topic of e commerce and sharing knowledge on customer trust

1. E COMMERCE
AUCA GISHUSHU CAMPUS
Date 21 Nov 2021
CUSTOMER SERVICE AND
BUILDING TRUST WITH ONLINE
SHOPPERS
IN ECOMMERCE

2. 1.CUSTOMER
SERVICE

3. PAGE
•Customer service is the support you offer your customers — both before
and after they buy and use your products or services — that helps them
have an easy and enjoyable experience with you.
•In ecommerce, Ecommerce customer service is a strategy for providing
support to people who purchase from online businesses.
•Today's virtual shoppers want to be able to reach agents on the channels
they prefer, whether that's through a call center, live chat, or other
channels.
•And when retailers invest in improving their ecommerce customer
support, they’re rewarded with more loyal customers, better conversion
rates—and a clear advantage over the competition.
•One advantage that online retailers have is access to rich data. In order
to get the best data and use it effectively, try these best practices:
3
Introduction

4. PAGE 4
Know Customer stage
before you support

5. PAGE 5
Know Customer stage
before you support
1. Awareness:
Making your audience aware of your products/services is the first step to customer
success. Awareness is a customer-driven process where you need to identify a customer
need and attract your target audience by presenting a solution that fulfils that need. This
solution may include a list of services/products you offer or vendors you partner with.
2. Evaluation/Consideration:
Once your prospect is aware of your brand, product or service, they start evaluating your
solution against other solutions they might have come across. Which of these solutions
solve for their critical needs? Which channel do they intend to buy through? Is it easy to
use, flexible and affordable? It may take follow-up sessions, a few calls, or some notes
that highlight customer needs, to help customers lock down their options.
3. Purchase:
The purchase stage of the client lifecycle brings in revenue for your business and puts the
customers at ease because once you establish trust with your customers, they are likely
to invest in you if you continue to provide solutions for their evolving needs. With
businesses reaping the benefits of their investment, it’s advisable to nurture a pool of
existing customers who can continue to bring in the revenue.

6. PAGE 6
Know Customer stage
before you support
4. Customer Retention:
Once a purchase is made, the customer experience that follows plays a critical role in
how customers perceive your post-purchase service. You need to be available across
communication channels with the right resources, to resolve any customer query that
may come your way. This helps you ensure that your customers have a positive service
experience and choose to stay connected with your brand.
5. Loyalty/Advocacy:
Once you successfully retain your customers, you need to turn them into your brand
champions. If you are unable to nurture a pool of loyal customers, you may want to
analyse each of these stages and identify factors that may influence your customers
directly. You may even ask your customers what you can do to secure their advocacy. Use
customer-facing feedback to engage with your customers and take steps towards
improving their overall customer satisfaction.

7. PAGE 7
BEST PRACTICES FOR PROVIDING
EFFECTIVE ECOMMERCE CUSTOMER
SERVICE
1. Offer multi-channel support
2. Personalize support and marketing
3. Offer self-service support
4. Use the right organizational tools
5. Offer an avenue for providing feedback
6. Prepare answers to common questions
7. Offer an avenue for providing feedback
etc

8. PAGE
•Customers want to use different channels for different tasks. They may
want to use a chatbot for support, but want to hear about sales through
social media. Measure how customers use various channels and use that
data to refine your communication strategy.
•By using a combination of email, live chat, social networks, message
boards, and self-service knowledge bases, companies can ensure that
their customers get the help they need quickly and easily.
8
1. OFFER MULTI-CHANNEL SUPPORT

9. PAGE
•As an online business, you can track and measure customer behavior.
When a customer reaches for support, an agent will have access to
information like purchase history, returns, and buying patterns. With this
data, the agent can personalize their conversation with the customer
and treat them like a valued client.
9
2. PERSONALIZE SUPPORT AND MARKETING

10. PAGE
•Since many customers prefer to help themselves, online retailers benefit
from offering a help center, with answers to frequently asked questions
(FAQs), return policies, and more. self-service support options
empowers your customers to assist themselves while giving your team
extra time to help with more complex support issues.
•Providing steps guideline on how to use your product by using video,
text, documents and so on
10
3. OFFER SELF-SERVICE SUPPORT

