Customer relationship management: mistakes to avoid

What better way for e-commerce sites to stand out from the competition and build customer loyalty than through effective customer relationship management? According to a study, 93% of shoppers make repeat purchases from a company after a positive customer service experience. That’s why avoiding certain mistakes in managing your customer relationships is crucial.

• Not relying on the right KPIs:

Choosing the right KPIs is essential: they’re what will help you optimize your customer experience. You must select key performance indicators that are relevant to your business. They’ll allow you to measure the efficiency of your processes and the performance of your teams.

• Focusing solely on the post-sale stage:

You can’t afford to wait until a prospect becomes a customer to start managing the relationship. A potential buyer may need assistance when they land on your site, when adding a product to their cart, during checkout, and more.

• Not personalizing all responses to queries:

To deliver an optimal customer experience, you need to strike the right balance between automation and personalization. Ideally, you should create a perfect synergy between human touch and technology. You can use a hybrid chatbot, pre-recorded responses, a dynamic FAQ, and, at best, a digital assistant.

• Redirecting the customer to a channel they didn’t choose:

If you offer multiple communication channels and a customer reaches out through one of them, you must respond on that same channel. If you steer them toward a channel they may not prefer, you risk losing them.

• Not using conversation history:

According to a study, 72% of customers expect an agent to know their contact details, the product in question, and their customer service history as soon as they reach out for support. Use data from past conversations to inform your future interactions with the same customer.

• Not responding within the customer’s expected timeframe:

Avoid this mistake at all costs. Research shows that 15% of visitors leave a site after waiting more than 30 seconds. Meanwhile, 22% expect an instant response, and 50% have already engaged with homepage triggers. Not long ago, digitalizing customer relationships was a growing trend. It has since accelerated due to movement restrictions. In France, 41% of shoppers say they rely more on digital channels than before the health crisis. Customer service standards have evolved, and consumers now expect them in every interaction.