As a manager of customer experience and retention, I've seen my fair share of customer service challenges. I even co-host the Oopsie Podcast, where we chat with leaders in DTC about their biggest on-job mistakes. 

While the occasional error is inevitable, these random blunders don’t determine the quality of your company’s customer support. It’s really about how you address not only these one-off situations but also the bigger challenges that customer service teams face, day in and day out. 

In this article, I'll talk through 12 of the most common pitfalls plaguing growing support teams, and give actionable advice to resolve each one. 

With some awareness of these challenges, and the right systems to solve them, you’ll set your team up for success and give your customers the A+ experience that keeps them coming back.

Team management and resourcing challenges

Striking the right balance of staffing and skills for a customer service team is tricky. Under-resourcing leads to agent burnout, but overstaffing drives up costs and causes even bigger problems. 

Use the strategies ahead to better allocate your company resources, increase the productivity of your team, and maintain consistent service quality (without going over budget).

1) Proving the team’s ROI and getting buy-in for additional agents and tools

Let’s bring it back to basics for a moment: a customer support agent’s job is to answer questions and address customers’ problems, along with maintaining incredible feedback loops. However, too many teams strictly focus on clearing the ticket queue, measuring the impact of their support teams with non-business metrics like response and resolution times. 

Of course, these customer support metrics are important. But they’re only pieces of the larger picture of your team’s impact on the business.

Another common pitfall? Aiming for overly broad goals of “surprising and delighting” customers without a real understanding of how support impacts the whole customer journey or business ROI. 

The reality is that customer experience (largely driven by the support team) has many touch points across the entire customer journey (from pre-sales to post-sales) that lead to more sales and customer loyalty.

It’s important for your customer service team to proactively measure and prove ROI. Without knowing how much money your customer experience (CX) drives, you’ll never: 

1. Actually understand the impact you're having on the business 
2. Learn about the biggest opportunities to improve your CX 
3. Have up-to-date data about your impact on revenue to ask for more resources from company leaders 

Solution: Shift your support team’s metrics and KPIs

If you only measure first response time and average handle time, you're only seeing whether your agents are good at answering tickets. Not whether they’re boosting revenue. 

Expand your KPIs and reporting dashboard to track customer retention rate (CRR), customer satisfaction (CSAT) score, and conversion rate from customer service conversations. 

If those are your base measurements, you'll incentivize support team members to act more as sales agents by reaching out to customers proactively to suggest products. This encourages happy customers to leave product reviews and other tactics that boost revenue. 

And if you use Gorgias, like my team at Chomps, you can focus on CX-driven revenue even more with this Revenue Statistics dashboard:

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2) Hiring quality customer service agents at scale

As your business gets bigger, it’s tougher to build a team that provides high quality customer support. 

Growing a team? Easy, lots of people are looking for jobs. But scaling with the right people? That’s another challenge entirely. If you hire low-quality agents and provide poor training, your team’s morale, performance, and ROI will begin to snowball:

Solution: Hire agents like they’re sales associates

Hiring skilled customer service reps — that you compensate competitively — is the first key to solving this challenge. People often view customer service as a junior, anyone-can-do-it kind of role. That’s just not the case. 

Especially in ecommerce, customer support has a huge impact on revenue. Between pre-sales support and post-sales conversations that drive loyalty, it makes much more sense to hire support reps as though they are sales associates. Because, in many ways, they are. 

Once you hire an all-star team, choosing a customer support platform that includes built-in product training (like Gorgias Academy) can improve your onboarding process. Base your training on real data about your support team’s performance to help you focus your training on the areas that matter most.

Check out this ultimate guide to customer service hiring for a step-by-step process that attracts strategic, empathetic, and business-minded agents. 

3) Too many service tickets for your team to handle (especially during busy seasons)

For all the excitement of shopping events like Black Friday and Cyber Monday, there’s also a bit of pre-holiday scaries. Record sales also mean record tickets and record returns. It’s a great season, but an incredibly busy one.

The challenge is keeping up with a high degree of tickets without losing the fast responses and helpful, customer-centric approach. 

Solution: Deflect low-impact tickets (without sacrificing support quality) using self-service

The best way to keep up with tickets (and preserve enough energy to nail the most challenging tickets) is to lean on self-service in your chat widget. 

Self-service is a bit like a chatbot, but set up for customer success (rather than customer irritation). While chatbots try and imitate people, self-service provides simple functionality and workflows to answer common questions, track orders, request returns, and more. 

Watch this video to understand a bit more about what self-service from Gorgias’ Automate can do for your brand:

If you still struggle to meet demand during busy seasons, even with the help of automation, think about how you can engage your larger team, beyond even CX, to help. 

I always talk about how everyone at Chomps is trained on Gorgias (whether they work in CX or not) so that if we have a temporary increase of tickets, we can ask anyone in the company to step in and help out. We love the feature that Gorgias allows unlimited seats that allows this to be possible unlike other helpdesk platforms.

Another option to consider are services such as Simplr which provide remote support agents on demand.

4) Managing stress and avoiding burnout from high-pressure situations

Customer service teams are deeply empathetic, wanting to create the best experience possible for every customer. Unfortunately, this can be a double-edged sword. Even if 99% of customers are patient and understanding, it's hard not to dwell on the 1% who are rude or impatient. The frustrated customer messages and the social media callouts take an emotional toll over time, leading to burnout and turnover. 

When good reps leave due to unrelenting pressure, it creates gaps in knowledge and relationships that weaken customer service overall. The long-term effects can ripple through an organization, affecting morale, team cohesion, and the reputation of your customer service department.

Solution: Provide your team with the resources they need — before they need them

The key is being proactive in supporting your team, not reactive. If a rep tells you they need help, it's often too late — the stress has already set in. Instead, provide a range of resources ahead of time. 

• Add additional team members. Empower your team to request extra hands based on early warning signs. Bring in temporary contractors to handle seasonal spikes before things get unmanageable. Or, train employees in multiple departments across your company in CX so they can jump in to help. 
• Develop go-to templates and scripts. Respond to emails with existing templates (called Macros in Gorgias) — whether that’s replies to shoppers with shipping and delivery problems, customers who got the wrong product, or folks who want to provide positive feedback.
• Wellness resources. Implement wellness initiatives like reset breaks and mental health days before burnout sets in. 

Being proactive with resources shows your team you care, prevents disengagement, and ultimately provides better customer experiences. Supporting your team’s well-being strengthens service quality across the board.

Technology and customer service tools

New technologies can improve how your customer service teams operate, giving customers a better overall experience. But there’s always the whole "how the heck do we use this?" phase. offering innovative solutions to better processes and elevate customer experiences. 

Balancing the excitement of modernization with the hurdles of integration is a common challenge that teams grapple with. 

5) Choosing the right tools (and applying them correctly)

Many companies fall into the trap of investing in customer service tools that promise to do it all — from automated chatbots to crowded helpdesks. But trying to be everything for everyone often leads these generalized tools to frustrate customers more than help them.

A general chatbot, programmed to answer a broad range of queries, can misinterpret nuanced or specific questions, leading to inaccurate responses. Instead of guiding the customer towards a solution, it becomes an obstacle, prolonging the resolution process and frustrating customers more. Without customization, the promise of convenience is overshadowed by the bot's lack of specialized knowledge and inability to provide personalized customer service. 

Solution: Select tools built for your business goals

Rather than investing in generic tools that promise to do it all, carefully evaluate solutions purpose-built for your business’s specific needs. For ecommerce, this means identifying where automation can step in to handle high-volume repetitive inquiries like order tracking and refunds. Investing in tools designed to deflect these common questions frees your team to focus on more complex issues that need a human touch.

My team uses Gorgias Order Management Flows for self-service order tracking and automated return/refund requests. Customers can quickly check their status, report issues, or start a cancellation without agent assistance. Not only does this resolve the most frequent customer questions instantly, but it also reduces ticket volume so our customer service reps can spend time building relationships through personalized service.

With the right tools to handle common inquiries in the background, your team is empowered to deliver exceptional human-centric experiences. 

6) Creating a unified and seamless customer experience across various platforms

Customers jump between email, social, chat, and self-serve, expecting seamless support. A 2019 report from Salesforce found that 69% of customers want connected experiences, anticipating that the customer service representative they interact with across various channels to have the same information. 

Yet, delivering omnichannel customer service across all platforms isn’t easy. Siloed experiences across channels frustrate customers and complicate agent workflows.

Solution: Use an omnichannel helpdesk for a seamless customer experience

An omnichannel helpdesk, like Gorgias, unifies customer service delivery across platforms. Instead of toggling between disconnected inboxes, agents handle all queries from one tool. Customers receive quick, consistent assistance whether they email, chat, SMS, or reach out on social media.

Making use of omnichannel communication comes with a slew of benefits:

• Consistent experiences across all platforms build trust
• Seamless hand-offs between channels reduce repetition
• Unified context gives agents the entire history to personalize interactions
• Meeting customers on preferred channels boosts satisfaction
• Omnichannel analytics uncover service gaps to improve

With a unified helpdesk, interactions build loyalty rather than frustration. The simplicity of managing all touchpoints from a single window creates seamless customer and agent experiences.

