In this webinar, we discussed how over 100 eCommerce businesses are using CS insights to do root cause analysis on customer pain points and succeed in new markets.
Watch the recording, or read the highlights below to learn about:
🗝 The key considerations when expanding support to new markets. Hear how MakesYouLocal are helping organizations to navigate local nuances.
📈 How to gather actionable solutions for improving CX through support insights.
🔀 The benefits of smart routing to prevent backlogs during surges in customer contacts.
🤖 How harnessing the latest generative AI is bringing actionable understanding of customer issues and root causes.
What do MakesYouLocal currently use AI for?
"We've been very focused on incorporating AI into our customer service offering. We've introduced automated tagging, so that now we don't have to rely on people to tag conversations, and with that automated tagging we're accessing deeper insights into our support conversations." - Tobias Riis Christensen, Automations Manager
Since MakesYouLocal implemented automated tagging, they benefit from faster, more consistent and more granular data than they have ever been able to access with human tagging.
The AI then goes a step further by automatically turning these tags into real-time insights in the form of an intuitive dashboard. Tobias' team use these insights to monitor trends, spot spikes in customer issues and have a live ear to the ground on what customers are talking about.
Another clever use for AI at MakesYouLocal is in their conversation routing, where customer support tickets are automatically routed to specific agents, based on the context of the ticket and the agent's skill-set.
Auto-routing can lead to quicker resolution times and happier customers by ensuring that customer issues are always being handled by agents who have the best skill-set to resolve them. It can also enable support teams to train new agents more efficiently, by routing 'simple' queries to them while they get to grips with the role.
What are some common challenges eCommerce businesses have when expanding to new markets?
MakesYouLocal offer support and internationalization solutions for over 120 eCommerce businesses. When an organization is looking to grow and expand their market to a new country, they may not be aware of all of the operational and cultural nuances that can be expected.
"It's not as easy as just translating the website and then copy pasting the information.There can be a lot of differences in expectations to figure out too. For example if a German company wants to connect with Swedish consumers, they might not realise that Swedish markets prefer using Klarna and Step to PayPal. Or when it comes to distribution, they may expect you to use local courier services or different delivery methods." - Tobias
"The most common challenge we see is when organizations are stuck in their own roots. If you have a shop in Denmark which is very successful and you know what works for your Danish market, that doesn't mean you'll know what works for the Swedish consumer. And that's where we come in, to provide localized support and help you to navigate these differences." - Laura Maria Ravn, eCommerce expansion specialist
Cultural and operational differences can exist across markets in many ways, and appealing to these expectations can be the difference in succeeding abroad, which is why engaging with specialists in localization is definitely something to consider if you're looking to expand your business.
What are some of the opportunities that exist in customer service to help overall business success?
"Customer service is not limited to answering the phone and solving issues as they come up. There's a lot of opportunity in customer service to contribute to business growth, because if your customers are happy, they will continue to come back and might even tell their friends." - Laura
Speaking with particular experience in the Danish and Swedish markets, Laura gave a good example of how although these markets may speak English well as a second language, providing them support in their primary language is often much more comfortable for anyone, so localized language support is a great way to remove a potential blocker to success for customers.
"Customer service can also provide a huge opportunity to the rest of the business with the insights that you can get from tickets. If you look at your own website, you know where everything is so you may not realise if it's not very intuitive for new customers." - Laura
Having AI powered customer support insights allows you to gather granular feedback for your wider teams so that you can make improvements in your products, processes and platforms.
Product teams can access quantified, objective customer feedback, which can help them to prioritize their roadmaps in line with what's affecting customers the most. This approach can then lead to happier customers, therefore better retention and revenue!