Email Applied: Email’s Mounting Role in Customer Service
Delivering best-in-class service is an important competitive differentiator, so every customer interaction needs to be positive. Email is a powerful tool for strengthening customer service and increasing user confidence in your site and company.
Effective use of email for customer service begins with regular email communications. Your template should inform recipients of helpful site features and services, and include ways to contact you.
● If you have a toll-free number, feature it in your email. Recipients might prefer to speak directly with one of your customer service reps (CSRs) for questions or problems.
● If you have site features such as a gift registry, store locator or gift reminders, include links to these services in your email.
● A preference center where recipients can update personal information, interests and communication choices is a valuable adjunct to any email program that allows consumers to control their relationships with your company.
Also consider including a "Contact Us" or "Customer Service" link in the footer of your template that brings people to your customer service page. At a minimum, that page should include information on how to call your CSRs and a form for individuals to submit their contact information with questions or comments.
It's also a good idea to provide information on when customers should expect you to reply. Some sites include an option for live help, where customers can chat with customer care specialists online.
Effectively using email for customer service extends to other types of emails as well. Automated emails such as welcome messages, order confirmations, shipping confirmations and back-in-stock notifications all are forms of customer support and provide the opportunity to increase customer satisfaction.
Any merchant should have these messaging programs in place. They create richer and more relevant user experiences that recipients like, and typically have much higher open rates compared to other emails.