Knowledge and training in customer service

Well-informed, knowledgeable agents provide better service. From inconsistent rep expertise to keeping docs updated, knowledge-related challenges impact customer satisfaction.

7) Customer service representatives don’t have the answer to customers' questions

If a customer calls your company and doesn't get the answer to their question, they won’t leave the interaction feeling good about your brand. 

Of course, customer service reps can't know the answer to every question off the top of their head. If your team doesn’t have the correct answers, often it’s a leadership issue. This makes it essential to provide your reps with all the resources they need to address each customer’s needs — fast.

Solution: Create a knowledge base, use templates, and thorough onboarding with product and process information

Lean on a knowledge base videos, and other resources that your customer support staff can use to find answers to common questions. It’s different from an external help center or customer-facing knowledge base and more extensive than an FAQ page. Your knowledge base can be an easy reference tool for agents whenever they need to double-check a customer service policy or product. 

You can also program that knowledge directly into your helpdesk. Gorgias allows brands to create templated Macros that are easy to use and customize as needed. You can create templates for common questions and issues, building an internal knowledge base for your agents to pull directly into customer tickets. 

Here’s an example from our Macros at Chomps, for a technical question that agents might not know off the top of their heads:

This way, customers get consistent, accurate information, and agents don’t have to guess or dig for an answer. 

That said, when it comes to instilling product and policy knowledge, nothing replaces your onboarding and training process. I recommend spending these sessions to educate your reps on the following:

• Product and service knowledge
• Policy and process knowledge
• Customer service tools
• Technical skills
• Good vs. bad tickets
• Brand voice and tone
• Soft skills (like how to empathize with customers)
• Helpful customer service phrases

8) No crisis management or escalation policies

Sometimes support tickets need a higher-up to step in and sort them out. If your company doesn't have clear steps for bumping these tickets up, some might slip through the cracks.

This leads to angry customers who feel your company isn’t interested in fixing their problem.

Solution: Automate the ticket escalation process

Creating policies for escalating support tickets is the obvious place to start in addressing this challenge, but it's also helpful to automate ticket escalation to ensure that no ticket (or customer) gets left behind. 

With Gorgias’ Rules, support agents can automatically transfer a ticket to another agent or team without having to manually collect customer information and reassign the ticket.

Gorgias also allows you to create rules for escalating tickets automatically, such as a rule for automatically escalating tickets when the platform's Sentiment Detection feature detects that a customer is angry. 

Here’s an example of a Rule that uses Sentiment Detection to flag tickets where someone may leave a bad review:

Customer interaction management

Every chat with a customer matters for keeping them happy and loyal to your brand. The tough part? Calming down heated chats, juggling multiple questions at once, and giving that personal touch even when you're swamped. The way agents handle each chat really shapes how the customer feels.

9) Dealing with a frustrated or angry customer

Dealing with angry customers is a part of the job that very few support agents enjoy. 

However, empathizing and working with customers, no matter how upset they are, is just part of good customer service. 

Angry customers who eventually calm down are potential customers who might return to your company — they are also less likely to leave negative reviews that could damage your brand image.

Solution: Improve your CX proactively with clear product and policy descriptions (plus self-service)

Most blog posts claim the best way to deal with an angry customer is to practice patience and empathy, maybe with a pre-written script. And if you want that kind of advice, check out this blog post with an example script for how to deal with an angry customer.

But let's look closer at the root of most customers' anger: The shopping experience didn't happen like they thought it would. The best way to mitigate that anger is to lean into proactive customer support:

• Create incredibly clear product descriptions (to avoid a customer feeling duped)
• Display detailed policies (for things like shipping and returns) prominently on your website
• Use pop-ups, banners, and mass emails to proactively warn customers about delays and outages before they get frustrated
• Build detailed FAQ pages and Help Centers to help customers find answers fast, before they get angry about having to reach out and wait  

For example, develop a great post-purchase experience to avoid customer anger. Send customers a detailed order confirmation, clear step-by-step information about when their product will be shipped, and how to track their order. 

If you’re not sure where to start, listen to your customers. This guide to collecting customer feedback explains how to take insights from customer support tickets.

10) Providing customer service to multiple customers at a time

If you want any hope of achieving industry standards for metrics like first response time and resolution time, your customer support reps need to be able to work with multiple customers in real-time, across communication channels (like live chat and social media). 

This is one of the more challenging aspects of the job for small teams. Thankfully, it is also something that the right customer service software can go a long way toward helping your customer service agents achieve.

Solution: Use a centralized helpdesk

If you aren’t already, consider using a helpdesk to manage customer conversations across all channels. A helpdesk pulls these conversations into one centralized inbox so your team can offer omnichannel service — a fancy way of saying offering support to customers on all channels without having to switch between tabs.

Once your helpdesk is up and running, direct your customers away from calling your support line and towards your Contact Us page. 

I recommend funneling as much traffic to a Contact Us page as possible because we have Rules set up based on the drop downs that the customer chooses. Those Rules organize the tickets into different views so that we can work based on urgency.

If they want to talk to an agent quickly, use channels like SMS or live chat. 

Service quality and efficiency

Delivering excellent service quickly is crucial, yet difficult. Customers expect fast, personalized responses and consistent experiences. Challenges include managing wait times, meeting service-level agreements (SLAs), and upholding quality across a growing customer base.

11) Maintaining a singular brand voice across different customer service agents

Customers want the same feel every time they chat with your brand, no matter which agent they get. But since each rep is different, you might find a mix of tones and messages. It's a bit of a balancing act to keep the brand voice consistent while letting agents be themselves.

Solution: Integrate your brand style guide directly into customer service workflows

Having a solid brand style guide keeps things consistent whenever you chat with customers. To create one, define your brand personality, voice, tone, and writing style. Provide guidelines and verbatim examples for everyday interactions like greetings, apologies, confirmations, and closings. Make sure the language aligns with your values. 

Here’s how to put your brand style guide into action: 

• Incorporate your brand voice directly into canned Macros and automated workflows. Customers will get on-brand, personalized responses.
• Ensure all agents can easily reference the guide as they craft customer conversations.
• In team reviews, collaborate to improve examples and optimize messaging.
• Allow reasonable personalization; agents should represent themselves within the guardrails of your brand voice. The goal is consistency with customer expectations, not rigid uniformity. 

12) Slow resolution times

While most customer service teams need to start thinking beyond resolution times, they’re still a tentpole of your team’s performance — and one of the biggest customer service challenges.

Customers expect an immediate response to their questions. This is especially true of younger customers, with 71% of customers between 16 and 24 years old stating that a quick response to questions and issues can drastically improve their customer service experience. 

When your team already has more tickets than it can handle, meeting these customer expectations can be a real challenge.

Solution: Give customers instant help with self-service (and prioritize the rest)

Yet again, the answer isn’t to work harder — it’s to work smarter. Rather than trying to answer every question as quickly as possible, set up self-service resources to deflect simple questions and build systems to prioritize the rest of your requests.

I talked about self-service above, but to recap, here are a few easy-to-implement solutions worth considering:

• A robust help center with articles and videos to explain your policies and products 
• A public forum where customers can post and answer questions, which becomes a self-service resource for future customers with similar problems 
• A customer self-service menu in your chat widget, which customers can click for instant information about their order status or shipping progress 

Once you’ve deflected, it’s time to prioritize. While you could prioritize each ticket by hand (sometimes called manual ticket routing), a helpdesk like Gorgias can help you do this automatically. Here’s an example of automation in Gorgias, called a Rule, that will put any customer requests to cancel a recent order (before it ships) into a priority queue:

That’s just one example. Read this full guide to customer service prioritization for more guidance.

Conquer customer support challenges with Gorgias

The common customer service challenges we've explored aren't just annoying — they directly impact revenue and customer loyalty. 

Companies need to take CX seriously (and invest accordingly) to boost retention. We all know I’m a Gorgias girlie. My team at Chomps uses Gorgias for support, and it helps us be fast, helpful, and strategic with our support

If you’re an ecommerce company that hasn’t checked out Gorgias, I really recommend giving it a shot. Most of the challenges are going to be extremely difficult to solve without the right tools. And for my money, Gorgias is the best tool for ecommerce support teams.

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A recent McKinsey survey asked customer service leaders about their top priorities in 2023. The most common answers were retaining top talent, driving efficiency to cut costs, and investing in artificial intelligence (AI) solutions. In other words, two of the top three priorities involve customer service automation. 

In support, automation can be a scary word: Isn’t automated customer service a bad customer experience? Frustrating chatbots are indeed something to be wary of, customer support automation can actually greatly improve your customer experience while saving your team hours per week on tedious, repetitive tasks.

This is your one-stop-shop guide to customer service automation. We’ll start by sharing some examples of customer support automations that automatically answer customer queries. Then, we’ll move on to some customer support automations to help your support reps skip repetitive tasks and become more productive. 

What is customer service automation?

Customer service automation refers to using technology and software to handle customer interactions and other tasks without human effort. It's like having a virtual assistant that can quickly respond to common questions, process orders, solve simple customer issues, and anything else to make things easier and faster for both customers and businesses.

