated purchase support team tackles this issue on two levels. It enables customers to quickly receive answers from well-informed experts while preventing many problems from occurring in the first place.
A dedicated purchase support team ensures that every aspect of your order process functions effectively. They regularly check systems and workflows, identify problems, suggest improvements to payment pages, and implement upgrades.
All of this helps exceed customer expectations and guarantees that your order processing is as smooth, efficient, and accurate as possible.
An effective order process is vital for a positive eCommerce customer experience. A strong purchase support team can help build and maintain an optimal order process for your online business, which is essential for maximizing sales and enhancing customer retention.
A purchase support team can deliver the experience that online shoppers desire, from advanced order workflows to inventory management, system monitoring, and dedicated customer support.
According to research, excellent customer service consistently ranks as one of the primary reasons customers remain loyal to brands, even surpassing product quality as a driver of loyalty.
Source: Statista
So, what better way to transform casual customers into loyal customers than by enhancing their experience through a dedicated purchase support team?
We’ve discussed how excellent purchase support leads to a superior customer experience and brand loyalty. Customers who enjoy a smooth order process and positively perceive your brand are significantly less likely to return products.
Moreover, delays in item delivery can lead to higher return rates. Sometimes, this occurs because customers grow frustrated and purchase the item from a competitor; other times, it’s due to dissatisfaction with the wait time.
A purchase support team ensures that your entire order process, including shipping, operates flawlessly. This will inherently reduce product returns and chargebacks. Moreover, when combined with an improved customer experience and on-hand support for inquiries, a dedicated purchase support team can significantly minimize your return and chargeback rates.
It’s also important to note that having a dedicated team monitor your purchase process will make it more difficult for returns fraud to go unnoticed.
Research by the Baymard Institute identifies the top five reasons for cart abandonment as:
Source: Baymard Institute
An eCommerce purchase support team can address and resolve these issues. From optimizing delivery workflows to streamlining the digital purchase process, a purchase support team can provide customers with the purchasing and delivery experiences they desire. In turn, this will reduce cart abandonment and boost sales.
Overall, a good purchase support team can seamlessly convert potential customers into paying customers.
In summary, an eCommerce purchase support team is invaluable. How can you establish your own team? Here’s a step-by-step guide.
Any team thrives on clearly defined roles and responsibilities. Team members benefit from knowing exactly what is expected of them and what falls within their scope of work.
For a purchase support team, roles and responsibilities may include:
Most team members will assume multiple roles, but it’s crucial to clarify responsibilities so everyone understands their position. From customer service agents to IT specialists, ensure your team comprises all the necessary skills.
Consider using workflow or project management tools, such as Trello or Asana, for effective communication and collaboration among your teams.
A purchase support team requires a diverse skill set. From UI and UX expertise to system analysis and customer service skills, you need individuals with varied competencies to create an effective team.
Examine your current workflows, resources, and staff skill sets to identify any gaps and where your resources should be allocated. Additionally, consider your current and future purchasing process needs to ensure you have the necessary skills as your business evolves.
Once you understand your operational needs, you will be better positioned to start recruitment.
Purchase support may not be a widely recognized job title, even though many individuals possess skills that would make them excellent in various aspects of purchase support.
Invest time and effort into your recruitment strategy. Create an engaging recruitment campaign complemented by an onboarding system that prepares each new team member for success.
Continuous training is vital for maintaining high performance. It minimizes errors, boosts productivity, and enhances employees’ confidence in their roles.
Develop a continuous training program covering all aspects of purchase support, from the technology your team will use to the soft skills customer service representatives need and the knowledge required to address common inquiries.
Effective communication is crucial for successful business operations. An efficient eCommerce order management system, combined with effective communication tools, can enhance external relationships with customers and improve internal performance. Invest in technology and personnel that can optimize your systems while facilitating effective communication.
When selecting tools, focus on collaboration and ensuring everyone can access the information they need. This will enhance team management and improve customer service.
Ensure your internal communication channels are robust. While Google Workspace is excellent for basics, such as video calls and shared calendars, consider tools like Samepage or Slack to help your purchase support team manage tasks and workflows effectively.
Moreover, as your support team will need access to detailed information, consider investing in project or business management software.
This type of software will enable better cross-team collaboration by providing a centralized data point. This will empower your purchase support team to leverage customer, order, and financial information to address inquiries, optimize order and payment systems, and enhance the overall customer experience.
Measuring your team’s success and performance is essential. By analyzing metrics, you can gain insights into how your purchase support system functions and identify areas for improvement. You can also recognize team members who deserve praise and those who require additional support.
Establish KPIs to help gauge team success and performance. For example, many brands use quick customer surveys to assess customer satisfaction with recent interactions with their support agents.
These responses can be compiled into a Customer Effort Score (CES) metric that can be tracked for individual team members and the team as a whole, providing valuable insights into strengths and weaknesses.
Clear protocols benefit your business in various ways. They can:
In a purchase support context, delineating clear customer handling protocols, alongside crisis protocols, ensures that no eCommerce customer service agent deviates from established guidelines or engages with customers in ways that misalign with the brand’s tone or values.
Documentation is crucial for effective customer service. It allows you to:
Therefore, document all interactions as thoroughly as possible and create comprehensive reports on issue resolutions — leverage technology to assist with this. High-quality call center technology can record calls and store recordings securely. AI can even extract key action points from interactions and generate reports and suggestions based on these insights.
It’s vital that customers can easily reach your purchase support team and that team members can communicate effectively with each other and other departments.
Establish a strong and diverse communications system that includes multiple channels. Consider implementing:
Additionally, consider providing customer self-service tools, such as AI-powered chat software, which can guide customers through common issues and refer them to a human if the issue is complex or beyond the AI’s capabilities.
Remember, this aspect of your customer service strategy should focus on customer communication and ensuring that team members can communicate efficiently with one another.
An eCommerce purchase support team may seem excessive. Why create an additional support team specifically for purchases? Why not rely solely on your general eCommerce customer service system?
In truth, an eCommerce purchase support team could be exactly what you need to deliver exceptional customer service and elevate your business to the next level.
From fulfilling customer requests to designing seamless purchase workflows, an eCommerce purchase support team can significantly improve your purchasing system and lead to many satisfied customers.
For a streamlined customer experience and an efficient order processing system, utilize these tips to establish a dedicated eCommerce purchase support team.