11. PAGE
•There’s only so much that can be done with spreadsheets and emails. A
good customer support system includes technology tools designed for a
variety of different administrative tasks. Without this kind of support
platform, a task as simple as retrieving an invoice could become a
drawn-out affair.
• This is similar with call center, where customer complaint will be
handling with responsible team
11
4. USE THE RIGHT ORGANIZATIONAL TOOLS

12. PAGE
•Letting customers offer their feedback helps to identify where their
frustrations are. Reviews are also great social proof that illustrate
specific examples of when your customer service is delivered as
promised.
12
5. OFFER AN AVENUE FOR PROVIDING
FEEDBACK

13. PAGE
•Many customers have the same questions for common issues. Prepare
templates for emails and call scripts with a standardized response. This
allows agents to provide consistent support with room for
personalization.
•Automate where it makes sense: Automations allows your team to be
more efficient with the tasks that really matter. Many administrative
tasks can be automated with the right software, saving your team
valuable time.
13
6. PREPARE ANSWERS TO COMMON
QUESTIONS

14. PAGE
•Letting customers offer their feedback helps to identify where their
frustrations are. Reviews are also great social proof that illustrate
specific examples of when your customer service is delivered as
promised.
14
7. OFFER AN AVENUE FOR PROVIDING
FEEDBACK

15. PAGE
•Great customer experience is one of the few ways to genuinely stand out
in an already saturated online retail marketplace. Customers who don’t
get the level of service they expect simply take their business elsewhere.
Providing excellent customer service online gives your business several
distinct advantages:
1. Higher customer retention
2. More positive experiences
3. An increase in customer acquisition
4. Easy to create pattern ship with other business owners
5. Cost cutting in advs
6. etc
15
ADVANTAGES OF PROVIDING GOOD
ECOMMERCE CUSTOMER SERVICE

16. E COMMERCE
AUCA GISHUSHU CAMPUS
Date 21 Nov 2021
2. BUILDING TRUST WITH ONLINE
SHOPPERS
IN ECOMMERCE

17. PAGE
•If you want to succeed in the increasingly competitive world of
ecommerce, you have to work hard to build trust with your target
audience.
•In ecommerce, trust is not something you can build once and secure
forever. Building trust requires constant attention and effort. It’s not
easy and it takes a lot of work, but if you can do it, the rewards can be
big.
•When people trust you, they buy from you, they spend more with you,
they become loyal to you, they refer others to you, and they help keep
your business alive and growing.
•So, how do you do it? There’s no perfect equation that is guaranteed to
work for every ecommerce business, but there are a number of common
tactics worth trying.
17
Introduction

18. PAGE
•Delivering remarkable customer experiences is something every
business should strive to do
• customer service is always there to help shoppers and existing
customers is crucial to developing trust with them (24/7)
•Think about using conversational commerce techniques such as
chatbots, creating a personalised experience, and having a
customer support team ready at the end of the phone line to
answer questions or clear up any issues.
•always being there to help, you’ll be able to build and maintain
customer trust much more easily.
18
1. DELIVER EXCEPTIONAL CUSTOMER SERVICE

19. PAGE
•When browsing online, shoppers can’t assess the quality of
something in person. That means they must take a little leap of
faith when purchasing. Being clear and transparent about your
returns policy is a great way to ease their doubts and send
positive ecommerce trust signals.
•Ensure to include your returns and contact information on your
home page and discuss returns on product and checkout pages
to boost your conversion rate. Have a clear policy with not too
much small print and a frequently asked questions section to
explain returns. Also, include your contact information to show
shoppers that you’re a legitimate business.
19
2. DISPLAY YOUR RETURNS POLICY AND CONTACT INFORMATION

20. PAGE
•It might sound simple, but having a well-designed, easy-to-
use online store is one of the key ways you can gain the trust
of shoppers
•A range of things can negatively affect how much a shopper
trusts your site, including: Web pages taking too long to load,
Broken links, Poorly written text or low-quality images, Bad
page design
•Use high-quality images or videos to show your products,
and ask for customer feedback to optimise your store.
20
3. DELIVER A GREAT SHOPPING EXPERIENCE

21. PAGE
•A Secure Sockets Layer (SSL) certificate is a digital certificate
that authenticates a website’s identity and enables an
encrypted connection, preventing anyone else from
intercepting the information that’s sent between systems.
• If you don’t have one, your website visitors will see ‘not
secure’ in the search bar when browsing your site, reducing
the chance of you turning your browsers into buyers
21
5. GET AN SSL CERTIFICATE