Customer service automation could include automated answers, ticket triage, ticket tagging, and so much more. 

7 types of customer service automations to answer customer questions

This first set of support automations gives customers an answer without any agent interaction.

1) Automatic responses

Automatic responses (also called canned responses or Macros) are pre-written responses that get sent to the customer when certain conditions are met. You can send automatic responses for a variety of scenarios, including:

• Letting customers know you received their message and will respond soon
• Sharing your business hours and telling customers when you’ll be back
• Answering basic inquiries (like “Where is my order?”)

With the right customer service software, you can send these automated responses on every channel (email, live chat, SMS, WhatsApp, and social media). 

How to set up automatic responses

In your customer service software, you can set up Rules (or automated workflows that fire when certain conditions are met). Tools like Gorgias use AI to scan each incoming ticket and — when the ticket meets the pre-determined conditions — execute the Rule.

Here’s an example from Berkey Filters of an automatic response to let customers know an agent is on their way:

And here’s an example of an automatic response for customers inquiring about the status of their order.

2) AI chatbot

An AI chatbot responds to questions that customers ask in your live chat. Unlike automatic responses, which are pre-written by humans and fire when certain conditions are met, chatbots respond to every message. 

The benefit is that AI chatbots can try to respond to any type of question. The drawback is that AI chatbots don’t always have helpful or relevant answers. This can lead to a confusing and frustrating experience for customers. 

How to use an AI chatbot

AI chatbots don’t require any setup; you just have to buy and install them. Some automated helpdesks come with a chatbot, while other helpdesks integrate with standalone chatbots. For example, Gorgias integrates with Siena AI. 

Check out our list of the best customer service software to find the right solution for you.

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3) Knowledge base (or FAQ page)

Knowledge bases and FAQ pages are libraries of pre-written questions and answers that customers can use for self-service.

Technically, knowledge bases and FAQ pages aren’t automated. They offer static content and don’t use any sort of advanced technology to help you skip tasks. However, they help you skip answering tickets by proactively giving customers information that would have otherwise become a customer support ticket. 

How to set up a knowledge base

To get started, you can simply create a page on your website with frequently-asked questions. Most likely, your website platform includes an FAQ page template — but here’s an FAQ page template, if you need one. 

When you want to upgrade to a full-blown knowledge base, you can find plenty of standalone customer knowledge bases or use a customer support software with a built-in knowledge base.

For instance, Gorgias’s Help Center lets you host a searchable, categorized library of help content — plus, other self-service resources like Flows and self-service order management (both of which we’ll cover below). 

📚 Want some examples of FAQ pages? Check out our list of examples of FAQ pages.

4) Article recommendations

With a robust knowledge base, you want to make sure the most helpful gets discovered when shoppers need it most. One way to do this is to use AI to automatically send articles to customers who ask a questions that's covered by one in your knowledge base.

This is a great way to instantly answer customer questions with detailed answers — including images, videos, and other rich elements that you can add to your Help Center.

How to set up AI-powered Article Recommendations

Gorgias's AI scans every incoming message. When it detects that an incoming live chat or email message could be answered by an article in your Help Center, it send the message to the customer. It also gives the customer a prompt — "Was this helpful?" — that lets customers get in touch with a human agent if they still have questions.

Here's an example of Gorgias's Article Recommendations on Parade's website:

Note: You can activate Gorgias Article Recommendations without making your Help Center public. You just need to create articles in the Gorgias Help Center (but not share them externally) and activate Article Recommendations. Gorgias will treat your un-published Help Cetner like a hidden library to send to customers when appropriate.

5) Self-service FAQs

Self-service FAQs are buttons customers click to get instant, pre-written answers. Whereas, automatic responses require input from customers, self-service FAQs don’t require customers to type anything out — they just click a button for an answer.

Here’s an example of self-service FAQs from ALOHAS:

How to set up self-service FAQs

The easiest way to set up self-service FAQs is to use a helpdesk or live chat software. 

In Gorgias, self-service FAQs are handled by a feature called Flows. Flows can even be interactive, prompting customers to share information (like their preferences or location) to give a more helpful, personalized answer. Here’s an example of Flows from VESSEL:

Flows give customers an easy, automatic answer to a lot of questions they would normally have. If we just had one response, we would link our FAQ page, but they don't always read that. Flows allow them to interact and get specific answers.
—Alisa Ogden, Sales Manager at VESSEL

6) Self-service order tracking

For the average brand, “Where is my order?” (WISMO) is the most common question, accounting for 18% of incoming requests. And based on math from 12k Gorgias merchants, the cost of answering those tickets manually is $12/ticket. 

You can offer self-service order tracking to empower customers to track their own orders. This is more convenient for customers, who don’t have to type out a message or wait for an answer. It’s also more streamlined for your support team, who now has to deal with 18% fewer tickets, and can focus on higher-value interactions. 

How to offer self-service order tracking

Some chatbots can track the status of your order, but most have a hard time handling those kinds of requests accurately and with real-time data.

If you use Gorgias, you can use Order Management Flows (part of Automate) to let customers see the status of their order in real-time, in your site’s chat widget and Help Center:

📚 Want to learn more? Check out our complete guide to providing order tracking. 

7) Self-service returns and cancellations

After questions about order status, the most common support questions are “Can I cancel my order?” and “Can I get a return?” Automating these return and cancellation requests can be a major time-saver for customer service teams. 

Even if you don’t completely automate the returns process — some brands like to have a human approval process — you can automate the return request process. It’s much easier than getting an email that says “I need to return something,” and having to go back and forth to get all the details. 

How to offer self-service returns and cancellations

The best way to automate the returns process is to set up a self-service return portal with a tool like Loop Returns. Loop makes it easy for customers to log in, select a recent order, and return or exchange it — completely on their own.

Loop even gently urges customers toward a return, to protect your company’s revenue from expensive returns. 

To automate the request process for returns and exchanges, you can use a tool like Gorgias. Gorgias Order Management Flows let customers request a return, request a cancellation, or report an issue with their order in an easy, structured way. They don’t have to type out a message — just log in and make a few clicks. 

Here’s an example of Order Management Flows in Loop Earplug’s chat widget (they’re also available in the Help Center):

You can even integrate Loop and Gorgias to send customers to your return portal from your chat widget:

📚 Interested in improving your returns? Read our guide to reducing returns in ecommerce. 

7 types of customer service automations to make agents more efficient

This second set of support automations doesn’t give automated answers; instead, it helps agents work faster, improving the efficiency and productivity of your team (giving them time to focus on human tasks). 

1) Personalizing messages

Even if you send responses manually, you can use automation to help personalize the messages. Specifically, you can use variables that automatically pull customer information (like order numbers, addresses, and more) into the message. 

This helps your customer service agents offer the most relevant, accurate information possible without forcing them to switch tabs and copy/paste the customer’s information. 

📚 Read more: Get more tips to offer more helpful, personalized customer service. 

How to automatically personalize messages

Every customer support platform offers some version of variables to help you personalize support messages — even Gmail, if that’s what you’re using. However, the best solutions can pull from your other apps to broaden the scope of possible variables. 

For example, Gorgias has 100+ ecommerce integrations so you can pull customer information from Shopify, marketing software, subscription software, shipping software, and more. This makes Gorgias a CRM of sorts: It gathers and stores customer data that you can use to personalize the interactions. 

With Gorgias, these variables can even be used in automated responses (on top of responses your human agents send):

2) Assigning tickets

If each of your tickets need to be manually reviewed, you’re adding to your set of customer service challenges, and eating up tons of time. If a generalist agent receives every ticket and manually passes technical or escalated tickets to the right person, you’re delaying the resolution times for those key tickets. 

Instead, you can set up automation that scans incoming tickets and automatically assigns tickets to specialized teams, like Level 2 team for complex issues or a team of Support Engineers for technical questions. 

How to automatically assign tickets

Most helpdesks include features to automatically assign tickets. To get started, you’ll need to set up assignment conditions. Helpdesks like Gorgias scan every incoming ticket to understand the tone and contents. Then, it can automatically assign tickets based on what it finds based on your set conditions.

You can get creative with these assignments. For example, you can assign: 

• Repeat customers to a VIP support team
• Subscription questions to a subscription team
• Wholesale questions to a specialized team

Here’s an example of a Gorgias Rule that automatically assigns incoming live chat tickets to a dedicated team:

3) Prioritizing tickets

Just like assignments, ticket prioritization is another valuable automation. It can remove a manual step if you currently have someone triaging all incoming tickets. Plus, it can make your team more strategic and effective by ensuring you answer time-sensitive or high-value tickets before it’s too late. 

For example, you can automatically prioritize pre-sales questions that come in on live chat — these kinds of questions often block sales for someone who’s actively shopping on your site. 

How to automatically prioritize tickets

You can prioritize incoming tickets in your helpdesk with Rules, or configurable automations. Just like ticket assignments, Rules fire off automations when a ticket meets certain criteria — including support channel, ticket intent, sentiment and tone, and hundreds of other factors. 

