The conversion rate is an ideal means to measure the efficiency of a business. A company can have one of the best offerings in the market, yet most its prospects abandon the purchase and hesitate to convert into customers. Inefficient customer service has often been one of the primary reasons for low conversion.
However, it’s essential to view the whole context before coming to a conclusion. There are numerous statistics and facts to prove that focusing on customer-service can yield high dividends. However, it is also true that it’s a mix of many other things, with customer service being the primary component, is what it takes to deliver the goods that churn out a greater conversion.
The possibility of conversion rate is highly dependent on the value proposition, which makes it a crucial conversion factor. Value Proposition can ideally be defined as the single most important reason you would give to your prospective customer to buy from you.
If you want your customer service to improve the numbers related to the conversion rate, then it has to be your unique selling proposition. It means, when you compare all other factors like the product, price, etc., with your competitors, it’s your customer service that has to be the on top of the list.
Also, when you talk about customer service, one must also take into considerations the various channels and methodologies that essentially go into increasing the conversion rates. Here are some of the ideal methods that can go in improving the conversion rates with customer service.
Make it easy for the customers
When you ask customers to do things which they do not like, it can reduce the overall Customer Experience. For instance, if you are selling a product that requires a considerable amount of assembling, then the customer may not like the idea. But when you assure them of providing the required support, it might reduce their inhibitions.
Again, the kind of support you provide to reduce the efforts can play a vital role. A demo manual along with easily accessible online demonstration will further reduce the efforts on the part of the customer. Moreover, when the customer still doesn’t get it right, sending one of your technicians to get the product assembled is sure to add to the experience. When your potential customers are aware of this exceptional service, they will have enough reasons to buy from you, rather than your competitors. This, in turn, will help boost your conversion rate.
Build a DIY/knowledge-base with FAQs
It can become difficult for firms to manage the increasing number of queries. The ideal way to deal with it is to give your customers free access to your knowledge base that answers their queries. If you have your staff answering the same questions time and again, it will lead to exhaustion of valuable resources.
If you wish to improve your online channels to deliver enhanced customer service, then you can provide your customers with web self-service tools. Easy access to FAQs and their answers on each product page, with efficient tools to easily find other information, is an ideal way to deal with growing knowledge-based queries.
Instead of picking up the phone to get their queries answered, customers can get instant answers using such self-service techniques. This not only improves customer experience but also lowers the customer support costs along with product page abandonment rates.
Initiate trust-building measures
When you want your customer service to increase conversion rates, it’s important that the potential customers trust your team. For instance, let’s consider a customer calls into compare your product with your competitor’s. When he gets to hear only bad things about the other products while everything is just perfect for your product, the chances are that he might not trust you. For this reason, giving a true evaluation of your product, while also accepting the evident positives of your competitor’s product is important to build trust.
As per a renowned sales expert, there are only four reasons why one wouldn’t buy from you. People don’t need your product, or they can’t afford it, or they are busy, or they simply don’t trust you. Nothing much can be done about the first three, but as a customer service team, you can do your bit to build the trust factor. We can’t do much about the first three reasons, but we can build trust. Add trust elements to your website and see your conversions increase.
Additionally, you can showcase the different avenues through which you can be accessed, along with your presence on various social media channels. If you have listed a telephone number, it is also important to ensure that someone in your team answers the incoming calls. Furthermore, when a customer is in need of specific information, directing him or her to the right channels in your company to get those queries answered is important.
These are some of the primary techniques that can be followed to enhance customer experience through customer service, which in turn leads to better conversion rate. At the end, Sales personnel can do their best to drive the leads through Sales funnel, but it is still left to customer service to retain the customers and improve the overall bottom-line of the company.
- Numerous stats and facts prove that focusing on customer-service can yield high dividends.
- Offering customer service to reduce overall customer-effort can help boost conversions.
- Easy-to-access FAQs on each product page, with efficient tools to easily find other information, is an ideal way to deal with growing customer queries.
- When you want your customer service team to increase conversion rates, it’s important that your team is trusted by the potential customers.