22. PAGE
•A trust badge is an icon you can place on your website to
help tell shoppers that it is trustworthy. They act similarly to
the badges that restaurants display to show their health
rating or review scores.
22
6. DISPLAY TRUST BADGES

23. PAGE
•All shoppers have a preference when it comes to paying.
That’s why you need to offer the payment methods your
customers want to use when they check out.
•Offering various methods also helps show that you’re a
legitimate seller.
• Data shows that offering the right payment methods is the
main reason European consumers return to buy from an
online retailer, with 89% of shoppers saying it influenced
their buying decision.
23
7. OFFER THE RIGHT PAYMENT METHODS

24. PAGE
• The 2018 CIGI-Ipsos Global Survey on Internet Security and Trust findings
show that over half of internet users surveyed around the world are more
concerned about their online privacy than they were a year ago, reflecting
growing concern around the world about online privacy and the power of
social media platforms.
• Just to name a few,
 Lack of regulations, legislations, policies for better consumer protection
 Lack of awareness and education for the consumer and his/her rights
 Lack of data privacy
 Lack of transparency in contracts (lengthy and unclear contracts)
 Lack consumer redress mechanisms
 Lack of cross-border eCommerce regulations
 Lack of cross-border Commerce redress mechanisms
 Lack of online redress mechanism
 Lack of protection against cybercriminal
 Quality of products and value for money
24
What is causing mistrust in
eCommerce?

25. PAGE
•When customers leave, it’s almost always because they don’t
feel appreciated. Nearly 70% of customers who quit doing
business with a company said it was because they were
treated with indifference.
•Customers felt like the people they dealt with didn’t care
about them. That’s the same reason people walk away from
romantic relationships and friendships. People want to feel
appreciated and loved in all they do.
•Beyond thanking customers every time they contact you,
make it a practice to show appreciation quarterly — with
snail mail cards, email, promotions or special customer
events.
25
1. LACK OF APPRECIATION

26. PAGE
•Customers believe what you say. Fail to do what you say, and
they’ll lose trust immediately
•Promises are left unfulfilled when deadlines are missed,
responses to requests for help or information are delayed or
ignored, orders are incorrect or wait staff are unreliable.
• Promises build expectations. When expectations aren’t met,
companies lose credibility.
26
2. UNFULFILLED PROMISES

27. PAGE
•Over time, customers’ expectations grow, and they’ll want more
out of their relationship with an organization — much like how one
person in a young relationship starts to look for a bigger
commitment, and perhaps a ring and future together.
•Customers’ trust grows as their rewards for being loyal — and
possibly becoming advocates — grow.
•First customers need to be recognized for their loyalty — perhaps
with “gold” or “elite” status so all employees and fellow customers
know about their loyalty. Then, to show that trust is
mutual, rewards such as access to specialized help and trials to
new products and services should be given.

27
3. NO REWARDS

28. PAGE
•It’s well-known that the cover-up to a crime is almost always worse
than the crime itself.
•The same goes for a business mistake. Covering up, rather than
fessing up, will cause far more damage than the actual error.
•On the bright side, customers understand that mistakes happen and
won’t stop trusting you for a slip-up. But covering up an error, only to
have it revealed later, is a deal-breaker.
•So when mistakes occur, notify customers immediately, giving them as
much time as possible to adjust. Then tell them how you’ll fix issues
and take steps to avoid them in the future.
28
4. COVER-UPS

29. PAGE
• There is no business without consumers. And there is no consumer without a
business.
• Only through collaboration can we achieve this! And this has to be a two way
relationship
•We all need to come along and trade on the same
terrain. The terrain of trust
29
What can be done to build
this trust?

30.  2018 CIGI-Ipsos Global Survey on Internet Security and Trust CIGI-Ipsos, 2018
 2017 Affordability Report, A4AI, 2017
 How a dorm room Minecraft scam brought down the internet’, Wired, 2017
 https://www.consumersinternational.org/media/154869/ci_connecting-
voices_2017_v2.pdf
 https://www.consumersinternational.org/news-resources/blog/posts/expanding-
access-to-smart-devices-and-mobile-
internet/?utm_source=CI+Staff&utm_campaign=8f59250fd3-
StaffMarch+2019ENewsENG&utm_medium=email&utm_term=0_27ec5755f3-
8f59250fd3-79289803