Here’s an example of a Rule that prioritizes tickets about orders that were placed in the last two days:

The logic here is that you want to see tickets about recent orders in case someone needs to cancel or change their address — you can catch it before the order ships, saving on unnecessary shipping costs.

Want to get strategic with ticket prioritization? Read our Director of Support’s guide to prioritizing customer support requests. 

4) IVR (Interactive Voice Response)

If you offer voice support, interactive voice response (IVR) is an easy way to automatically route customers to the right agent and even answer some basic questions without talking to an agent at all. 

Have you ever called a business and been told to press 1 for hours, 2 for electronics, and 3 for all other questions? That’s IVR. It saves agents and customers alike tons of time transferring calls and answering repetitive questions. 

How to use IVR to automate voice support

Most phone support systems include IVR — you just have to decide how you’ll map out your IVR automated system and set it up. Remember, IVR can automate two things:

1. Answers: Customers can press a number to get a pre-recorded message, answering common questions without speaking to an agent.
2. Ticket routing: Customers can press a number to get directed to the right team, department, or location’s phone line.

If you use Gorgias support, you can set up IVR with voice recordings or text-to-speech:

5) Ticket tagging

When agents process tickets, giving a helpful answer is only part of the job. Another key element of support is tagging tickets. Tags help you:

• Organize your helpdesk
• Improve ticket analysis and understand common contact reasons
• Forecast future customer service volumes
• Identify areas for improvement
• So much more

If agents have to manually tag each ticket, you’re adding a time-consuming step to the process. More importantly, you’re opening yourself up to human error. If an agent rushes through their work and misses a few tags, this could skew your data and reporting and cause bigger issues down the line. 

Luckily, automation never has an off day.

How to automatically tag tickets

The right helpdesk tool scans incoming tickets and can tag them based on the ticket’s channel, contents, tone, and more. In Gorgias, this automated ticket tagging happens through Rules. 

Here’s a Rule that automatically tags tickets as Urgent when they contain key words that indicate the customer accidentally made an error while ordering and needs to update the order before it ships. 

You could use a similar approach to automatically tag tickets with customer feedback, shipping issues, product malfunctions, and so on. 

6) Closing spam tickets

Another helpful automation helps agents identify which messages don’t need attention. 

If your email is publicly available, it’s only a matter of time before you’re added to spam marketing lists. For instance, if your email address is connected to Shopify, you’ll get automated emails for every payment notification. Agents don’t need to deal with these, and you can save time by using automation to clear them from the queue. 

How to automatically close spam tickets

You can set up Rules in your helpdesk to automatically detect and close tickets that don’t need an agent’s attention.

Here’s an example of a Rule that targets payment notifications by identifying messages that contain words like “Payment received” or “You received a payment,” as well as messages from emails starting with “noreply@” or “donotreply@.”

Gorgias’s Automate also automatically closes all no-reply tickets. Thanks to Gorgias’s always-improving machine learning, you don’t have to set up a Rule.

7) Proactive chat campaigns

Most customer service is reactive; answering incoming questions and resolving incoming issues. However, top brands know to offer robust proactive customer service. One way to do that is by reaching out to shoppers actively browsing your website. 

With the right automation tools, you can automatically reach out to shoppers, targeting certain browsing behaviors and customer attributes (to ensure you reach the right person at the right time). These are called chat campaigns. 

How to automate chat campaigns

With Gorgias, you can easily set up chat campaigns to target visitors based on a wide variety of factors:

• Total value of the shopping cart
• Goods added to the cart (based on product tags)
• Visiting particular page
• Time spent on a particular page
• Time spent on the website
• # of visits (new vs returning user or x# of times)
• Intent to exit the page
• Type of device
• Time of purchase
• Time of visit (during or outside business hours)

Once you set up the automation, you can write a message that lets the customer know you’re available to answer questions, reminds them of a promotion, offers a special incentive, and so much more. 

If the customer replies, they’re connected with a live chat support agent and can get any additional information. 

Biggest benefits and risks of automating customer service

Benefits of automating customer service

Why invest in automation? The main reason is to achieve more efficient customer service processes. But let’s drill down into some of the specific benefits.

Faster responses

Automated customer support has a 0-second response time — even the fastest agents could never respond to customer requests that quickly. While automation answers simple inquiries, your team is free to jump on complex issues.

While some brands think that automation ruins the customer journey, response and resolution times are one of the most important customer service metrics to boost customer satisfaction (CSAT).

No human errors

For some issues — like complex or sensitive ones — a human touch goes a long way. But for repetitive, rote interactions, the “human touch” might mean forgetting a step or explaining something poorly. When automation is set up correctly, it never makes an error.

Low costs

Research from McKinsey found that companies save 20-40% on customer service costs with an effective rollout of automation technology. While automation shouldn’t take jobs away from human agents, it can help businesses grow without burning out their agents or falling behind on tickets.

Your tool’s pricing may vary, but Gorgias’s Automate handles an average of 30% of all tickets, for 1/5 the cost of a customer service agent. 

Frees human agents for more complex tasks

Your agents have better things to do than copy/paste order statuses. As automation handles more menial customer service tasks, your team can ensure they’re providing the best experience to higher-value customers and more complex issues. 

24/7 support

Your business might not have the resources to staff a 24/7 support team, but by automating customer service — even the most basic functions — you can offer a layer of 24/7 support. 

Accurate answers and consistent brand voice

People have different communication styles and personalities. They can also make mistakes and cut corners. Onboarding reps may even give the wrong answer while trying to keep up.

Automation is an avenue for ensuring answers are on-brand and accurate. This helps give customers a consistent experience and also helps prevent newer staff members from making unnecessary mistakes.

Works across channels

Customers expect to reach you through a variety of channels, including email, social media, phone, SMS, and more. As your team explores an omnichannel support strategy, customer service tools with automation features can streamline your progress. 

Potential risks of automating customer service

Frustrating customers

When automation is used in the wrong ways, it creates a terribly frustrating experience for customers. 

AI chatbots are a great example: While they can answer some basic questions, they might also attempt to answer complex questions but return with inaccurate answers. If customers can’t easily get in touch with a human, they’ll leave your site.

The best course of action is to use automation that consistently improves specific parts of the customer experience. Avoid supposedly catch-all solutions. And always give people an easy way to contact a real person. 

Robotic answers

Automation — especially generative AI, which writes messages from scratch — can be stiff. Rather than rely on automation to draft messages to customers, consider using automation that triggers a pre-written message from humans (adding customer data where appropriate). 

This grants you the benefits of automation while still ensuring the customer gets an on-brand, accurate, and human-sounding message. 

Missed opportunities for upsells

If AI automation is responsible for managing too many customer interactions, it might not notice or take advantage of clear opportunities to upsell or cross-sell customers. 

For example, if a customer claims their device dies too quickly, your chatbot might generate tips for them to make their battery last longer. A human agent might do that plus send a link to an upgraded device that lasts longer.

The best course of action, again, is to avoid over-relying on automation. Choose automation that’s really great at automating specific tasks, so human agents are still integrated into the process and can capitalize on these particular situations. 

Technical glitches

Automation, like any technology, is subject to the occasional glitch or downtime. While this shouldn’t scare you away from using automation, it’s a good reason to avoid over-relying on automation to complete all your customer service duties.  

Best practices of customer support automation

Automation is only helpful if it’s strategic and set up correctly. Here are some automation best practices to keep in mind:

Always offer a clear path to humans

Never trap your customers in automation (or chatbot) hell. Always offer a clear path to human support. 

The most common example is in the chat widget. Even if a human isn’t immediately available, at least give customers a way to submit a message that your agents answer via email once they’re available. 

If you use Gorgias, every automated interaction offers customers a clear path to talk to an agent. Here’s an example of this in action from Steve Madden:

Don’t try and trick customers

Customers generally appreciate the speed and convenience of automation. But they get grumpy when they think they’re chatting with a human, and get an inaccurate, robotic response. 

When you’re sending automated messages, consider labeling the message as Automated to be transparent with customers. In Gorgias, automated messages are labeled as automated, and you can choose an avatar that sends automated messages. 

Here’s an example of this in action from Loop Earplugs:

Use automation to personalize more, not less

One fear of automation is the robotic, inhuman tone of messages. But automation can actually help you personalize conversations more. The trick? Use on-brand, pre-written messages and introduce variables that automation fills in with customer data. 

In Gorgias, you can use a wide variety of variables to populate the automated message with the customer’s name, shipping address, order status, estimated delivery date, and much more.  

Choose software built for specific purposes

There’s no such thing as one-size-fits-all automation software. If you’re selling software or a subscription-based SaaS platform, you’ll likely need a different toolset than a vendor selling clothing or tea via an ecommerce website.

Daily interaction types are going to vary considerably. For instance, customer support at a clothing company will deal with sizing and out-of-stock issues or returns and exchanges. None of those needs apply to a B2B software company.

Rather than choosing automation that claims to work for each of these different use cases, choose automation custom-built for your unique needs. 

