Contact Centers, the human factor of ecommerce

Services or customer contact centers arise at the obvious need to provide users with a multichannel experience to facilitate and achieve a personal, prompt and professional communication. Thus, his encounter with the eCommerce involves the key boost sales by a logical and simple reason: humanize electronic commerce.

The humanization of eCommerce

Ecommerce, or e-commerce is no longer the future is the present, and the figures prove it. According to the latest official data provided by the National Commission Markets and Competition (CNMC) over 2015 revenues of eCommerce in Spain it rose by around 27%, representing a total located around 5,000 million euros. The number of transactions also increased significantly by 23%, with nearly 70 million operations only during the first half of the year, with travel agents and tour operators, with 19.6% of total turnover, air transport, with 13.3%, and fashion, with 6%, industries most successful eCommerce.

Thus, the figures on the table, the eCommerce in Spain not only strengthened and consolidated, but shows a clear and powerful growth trend. But despite this, even 59% of digital businesses lacked a chat customer while 44 % admitted that had not implemented “online tools satisfaction.”   Without tools to ensure customer satisfaction, how do you get then hold him? How to increase sales of eCommerce where physical contact between buyer and seller has disappeared? It is right here that come into play contact centers as a key to human nature provide customer support through digital channels.

Contact Centers and eCommerce, a necessary relationship

All studies on the subject published so far show that the customer wants a multichannel experience to solve your problems with the supplier of a product or service, you want to choose between one or the other means, but most of them also prefer human communication this process and say they are willing to change company if it is guaranteed a service optimum customer. The quality of care is the added value that makes the difference between competitions and allows retain a fully satisfied customer. Contact Center humanize eCommerce, provide a higher degree of customer satisfaction, client loyalty and will therefore facilitate an increase in sales.

Ecommerce is not only to sell, requires human action, and here lies the key to its success. Proof of this is that the Contact Centers and form an integral part of electronic commerce: in 2015, calls received in campaigns such as the Black Friday and Cyber Monday increased by 22 % over the previous year, being helpful customer facilitating and improving their experience throughout the process. This results in a more satisfied customer, and a customer who will return, translates into more and better sales.

The user is increasingly diverse and self-sufficient, but the phone is still king”

As we see, the phone is still king, and that half of customers come from generations that are not yet fully accustomed to online communication tools . Even so, the user profile is increasingly diverse and self-sufficient, which facilitates the implementation of a multichannel experience through chat, email, social networks, Click- to-Call or assisted navigation. More and more the middle- aged and older people entering the digital world (eg in Spain, two thirds of those over sixty years and regularly access the Internet), and this requires contact centers endowed with employees continuously formed to ensure greater satisfaction customer possible.

Immediacy and mobility

The immediacy and mobility are two other key factors to provide contact centers applied to e-commerce to make the experience fully satisfactory customer. More than half of Internet users access via mobile devices (smartphones or tablets), and this, on the one hand, implies need for immediacy, as if they expect to not get home to try to solve their problems, not want wait for an answer; on the other hand, it raises the need for access to these services customer, either by using chat, e-mail, social networks or any other, has been fully optimized for mobile devices.

The X Generation or Millennials Generation, those who have grown up in the era technology-digital and now are around thirty years or less, have a higher degree of self-sufficiency and are increasingly turning to FAQs or frequently asked questions to solve his doubts, but this does not mean neglecting the other channels and therefore other users, nor that these young people will not want to use or the availability of other online tools satisfaction.

Main tools: chat, Click- to-Call and social media

There are three main tools to ensure full customer satisfaction within the eCommerce: The chat is presented as the most economical and at the same time efficient option. It brings the best of the phone call, immediacy, and without its less positive aspects such as jumping expect extension extension. It also reduces personnel costs for a single employee can effectively serve multiple clients simultaneously, reduces infrastructure costs ( local ) and supplies (energy ) increases conversion rates , can identify, customize and thus improve the relationship with customers.

Another of these tools is Click- to- Call, a button that is located on the website of the company allows the client to initiate immediate contact from phone to phone. The user will receive an immediate phone call to the number entered and selected directly from the department, so its advantages in terms of human, personalized and immediate treatment are obvious. Finally, social networks, especially Twitter and Facebook, are a way of attention to customer increasingly used, especially among younger generations.

In fact, more than half of brands use social networks to respond to customers within the same day. On a less positive factor to this experience noteworthy that negative comments on social networks, given its public nature, affecting the purchasing decision from other customers or potential customers so in this case, the immediacy of response and achieve maximum user satisfaction are probably more crucial than ever.

In conclusion, we can say that contact centers bring to the experience eCommerce the desired human factor and demanded by the vast majority of users within a multi-channel communication options reporting added and differentiating value to the brand, while they are essential in user satisfaction, their loyalty and increased volume of business.