Ecommerce is an industry that sees al ot of customers coming and going through your proverbial doors. When you have a high volume of customers (all going well), then you’re also going to have more customer complaints. Sometimes, there’s not a lot you can do to stop a customer from not being happy with the experience that you provide, but sometimes, systemic issues in how you handle your business can make them a lot more common than they need to be. For that reason, we’re going to look at some of the most common sources of complaints, as well as the solutions you can put in place to deal with them.
A Poor Website Experience
The aim of any ecommerce website is simple: to make it as simple as possible for customers to learn more about and complete their orders for the products within. As such, if your website is plagued by poorly written content, bad navigation, and layouts that make it difficult to spot where the next step is, then it’s only natural that your customers might abandon the process before that all-important point of conversion. Working with a professional web designer to build a great website can be vital for the success of your business, especially if your business is growing and you have been working with a builder-made website that’s not able to handle the increasing scope and complexity of your business.
Receiving Incorrect Or Damaged Items
It’s likely to happen now and then, but every time a customer receives the wrong product or an item that has been damaged, it’s going to lead to a major loss in trust in your brand. Not only are they an inconvenience for the customer and likely to affect your retention rate, but they also directly contribute to growing delivery costs due to returns and replacements. These issues almost always stem from rushed fulfilment processes or inadequate packaging. Ensure that your warehouse, inventory management, and delivery processes have quality control checks, and invest in high-quality packaging materials to reduce the chances of your goods getting damaged in transit.
The Product Doesn’t Match Their Expectations
Even if your customers received the right product on time, that doesn’t mean that their satisfaction is guaranteed. Sometimes, customers simply don’t gel with your product for reasons beyond your immediate control. However, this problem can be exacerbated by descriptions, images, or other communications that don’t accurately depict the quality and features of the product. Avoid overpromising in your marketing and make sure that product photos and descriptions are as accurate as possible, with clear details on things like product sizes and specifications to avoid any degree of inaccurate expectations.
Late Or Unreliable Deliveries
By far one of the major drivers of customer complaints in ecommerce is issues with their delivery. Your customers expect you to be able to get their orders to them on time, especially if you promise specific timeframes, and any delays can lead to damaged trust from their end. Even if it’s a local courier handling the delivery, customers are more likely to blame your brand. As such, unless you’re completing deliveries entirely in-house, working with 3PL fulfilment providers is one of the best ways to make sure that your picking, packing, and deliveries are handled to the best possible standards. When customers can’t rely on your shipping process, they’re less likely to order again.
Poor Order Communication
Making sure that your customers’ orders get to them on time and in good condition is vital; even before that, they should have some peace of mind that it’s going to go as expected. When you’re lacking in the communication department, such as not sending confirmation messages for your orders, not providing shipping updates, or being slow to answer emails about specific orders, they can get frustrated quickly. Silence often leads customers to assume something has gone wrong, which can lead to a more negative perception of the ordering process, even if, in reality, the delivery is going just fine and the package arrives with them on time. Keep customers informed not only to keep them happy, but to make sure your customer support team doesn’t have to deal with unnecessary tickets.
Complicated Or Slow Return Processes
Even if you do your best to reduce problems with the products and delivery process, you’re likely to have to deal with returns once in a while. Sometimes, customers simply change their minds about a product. This doesn’t have to be a big deal. What can make it a big deal, however, and a source of complaint,s is when your returns process is more difficult than it needs to be. Customers expect returns to be simple, fast, and clearly explained. If they struggle to find your returns policy, wait too long for refunds, or face complicated steps, you’re going to end up hearing about it. Ensure that you have clear policies and return instructions for your customers to follow. Treat returns as part of the customer experience, as you might be able to turn them around for future sales if you treat them with decency and respect during the process.
Poor Customer Support
Your customer might have a complaint or an issue they need help with, but if you’re not able to give them the time and attention they need, then you can expect those complaints to multiply. Worse still, they might turn to review sites and external platforms, which can negatively shape your brand’s reputation, as well. As your business grows, it becomes increasingly important to invest in thorough customer support teams and processes, whether you hire internally, use outsourced customer support professionals, or even implement chatbots and other automated tools that can help you deal with the most common or predictable complaints more easily. What’s more, make sure you don’t react to complaints in a combative or inflammatory manner. Even when you’re in the right, it’s rarely a good look for your business.
Take your customer complaints seriously. When they’re not just an opportunity to vent some frustration, they can offer some real insight into how to make your ecommerce business even more successful.
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