Always maintain the software

Automation isn’t set-it-and-forget-it software. You should consistently review automated interactions and be prepared to tweak your automation software to ensure:

• It works as expected and without (frequent) errors
• Customers are successfully reaching resolutions with automated answers
• You’re adding new applications to maximize the value of automations

Empower humans, don’t replace them

The best automation replaces tasks that don’t need human input, like repetitive tasks that humans find tedious.

Instead of turning to automation as a replacement for a human team, look for ways automation can speed up the work of humans or let humans focus on complex problem-solving and conversations that require empathy and human interaction. 

Choose low-code tools

Be sure you’re choosing a tool that aligns with the technical abilities of your team — especially if you don’t have any highly technical staff. Most customer service software companies now design their products with non-technical users in mind, as a result.

Mind data security and privacy

Automation introduces a small amount of risk when it comes to data security and privacy. When shopping for customer service automation software, be sure to check the vendor’s security. At a minimum, look for software that has single-sign-on (SS), SOC 2 Type II certification, and HIPAA compliance. 

Discover Gorgias, the automated support software built for ecommerce

Gorgias is the customer service platform built exclusively for ecommerce companies, and powered by a suite of AI and automation features. Your agents will save hours per week by cutting out tab-switching, copy-pasting, and manually assigning and tagging tickets.

Gorgias also features the Automation Add-on, which includes a variety of self-service features to help your customers get instant answers to basic questions. Automate users can automate 30% of all customer interactions — up to 45%, for top users!

To learn more about Gorgias and Automate, book your demo today.

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Black Friday — Cyber Monday (BFCM) is the most lucrative opportunity for online stores around the holiday season.

In 2022, nearly 10% of all revenue generated between October 1st and December 31st occurred during the BFCM weekend, according to Adobe.

But just like BFCM sales skyrocket, product returns also surge after the weekend, so much of that extra revenue gets erased.

You can combat Black Friday returns issues in two ways:

1. Reduce the number of returns. This requires accurate product descriptions, timely pre-sales support, and a clear return policy.
2. Streamline the return process. Automations, self-service flows, and other similar tactics can make the return process efficient in terms of costs, time, and man-hours.

In this guide, you’ll learn proven tactics for achieving both of these goals and retaining your BFCM revenue. 

Common reasons why customers return BFCM purchases

ZigZag Global’s proprietary metrics showed a 60% increase in return rates after the Black Friday weekend last year, compared to 2021. Loop Returns puts that number at 31%.

Regardless of the specific numbers, most ecommerce stores face inflated return rates post-BFCM. There are a few common reasons:

1. Shipping delays. Shipping companies are overloaded during the holiday sales rush around Thanksgiving, Christmas, and New Year’s Eve. This leads to delays, disappointed customers, and returned items.
2. Damaged products. With so much on their plate, shipping companies often don’t handle items with enough care. If the product packaging doesn’t account for that, items can easily get damaged along the way.
3. Products that don’t match their description. Returns happen when there’s a discrepancy between what customers expect based on your site and marketing campaigns and what they get.
4. Gifts getting returned. Many people do their holiday shopping for Christmas, Hannukkah, and other year-end holidays during BFCM. Plenty of reasons can lead to returns in that context, like wrong sizes, incorrect products, or the recipient not liking the gift in general.

Throughout the following sections, you’ll learn ways to avoid (or at least mitigate) these problems.

How to reduce post-BFCM returns and protect your revenue

While you can’t evade all BFCM returns, you can limit them significantly by following the best practices below.

Plan your BFCM inventory months in advance

A successful BFCM starts way before November. You want to estimate how much inventory you’ll need and order everything at least a few months in advance, depending on how long the shipping process takes for your suppliers.

If you wait too long, you can end up scrambling to secure inventory at times when supply chains are at maximum capability. This can easily lead to shipping delays and returned items.

The best way to estimate how much inventory you’ll need is to use historical data. 

For example, if you use Shopify, you can use your Shopify order history data (or the equivalent in your platform) to filter BFCM orders and compare them to the rest of the year. This will give you a good baseline of how much sales typically jump, so you don’t waste money on inventory you won’t sell and don’t miss out on revenue because of understocking.

Here’s a great guide to BFCM inventory planning, if you need more help. 

Use pre-sales support to educate shoppers

Providing timely pre-sales support is a powerful way to reduce returns because it lets you:

• Point customers to the right products for their needs. That way, there’s less of a chance they return an item because it didn’t meet their expectations.
• Answer common questions about product shipping times, returns, and exchanges in advance. Besides increasing customer satisfaction and reducing returns, this has the added benefit of slashing repetitive customer support tickets down the line.

Gorgias — our ecommerce helpdesk software — has various features that can help you implement this strategy.

For example, Flows are self-service Q&As that live in your chat widget and Help Center. Customers can use Flows to get personalized product recommendations, ask about promotions, and learn about your shipping and returns policies — all of which are great ways to instill buying confidence and nudge shoppers toward a purchase. 

Here’s an example of Flows from Princess Polly, where customers can find the most accurate returns policy for their location without having to talk to an agent. 

For a real-life example of the impact of pre-sales support, check out our case study with skincare brand Topicals. 

They were able to increase sales by 79% and deflect 69% of incoming tickets by educating customers pre-sale thanks to Gorgias’ chat automations.

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Update product descriptions and images

If product descriptions and product photography don’t match what customers receive, high return rates are imminent. 

That’s why it’s a good idea to audit your website a week or two before Black Friday and check if each item’s image and description are accurate. Or, if you don’t have the bandwidth, at least audit the best-selling products and ones that are about to be discounted.

One company that does a great job in this regard is Marine Layer. They offer tons of relevant details under their products, including their exact dimensions, the size of the model wearing the clothes, and more.

Here’s an example from one of their product pages:

This in-depth information helps shoppers make the right choice and helps the brand avoid unnecessary returns down the line.

Test products and packaging before shipping

As I said, broken items are among the most common reasons for returns. You want to ensure all shipments (especially ones containing fragile items) are packaged in a way that can handle more wear and tear than usual.

If you have access to specialized machines like ECT or Mullen testers, you’re probably doing this anyway. But even if you aren't, the process doesn’t have to be complicated. Just package one or two products and throw them around the warehouse a few times to see how they hold up — we did this at a previous company of mine, and it was educational and entertaining. 

Ensure a helpful post-purchase experience

The post-purchase experience begins after a customer completes your checkout process. Making this experience useful for your shoppers will reduce the number of returns and help you create long-term, loyal customers. 

Here are four essential post-purchase best practices to follow:

Send clear order confirmation emails

Good order confirmation emails are a must in terms of lowering shoppers’ post-purchase anxiety and reducing unnecessary tickets to your support team.

Make sure to automate them, so that they’re sent immediately after a customer completes your checkout flow. The email itself should include:

• A verification that the order was received and that your team is working on it
• A description of the products included in the order
• The order’s number and expected delivery date
• What customers should expect next (e.g., a follow-up email when their order is shipped or a phone call to confirm the order)

Make it easy for shoppers to track their orders

Giving customers a way to track their orders is a great way to improve their experience and reduce the load on your support team.

For example, you can use Gorgias’ Order Management Flows to let customers check their order status, package tracking number, and shipping details. This is a great way to keep shoppers informed while deflecting WISMO (“Where is my order?”) requests from becoming support tickets.

Let customers know about shipping delays in advance

Whenever shipping delays can’t be avoided, you want to be upfront about the issue with your customers. 

Tell them when they can expect the delivery and apologize for the inconvenience. You can also throw in a shipping discount or another incentive if you feel it’s necessary to prevent potential returns.

Show new customers how to set up and use your products

These might be instructions on how to apply a skincare product, wash a piece of clothing, or configure a Bluetooth speaker. 

Regardless of the specifics, you want to make sure shoppers have easy access to the necessary information. This will prevent them from returning products just because they couldn’t figure out how to use them.

Note: For even more details and examples, check out our 10 ways to reduce ecommerce product returns.

3 proven ways to streamline the return process

In some cases, it’s not possible to avoid returns altogether. When that happens, you want to ensure the return process is as cost-efficient as possible, so you can avoid wasting customers’ effort, as well as your team’s time and resources.

Here are three ways to do that.

1) Encourage exchanges instead of returns

This option lets you keep at least part of the revenue and profit margins that would’ve otherwise been lost. Plus, it can help you delight customers with products that they might not know about, so it’s a win-win for both sides.

There are two ways to implement this strategy:

Have your customer service agents suggest exchanges

You can instruct your team to approach return requests as opportunities for an exchange. 

If you use Gorgias, your agents can have access to all customer data in one place, so it should be easy for them to suggest relevant products based on each shopper’s previous interactions and purchase history. Plus, with live chat support, your team will be available to customers at every step in the process. 

Using a returns tool like Loop Returns 

Loop is a returns management app that lets ecommerce businesses embed a self-service return portal on their site. 

Besides saving you time (since it’s self-service), the portal can nudge shoppers to exchange their products instead of returning them. This can be done via bonus credits, for example, which give customers more in-store credit than they would get as a refund in the original form of payment.

Jaxxon is one of the ecommerce brands that employ this tactic on their site. They’ve embedded Loop’s return portal, which helps their agents save time and encourages customers to exchange instead of return.

