As competition in the cross-border e-commerce industry becomes increasingly fierce, high-quality customer service becomes increasingly important. Improving customer service quality and establishing customer loyalty to products or services can win customer trust and win the market. Specifically, the role and significance of cross-border e-commerce customer service are as follows.
(1) Helping to shape the corporate image
In the process of purchasing goods, customers will be exposed to the service attitude, service methods, service level and quality of cross-border e-commerce customer service personnel, and will make objective evaluations of these aspects and make positive comments on high-quality customer service. Therefore, high-quality customer service helps to establish a good corporate image. A good corporate image is a guarantee for enhancing customer trust, which can increase the company’s sales volume and win customer reputation for the company.
(2) Can improve the transaction rate
Cross-border e-commerce customer service personnel are the image representatives of the company, the front-line personnel of the company, and the group that directly contacts customers. The quality of their service directly affects customer satisfaction, thereby affecting the transaction rate of sales. Customer service personnel answer customers’ questions in a timely and patient manner, such as pre-sales consultation on products and logistics conditions, so that customers feel assured and reliable, and the service quality is good, which can encourage customers to buy. On the contrary, if the customer service staff is indifferent and does not respond to customer inquiries, customers will turn to other suppliers with better services, which will cause the store to lose orders and cause losses to the company.
(3) It can improve customer return rate
The competition in the cross-border e-commerce industry is very fierce. The cost of acquiring new customers is much higher than the cost of winning repeat customers. This is because companies need to spend a lot of money on store traffic diversion, business promotion, etc. to attract new customers. In addition to the good quality of the products themselves and regular benefits to customers, excellent service quality becomes the key to converting first-time customers into repeat customers or even die-hard fans. Enterprises should improve the after-sales service quality of cross-border stores through various means, improve the comprehensive after-sales service level of enterprises, provide customers with high-quality shopping experience, win customers’ second, third and multiple purchases, and win long-term benefits for enterprises.
(4) It will bring better customer experience
Cross-border e-commerce enterprises should establish a complete service system, including service content in pre-sales, sales and after-sales, to meet customers’ service needs. For example, when a customer buys online, he can only judge whether the product meets his requirements based on the product pictures or videos. He may give up the purchase due to uncertainty, but excellent online customer service staff can meet the customer’s needs and answer their unexpected questions one by one, providing them with thoughtful help, making up for the customer’s poor online shopping experience.