Three most common customer service complaints and how to handle them

In August this year, a study published by the Institute of Customer Service revealed that in the UK, 43% of online consumers declared not buying a second product or service from an organisation, after having experienced less than satisfactory customer service. All customers expect and demand an excellent customer experience whether they are buying online or from a brick and mortar store. Therefore, if brands don’t provide a premium customer experience, they risk losing their customers to their competitors. In this article, you will learn how to handle the most common customer service complaints your brand can encounter online. 

Read more: 5 tips to enhance your online customer experience

#1 Not providing your online visitors with a solution to their issue the first time they contact your customer service team

Second chances are hard to get with online consumers. One day they are contacting you and the next they are talking to your competitors because you didn’t offer them what they wanted. It’s hard to compensate for your errors. Therefore, it’s crucial for your brand to always do its best to resolve issues coming from customers and prospects as soon as possible.

Key customer service tools: ubiquity and expert advice 

Customers expect to be able to interact with brands everywhere, anytime and in real-time. Therefore, the major challenge that brands now face is ubiquity. They have to offer qualitative advice at all times across all touch points. In order to do that efficiently and without wasting time, brands can use a conversational commerce platform. This way they can centralise all their customer interactions and respond to them as quickly as possible from one single platform. It’s also important for agents in customer service teams to talk to each other when they don’t know how to respond to visitors’ questions.

Read more: White Paper: customer experience in the age of conversational commerce

#2 Slow or inconsistent response in a multichannel strategy

Almost everyone has encountered the situation when, as a customer, you are waiting for a long time to be connected to an agent. This kind of experience is very frustrating for customers and prospects. They want the right answer and they want it fast. If customers and prospects contact customer service teams across different channels and don’t get consistent answers, they’ll never reach out to the brand. They’ll contact its competitors as they’ll fear the brand is not an expert in its field.

Seamless customer journey and trained customer service teams

Customer service is a very important department for your brand and it’s not something you should take for granted. Customer service teams are a reflexion of your brand’s quality. Therefore, your customer service agents have to be well selected and trained! Not only should they be able to offer expert advice but they also need to be prepared to respond to shoppers on multiple channels. As previously said, it’s important to centralise all online interactions from your customer service team so no time is wasted when responding to customers on the channel they are interacting with your brand.

Read more: How to recruit your team of online customer service agents

#3 Being impersonal or giving automated answers to your online shoppers

It is fruitless to interact with your online visitors using a generic approach. Impersonal answers or automated tips are not well-received by your website visitors: they won’t feel cared for and are not likely to contact your brand again.

Personalised customer service and customer satisfaction rates

It’s important to treat your customers and prospects as human beings. There are easy ways to make them feel special without doing too much: you can interact with them by using their first name; or ask them about their specific needs to provide the best possible assistance. The more you know about your online shoppers, the better you can guide them towards the right answer. You can also learn more about them by using innovative solutions like predictive targeting.

Read more: Predictive Targeting and the future of the customer engagement journey


To make your customers and prospects happy, the best thee tips are: always listen to their concerns, make them feel special and make their voice heard.  


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