They also provide live chat support (via Gorgias) within the portal to answer questions and potentially steer customers away from a return. For instance, their agents can:

• Prompt users to exchange their item with a better option of returning it
• Explain how the customer can troubleshoot and resolve whatever issue causes them to seek a return
• Help the customer through the returns process, so they have a pleasant experience at the very least

Note: Gorgias and Loop Returns can be integrated. This integration allows customers to talk to a support agent while navigating the returns portal. That way, agents have a chance to troubleshoot any issues that may be causing the return (or steer customers toward an exchange). 

2) Make your returns policy easily accessible

Another challenging aspect of BFCM is the influx of questions to your support team, many of which have to do with returns, like:

• Is there an extended return window for items bought during BFCM? 
• How long will it take for the product to arrive?
• Do you offer free shipping?
• And so on

That’s why you should have your returns policy linked in highly visible places on your website. For example, you could place links to the policy in your site’s navigation or even have a small pop-up that encourages shoppers to read it.

With Gorgias, you can reduce the volume and impact of these repetitive tickets even more by: 

• Using Article Recommendations. With this feature, shoppers can automatically receive an article from your Help Center that answers their question. For example, if they ask about returns or exchanges in your live chat window, they’ll get a succinct answer pulled from your content.

• Setting up Macros. These are pre-made responses (or templates) that dynamically pull in customer information like name or order number. You can include links to your return policy in relevant Macros or even create dedicated Macros for answering specific questions about returns and exchanges — like questions about order status, for example.

Bonus tip: Adjust your return policy if necessary

As mentioned, shoppers often buy Christmas gifts during BFCM. If your return window is 14 or even 30 days, most of the people who receive a gift won’t be able to return it in time.

This can lead to bad reviews, angry shoppers, and poor customer retention (especially for first-time customers). That’s why it’s a good idea to extend your return window after Christmas and New Year to ensure a good customer experience.

3) Enable self-service returns

With self-service returns, online shoppers don’t have to wait for an agent to get to their request, while agents can focus on more complex tickets (or on generating revenue via proactive customer service).

To implement this tactic, you first need to provide shoppers with clear, detailed instructions on how to return their items. These instructions should be included on your site (e.g., on FAQ pages or in helpdesk articles) and can even be printed and shipped alongside the product.

As I said earlier, you can also use Loop Returns to provide shoppers with a self-service return portal on your site. Loop’s portal is easy-to-use, so shoppers can go through it without any unnecessary hassle.

From a revenue protection perspective, you can also have Loop nudge customers toward exchanging items instead of returning them. According to their data, companies that use Loop turn 57% of returns into exchanges.

Use Gorgias to maximize your BFCM revenue

Increases in post-BFCM returns are extremely common and in some cases — inevitable. 

However, with the tactics outlined in this article, you can minimize their number and impact on your revenue. You can also streamline the return process, so you’re not spending unnecessary time, effort, and money on returning items.

Here’s how Gorgias can help you in both regards:

Streamline the return process

Gorgias offers a plethora of features that can reduce the load on your agents during this year’s shopping season rush — from automated responses to self-service flows, and much more. 

Plus, our integration with Loop Returns lets you create a seamless return experience. Shoppers can use the Loop portal for self-service, while also contacting your team if they get stuck (which is a great opportunity to nudge them toward an exchange).

Keep up with multichannel return requests

Gorgias centralizes all customer service tickets in one place. This means your agents don’t have to waste time switching between tabs to handle return requests from your website, email, SMS, and social media profiles, for example. 

Provide pre-sales support and generate more conversions

Your agents can use Gorgias chat campaigns to communicate with customers and help them find the right products for their needs (which helps reduce returns down the line). 

They can even create proactive chat campaigns aimed at specific visitors to promote BFCM discounts, cross-sell or upsell specific items, reduce cart abandonment rates, and much more.

Lastly, you can also check out our Black Friday Marketing Guide for 18 ideas and strategies that can help you drive more Black Friday sales this year.

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Let’s cut to the chase: Black Friday and Cyber Monday customer support is intense. For ecommerce customer support teams, the flood of tickets is the online store version of shoppers mobbing through brick-and-mortar stores. 

It’s easy to focus on just getting through the flood of tickets. But If you’re proactive, your support team could actually reduce the number of incoming tickets with automation. And with all that time saved, the support team can have a huge impact on the cumulative success of the weekend by unblocking sales, reducing return rates, and more.

Customer support teams are not just there to answer tickets during BFCM — they are key at every stage along the customer journey:

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An unprepared or understaffed support team is the quickest way to kill your BFCM success. And with  $209.7 billion in forecasted online spending at stake, that’s not something you can take for granted. Here are 5 steps to make your support team the hero of Black Friday 2023. 

1. Update your customer service policies and SLAs

Ecommerce sales depend on clear policies around shipping, returns, lost packages, and more. When customers don’t know your policies, they’ll either write to your support team (if you’re lucky) or abandon their cart entirely and head over to Amazon (more likely).

In the first case, your support team is stuck answering repetitive questions like, "What's your shipping policy?" when customers should really have easy access to that information on their own. In the second, you’re directly losing online sales because of a lack of clear customer self-service options. Either way, we’re here to help you solve it.

“Make sure all of your policies are up-to-date before Black Friday-Cyber Monday, and communicate them to both agents (through your SLA) and customers (on key pages of your website). This will reduce the number of tickets you have to field and ensure customers have the information they need to make a confident purchase decision.” —Bri Christiano, Director of Support at Gorgias

Policies for shipping and fulfillment during Black Friday-Cyber Monday

Most customers use BFCM weekend to lock in holiday gifts, so their number one concern on BFCM (after what deal they can score) is often around delivery dates. They want to know if their order will make it on time for the holidays. 

How to estimate shipping times to inform your shipping policy

Before communicating shipping dates to customers, work backward with your fulfillment team to determine the absolute last day orders can ship and still arrive in time (factoring in holiday shipping delays). 

Once that “drop dead” order date has been determined, it needs to be clearly communicated to holiday shoppers, along with any opportunities to speed up shipping for an additional fee.

Here are some common customer expectations around fulfillment you may want to consider (thanks, Amazon!).

Where to put your BFCM shipping policy

Make your shipping policies (and the “drop dead” date) clear in your:

• Checkout flow (during the shipping method step and order preview step)
• Order confirmation emails
• FAQ page and/or Help Center
• Macros (where relevant)
• Website banner
• Product pages 

If you feel uncertain about what those shipping policies should be exactly, check out our guide for ecommerce shipping and fulfillment best practices. Better safe than sorry with an inbox full of angry customer emails.

How to address lost packages during Black Friday-Cyber MondayLost or damaged packages are common during BFCM. The first step for addressing the issue is to understand why they go missing in the first place. 

Common reasons packages are lost are:

• The package was never shipped in the first place
• The packing slip fell off or wasn’t properly scanned by the carrier
• The package was delivered to the wrong address
• The package was damaged (usually by fire or water)
• The package was stolen after delivery

Stuff happens. Being upfront about what customers can expect if the worst-case scenario happens is key to recovering and retaining that customer relationship. 

Your customer-facing lost package policy should include:

• Any limits in coverage for damages
• How customers should inform of lost packages 
• What is required to submit a claim (i.e. pictures, shipping confirmation email, etc.)
• How long a package needs to go undelivered before it’s considered lost

And, don’t forget to set your support agents up for success by providing them with a process that explains:

• What steps they should take to troubleshoot a missing package
• Available macros the team can use in these cases
• Clear guidelines for escalating a case to the fraud team (i.e. number of repeated claims, etc.)

This will help your agents handle the process quickly and consistently, and give your customers the peace of mind that they will be made whole if something goes wrong. 

If you’re creating this policy from scratch or want to make sure your policy is covering all your bases, check out our guide on how to handle lost ecommerce packages.

Policy for returns and exchanges during Black Friday — Cyber Monday

If you’ve ever bought a gift for “ the person who has everything” or received tighty-whities from Great Aunt Margret for Christmas, you know how important a return policy is. More than ever during the holiday sales season, your customers are going to want to know your return policy. And, while you can’t eliminate the BFCM returns, you can at least reduce the number of them if you understand where they’re coming from.

In addition to gift returns, the top reasons online shoppers choose to return a product include:

• Item didn't match its product description and/or customer expectations
• Item arrived late and the customer no longer needs it
• "Wardrobing," when serial returners buy and return items without any intention of ever keeping products
• Merchant shipped the wrong product
• Item was damaged or defective

To reduce ecommerce returns, during BFCM or any other time, the more information you give upfront, the less likely people are to return the items later on. Your return policy should be crystal clear to both support agents and customers about the conditions under which you will accept a return for either a refund or exchange. Not sure where to start? Check out our return policy template generator to get started.

Where to put your BFCM returns and exchanges policy

Similar to the shipping policy locations, you want to make your returns and exchanges policy (or at least a link to the full policy) as visible as possible to avoid unnecessary support tickets. 

