How to organize consultation through website online store
Organize Consultation of Online Store
How to organize consultation through the website of the online store or how I quarreled with the magazine. In the summer, on a sunny beach, a representative of the General Director magazine contacted me and asked me to write an article for publication. Even though I was on vacation, I graciously agreed to this request. Well, since I’m really “sick” with e-commerce, it’s easy for me to write it.
By the pool with an iPad in my hands, in my article, I opened the topic of counseling via the Internet. After the preparation of the article, we agreed on it and put it in the print queue. Everything would be great, but when I saw the magazine itself I was shocked. As my article was severely trimmed and left only a comment. Although all the material was rephrased and rewritten by another author in a slightly different way.
Well, okay, editorial policy and everything. I just do not like the fact that you cannot read this article in full in the journal itself, so I attach it below, especially for you, my readers!
Tells the practitioner
Dmitry Soloviev Head of Development of Internet Projects “PARAD”, Moscow
There are two strategies for running an online business/online Store:
Cost Reduction
It is necessary to minimize the work of people, and counseling is not always profitable. For example, for companies selling books, and tickets online consultation will not work, because will have to keep a huge staff of management consultants, and the profitability of a single product is not so great.
Also, the difference is that the business itself is built in such a way as to maximize the automation of work and minimize manual labor, and online consultants are manual labor.
Customer’s Contact
particularly suitable for businesses involved in the sale of complex products or luxury goods. Online consulting is a great way to increase the conversion of a contract to a sale, and one sale can more than cover the costs of a consultant.
I believe that the consultation window should be in the same place so that a person can get used to it, and also it should be noticeable. The main thing is that the consultations should not interfere with the client’s orientation on the site, do not close the goods, and should not be too intrusive.
For example, we have a bubble in the lower right corner, in which there is a call to action – “Any questions? Ask them right now! ” If the visitor does not like this message, he may close it, and will not bother him further, however, a small field for calling the chat will be permanently available.
It’s quite simple to get a ready-made program for consultation on your website: you need to register on the service’s website, enter your login and password, get a special code, and install it on your website – it’s three minutes. Of course, you can develop your service, but I do not think that there is a need for this, because a fairly large number of such services appeared on the market, I listed the most interesting ones in the table.
Most online chats allow you to work in two modes
when the operator is online and when he is offline. In the first case, the communication takes place in the chat, i.e. online. It is best to answer “technical” questions on such a channel: color, material, size, availability, delivery, etc. If a user has questions of a subjective nature, for example, “What do you advise me at such and such a size”, it’s best to find his phone number and call back.
If the operator is not online, the system should automatically ask the user to enter their www.hotmail.com and question. This message goes to the postal address of the operator who will respond to it as soon as it is received. By and large, this is a feedback form, deferred communication.
Evaluating the effectiveness of online chat is not difficult. We have, for example, got a special identifier for incoming orders – via chat. Those. All incoming orders that come to our system are entered with an identifier.
By Phone or Online Chat
If the order is received through the basket, it is automatically entered; if the order is received by phone, the system receives the order receipt channel – “by phone” or “online chat” and the corresponding identifier is entered. These prefixes always allow you to track how the order is entered. This is our development, but this functionality allows us to solve almost any CRM system.
Data analysis suggests that many online consultations help customers make a purchasing decision, mainly when there are doubts – after all, calling the store and asking the question of interest is not always convenient, especially for young housewives who have children sleeping.
In our online store, the functions of answering questions in the chat and email addresses are assigned to customer service managers. These are the same employees who take incoming orders over the phone and process the initial orders of orders through the basket. Those. They are fully competent in the product, work conditions, and order status.
I would also like to note that there are additional communication tools with visitors or customers of the site.
In addition to online chat, which allows you to adjust the feedback
These are services of collective knowledge bases and customer support forums, by and large – services of their online communities. The meaning of services lies in the fact that visitors ask questions, leave feedback, make suggestions, or report an error, and employees, in turn, answer them.
All questions and answers are available for viewing by other visitors.
For foreign services, one can mention http://getsatisfaction.com
From domestic services http://copiny.com
Also, relatively recently, a new way of communicating with customers – a web call. The point is that the site owners install a special button on the site, and a visitor, when clicked, initiates a call to the company. For a call, you do not need any equipment; it is enough just to have speakers (headphones) and a microphone, which are on almost any computer or laptop.
The call from the computer’s browser is redirected to any phone number. This service was launched by a Russian company. Which is now actively developing and providing its service to the whole world.
http://www.zingaya.com/
And for a better understanding of the organization of counseling through the website of the online store. I attach a table of comparative analysis of these methods.
