In eCommerce, Service Level Agreements (SLA’s) are synonymous with marketplaces who use them to ensure third-party sellers deliver customer service to their clients within an acceptable time frame.
They’re often perceived as drudgery imposed on sellers, but clearly that marketplace wants to ensure its brand remains in high esteem amongst its customers, as poor response times can damage their brand.
But what about sales from your own branded website? Is there value in implementing SLA’s there too?
For sure!
Why SLA’s matter for your branded website
Indeed one could argue that SLA’s have even greater importance on your own site. Unlike on marketplaces, the customers there are your customers … they may be frequent buyers, VIP’s, high value, low value etc… but they are yours! So treating them well will ensure they stay with you and buy more.
Breaking down customer queries: pre-sale vs. post-sale
Let’s break customer queries into two broad categories: Pre-Sale and Post-Sale.
For Post-Sale queries, the customer is often looking to solve a problem. Where’s my order? Can I change it? Will it run in the wash etc. etc. Answering in a timely manner ensures they hold you in good stead and will consider purchasing from you in the future.
It could equally be held that every customer interaction presents an opportunity. Bought the printer… you know we sell ink? Bought the dress… Here’s a link to our new range!
Answering post-sale enquiries quickly lets the customer know you’re important to them.
And everyone knows selling to an existing customer is a whole lot easier than paying to acquire a new one!
For Pre-Sale queries, slightly different rules apply. The issue is likely coming from someone who has never purchased from you in the past. These queries are even more important than those from previous customers.
There’s a tighter time to solve. If I don’t get a reply within a few hours, I’ll simply head back to google to find someone else… and you’ve lost the sale!
The query represents the opportunity to recruit a new customer. The potential lifetime value of that customer could measure significantly more than the cost of the product about which they’ve queried.
So there you have it – implementing SLA’s for customer support on your own site should be perceived as VIP…. arguably more important even than the marketplace SLA’s we all know and love🙂. If you want to grow your brand and improve its perception amongst your customers, consider setting SLA’s that are even more aggressive than those set by marketplaces. They are your customers after all!
How eDesk can simplify SLA implementation
eDesk is a helpdesk built for sellers like you. Implementing SLA’s for your own site is simple to configure and will help you ensure your customers get the best support possible.
Final thoughts
SLAs aren’t just a marketplace necessity; they’re a strategic tool that can significantly enhance customer experience on your branded website. By implementing and adhering to SLAs, you demonstrate your commitment to customer satisfaction, which in turn builds loyalty, drives sales, and strengthens your brand.Ready to take your customer service to the next level? Start a free trial with eDesk today, or book a demo to see how we can help you implement SLAs that will delight your customers and boost your sales.