Make your returns and exchanges policies clear in your:

• Checkout flow (during the shipping method step and order preview step)
• Order confirmation emails
• FAQ page 
• Help center resource pages
• Macro templates (where relevant)
• Website banner
• Product pages 

Set customer expectations with your SLAs

A service-level agreement (SLA) is a document that describes what the client or customer can expect from the provider. A strong SLA is foundational to cultivating understanding and maintaining high satisfaction with your existing customers. Making sure your SLA is up-to-date is more crucial than ever when entering into the busiest times of the year when customer expectations are at their height. 

Here are some things you should add to (or update) in your SLA for BFCM: 

• Use plain English and simplify as much as possible. Talk to your target audience in language they’ll understand, to avoid confusion
• Design your SLA based on data. Benchmark your SLA expectations against historic data and then adapt to the forecast you calculated above, so you can make the metrics you aim for challenging, but realistic
• Set expectations specific to each customer service channel. Different customer service channels will require different policies. For example, social media response times may be longer than in-app chat responses. (Pro Tip: Use Gorgias Statistics to understand your existing response times per channel to help you craft these SLAs).
• Build in procedures for worst-case scenarios. Your website might crash, you might have more customers than expected, or there could be other unexpected issues — plan ahead to make sure you aren’t caught off-guard.
• Proactively communicate the SLA to your agents and customers. The value of your SLA depends on both of these stakeholder groups understanding the terms, so make sure you communicate it to your agents, to your customers through your helpdesk, and key places on your website (contact us page, live chat widget, etc.).

Berkey Filters, an online retailer that sells water purification systems, does a great job of sharing its SLA for live messaging channels with customers. Their Help page acts as a sort of customer support landing page, setting expectations with customers about the fastest way to reach the team — 2 minutes, for SMS and live chat support. 

2. Leverage automation for self-serve support

Your agents have more important things to do than answering the same basic questions over and over (and over and over). The trick? Setting up self-service resources to help customers help themselves.  

This includes making information easily accessible by leveraging automation to answer simple or repetitive questions (e.g. “What size am I?”) and making sure your FAQ pages are up-to-date. 

With tools like Gorgias, you can even use AI to automatically suggest articles when customers ask last-minute questions in the chat. 

Some examples of ecommerce brands taking help centers to the next level are:‍

• Loop Earplug’s Help Center has easy-to-identify FAQ categories with illustrated buttons. Customers can quickly find the answers they need rather than making them sort through a massive drop-down menu of questions and solutions.

• Steve Madden's Order Management Flows help customers quickly view the status of their orders, request refunds, or report an order issue.

• BrüMate's Flows help their customers easily find the perfect product through their self-service center.

• Topical’s Quick Response Flows answer common customer questions in the chat widget, deflecting 69% of tickets that would have otherwise required agent attention and wait time for customers.

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3. Forecast your ticket volume

Gorgias merchant data shows that the average ecommerce business will see a 20% spike in ticket volume during BFCM. That increase in volume can cripple a support team if you don’t take the time to forecast your ticket volume and staff accordingly. You’ll want to make sure your team has the capacity to answer revenue-driving questions in a timely way so your customers don’t abandon carts due to wait times.

Proactive and data-driven forecasting is the key to reducing wait times and increasing revenue on BFCM. Relying on guesswork or reactive staffing measures will likely leave you with burned-out agents and unhappy customers (not to mention tanking  CSAT and NPS). 

Or, you may find yourself overstaffed and wasting valuable resources on excess headcount, offsetting any bfcm sales you make. Balancing these two extremes can only be done with a strong forecasting strategy.

If you’re unsure of where to start with your strategy, check out the battle-tested, three-step framework for customer service forecasting, the CEO of HelpFlow, Jon Tucker developed. He manages a 24/7 live chat and customer service team for over 100 brands with this strategy, so you know it’s good stuff! Here’s the Cliffnotes version:

1. Calculate your contact rate (i.e. transaction-to-ticket ratio)

To calculate your contact ratio, simply:

• Pull your transaction count for a given period (in Shopify’s UI you can find it under Analytics > Reports)
• Pull your ticket volume for the same time period from Gorgias or a similar customer service platform (pictured in the red frame below)
• Divide ticket volume by transaction volume to calculate your ratio (e.g. 400 tickets divided by 1,000 transactions would yield a contact rate of 40%)

As a benchmark, HelpFlow usually sees a contact rate of 30-50% for stores that haven’t yet streamlined their customer service experience, and 20% for those with more optimized, automated processes.

Use your contact rate to project ticket volume

Once you have your overall contact rate, the next step is to estimate how many orders you'll experience over BFCM. Your estimated order volume and your average contact rate are the two ingredients you need to calculate the estimated ticket volume.

To build a projection of order volume, look at your historical data for:

• Order volume from BFCM the previous year
• Business growth over the last year
• Market trends surrounding BFCM for the current year

Once you forecast ticket volume, the next step is to determine how many team members you need to handle the volume.

Estimate the number of agents needed for the holiday season, based on past capacity

Start by assessing the number of tickets each agent has the capacity for and then divide the number of forecasted ticket volumes by that number to determine how many agents you need for the holidays.

To calculate agent capacity per full-time agent:

• Run a report for the total number of tickets resolved per full-time agent over a specific period using the agent statistics in your helpdesk (in Gorgias, it’s under Statistics > Agents)
• Use the average number to set a benchmark for agent capacity (this number will vary by agent, but an average will give you a good working estimate)
• Next, divide the forecasted ticket volume total by the average agent capacity to find how many agents you will need. 

Your agent capacity will vary significantly based on your business, agents, and customer service operation. For example, HelpFlow typically sees anywhere from 40 to 60 tickets per day per agent as a healthy benchmark. And, across Gorgias customers, we see an average of ~60 tickets per day per agent in healthy support organizations. 

As a general rule, building in a buffer is a good idea, especially if this is your first year creating your forecasting strategy and there may be some variance in the numbers.

4. Find ways to get more customer service help

While hiring additional customer service agents might seem like an easy solution to the BFCM madness, the unfortunate reality is it’s hardly the time to ramp up new employees. 

It’s better to first take a hard look at your existing processes and see where you can optimize for the team you already have, and/or outsource to seasoned pros. This will not only help you run your customer service more effectively but will also help you avoid excess headcount after the holidays. 

Offer your existing agents overtime

After you’ve optimized your existing process, consider offering your current agents overtime pay rather than hiring unseasoned agents that would be in excess come January.

For example, if you typically have five agents working eight-hour days, offer an additional 90 minutes each day during the holidays at a holiday-exclusive overtime pay rate. By doing this you can add the equivalent of another full-time agent (i.e. 90 mins per day x 5 agents = 7.5h of workload per day).

Here are some tips from Tucker, to maximize the impact of team overtime:

• Don’t surprise your team with overtime: Keep them informed of upcoming volume so they’re not blindsided and resentful for being asked to extend their shifts.
• Cultivate a sense of comradery: Keep your team informed of forecasts and potential issues — and brainstorm solutions together. This not only creates a sense of teamwork that makes overtime easier to implement but you also may uncover solutions you haven’t thought of. 
• Show your appreciation: Offering time-and-a-half pay for overtime hours is a great incentive for agents, and will most likely be more cost-effective than letting sales and customer satisfaction slip.

Agent burnout is a real problem, especially since the pandemic, so be careful asking for too much overtime from your current agents. However, it can be a great short-term solution, especially if you have a healthy team culture. Just make sure you’re following any relevant HR rules and regulations — the penalties can be severe if you aren’t careful.

Bring in an outsourcing agency or BPO

If the amount of overtime your team can work won’t bridge the gap in headcount needed during the holidays, it’s time to look externally for resources. But be forewarned, not all Business Process Outsourcing (BPO) or customer service outsourcing agencies are created equal.

Choosing the right partner agency

“A great outsourcing agency or BPO should be providing advice to make your team more efficient, not just providing temporary agents,” says Tucker. “The net result of finding the right partner is not only the additional tickets from their agents but also the increased output from your existing team.”

Tucker said some of the best ways to find a great customer service vendor is to:

• Ask your helpdesk provider for recommendations: At Gorgias, we have an entire partner program with talented teams that can help you scale (here’s HelpFlow’s partner page).
• Vet your potential agencies’ training processes: This training should be extremely methodical, robust, and agency-driven — it’s a red flag if you’re expected to train their temporary agents.
• Look for an agent turnover rate of less than 10%: It’s common for customer service agencies to have turnover rates of 30% or higher, which means you will be constantly onboarding new hires. (HelpFlow’s turnover rate is only 1% per year, so you’ll get experienced, fully-ramped agents who can hit the ground running during BFCM)
• Seek an agency that asks questions: If they seem desperate for business and fail to dig into the mechanics of your business to know if they can help, it’s a sign they won’t go deep on training either.

5. Double down on chat for BFCM support

Imagine a customer is rushing to get a deal on that one item their kid really wanted for Christmas. They only get as far as the product page when they realize they’re not sure which model is compatible with their kid’s current tech setup though. So, they call your customer support line, but agents are slammed because it’s BFCM and the estimated wait time is over 20 minutes. 

The customer, wanting to make sure they get this special gift while it’s still in stock, quickly searches Google for the specs. They land on the site of another retailer that has the product in stock at a comparable price. Better yet, before they even have a chance to try and find the information themselves, a friendly chat assistant welcomes them and asks if they need help finding anything. 

The chat conversation quickly helps them determine what model they need and even sends them a direct link to the product page for it after just a brief dialogue. The customer, rather than shuffling through all their tabs to find the other retailer’s site, decide they might as well just purchase the item on the second site since they’re already on the exact product page they need.

This is what chat does best; they help customers while they’re in the flow of shopping. Wherever your customers are on the site, chat keeps all of the information right at their fingertips so they stay on-site and in the online shopping flow. According to recent studies, chat can boost conversion rates by as much as 12%!

With a tool like Gorgias, you can set up chat campaigns that target customers and automatically pop-up based on browsing behavior, pages visited, dwell time, and more. You can use these chat campaigns to offer real-time support, deal notifications, offer unique incentives, and more.

Learn more about how chat campaigns can help you improve the pre-sales customer experience and drive more sales during BFCM (and beyond).

How Gorgias helps support teams drive revenue on Black Friday and Cyber Monday

If your BFCM strategy over-relies on expensive marketing ideas to win new customers, you’re missing out. Of course, acquiring customers is important — but their value is only truly realized if you can keep them around. 

According to Gorgias data, repeat customers make up only 21% of the average brand’s customer base but generate 44% of that brand’s revenue because they shop more often and place higher-value orders. 

The easiest way to cultivate customer retention beyond the holiday season is through great customer support. And, the best way to provide great customer support is by giving your customer service teams the tools they need to streamline operations.

Gorgias helps empowers your support teams to retain customers by:

• Centralizing interactions across all ecommerce channels through powerful integrations to reduce tedious tab switching
• Automating answers to common requests to skip mind-numbing questions and reduce overall ticket volume to manageable levels
• Empowering agents to engage in meaningful customer interactions by automating repetitive tasks like ticket triage and tagging and updating orders
• Boosting sales with pre-sales support, proactive chat campaigns, product quizzes, and more features that power upsells and cross-sells‍
• Providing the data needed to continually optimize for the best agent and customer experience

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Looking for some customer support statistics to develop your business strategy for 2023? You’re in the right place.

Understanding customer expectations and their impacts on your business is a great way to improve your company’s customer service. For example, it can help you: 

• Make your request for more support resources more compelling and data-backed
• Inform your strategy, including deciding where to invest
• Benchmark your performance against similar companies

In this post, we’ve gathered tons of customer support statistics all in one place so you can understand the objective numbers behind the state of customer service as it stands now.

Customer service stats takeaways

Technology has driven the evolution of ecommerce in many ways, and the same trend rings true when it comes to customer service. Some of the biggest takeaways from this data include: 

• Customer expectations are growing. 79% of businesses believe that customers are smarter and more informed now than in the past. They expect A+ service from every brand. Bad customer service experiences will even cause shoppers to look for alternative options. 
• Seamless cross-channel journeys are challenging, but essential. 53% of consumers say customer support interactions feel “fragmented.” This is a critical challenge, as customers expect the same experience regardless of when and how they’re interacting with brands and service teams. 
• Artificial intelligence (AI) is here. 64% of service professionals who use AI believe it allows them to personalize and improve the service they provide. AI technology is a cost-effective way for brands to keep up. And modern consumers are warming up to the idea, easing concerns about AI leading to bad experiences and issues with privacy, trust, and ethics. 

Recommended reading: 8 Customer Service Trends for 2023

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The state of customer service in 2023

Excellent customer service is becoming both more challenging and a bigger competitive advantage than ever before. To deliver on that, brands have to overcome the challenge of high-effort, disconnected experiences.

• 88% of customers say the experience a brand provides is equally as important as the product or services it sells. This is up from 80% in 2020. Consider a good customer service experience one of the most important things you can sell. (Source: State of the Connect Customer report, Salesforce)
• 53% of consumers say customer support interactions feel “fragmented.” This is often due to hold times, handoffs to other customer service representatives, and ill-equipped customer service reps. (Source: State of the Connect Customer report, Salesforce)
• 13% of shoppers believe it takes minimal effort to get their issues resolved. (Source: State of the Connect Customer report, Salesforce)
• 29% of consumers feel like it takes “a lot” of effort to find solutions to their service issues. (Source: State of the Connect Customer report, Salesforce)
• Simplifying the customer journey while simultaneously reducing call volumes and costs is one of the top three customer service priorities for businesses in 2022. (Source: The State of Customer Care Survey 2022, McKinsey & Company)

• 79% of businesses believe that customers are smarter and more informed now than in the past. (Source: HubSpot Annual State of Service in 2022)

• 85% of businesses believe that customers are more likely to share both positive and negative experiences in 2022 than in the past. This could have a huge impact on your company’s word of mouth — a big concern if you’re offering poor customer service experiences. (Source: HubSpot Annual State of Service in 2022)
• 27% of customers who place an order reach out to support at some point in the buying journey, based on data from 12k ecommerce brands. (Source: Gorgias data)
• Brands receive an average of 882 monthly tickets, based on data from 12k ecommerce brands. (Source: Gorgias data)
• 61% of customer care leaders have experienced an increase in total calls in 2022. They cite “increased contacts per customer” and a growing customer base as the leading causes. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• Brands’ top four customer service priorities in 2022 are creating a great customer experience (45%), customer success (37%), customer retention (35%), and customer engagement(33%). (Source: HubSpot Annual State of Service in 2022)
• 88% of customer service leaders say customer expectations have soared to an “alltime high” in 2022. (Source: HubSpot Annual State of Service in 2022)
• 83% of customers expect to be able to resolve their complex issues with just a single customer support representative. (Source: The State of Customer Care Survey 2022, McKinsey & Company)

The top 10 reasons customers reach out to (ecommerce) support teams (based on a Gorgias survey of 12,000 ecommerce sites) are: 

• Order status
• Returns
• Pre-sale product questions
• Shipping questions when deliveries aren’t received
• Order change
• Order cancellation
• Missing an item from an order
• Marketing
• Negative customer feedback
• Warranty questions

Customer service benchmarks

Customer service is increasingly important, and average response times are decreasing. Benchmarks are helpful to keep in mind to ensure you’re competitive, but it’s equally important to set your own benchmarks and compete against yourself.

• Ecommerce businesses have an average Net Promoter Score (NPS) of 50. (Source: Retently)
• The customer satisfaction rating (CSAT) on Gorgias is 4.55. (Source: Gorgias data)
• Customer support agents handle an average of 1 ticket per hour. (Source Gorgias data)
• Brands have an average of 3 active agents at any given time. (Source: Gorgias data)
• The average resolution time is 18.1 hours. (Source: Gorgias data)

• The average first response time is 11.4 hours. (Source: Gorgias data)
• The average first response time on Facebook is 10 hours. (Source: Gorgias data)
• The average first response time on email is 7 hours and 34 minutes. (Source: Gorgias data)
• The average first response time via contact form is 11 hours and 25 minutes. (Source: Gorgias data)
• The average first response time on live chat is 42 minutes. (Source: Gorgias data)
• The average first response time on SMS is 35 minutes hours. (Source: Gorgias data)

• The recommended average resolution time is same-day for email. (Source: Gorgias)
• The recommended average resolution time for SMS tickets is 10 minutes. (Source: Gorgias). (Source: Gorgias)
• Live online chat support queries are typically resolved in under 10 minutes. (Source: Gorgias)
• Customer support interactions over the phone are best resolved in 1 call. (Source: Gorgias)
• Social media queries should ideally have a same-day resolution for comments and a 10-minute resolution for DMs. (Source: Gorgias)

Want to get better at measuring your service? Check out our guide to customer service metrics. 

The importance of great customer service (and danger of poor customer service)

Customer service impacts the bottom line, and customers are willing to share their experiences — good or bad. It also builds trust with shoppers, making them more eager to make a purchase and build a lasting relationship with your brand. 

• 94% of customer respondents say the “treatment of customers” is the top influence on their purchase decisions. (Source: State of the Connect Customer report, Salesforce)

• Improving the customer experience can increase sales revenues by 2%–7% and profitability by 1%–2%. (Source: Prediction: The future of Customer Experience, McKinsey & Company)
• Improvements to customer service also boost overall shareholder return by 7%–10%. (Source: Prediction: The future of Customer Experience, McKinsey & Company)
• 48% of customers will seek out competing brands for better customer service. (Source: State of the Connect Customer report, Salesforce)

• 74% of customers say it’s more important now than before the pandemic for brands to communicate honestly and transparently. (Source: State of the Connect Customer report, Salesforce)
• 62% of customers feel an emotional connection to the brands they buy from most, which is amazing for customer loyalty. Impersonal interactions, including irrelevant offers or waiting on hold, damage those relationships. (Source: State of the Connect Customer report, Salesforce)
• Repeat customers account for only 21% of customers, but generate 44% of revenue and 46% of orders. (Source: Gorgias)

• 94% of shoppers say they’re likely to make a repeat purchase after a positive customer service experience. (Source: State of the Connect Customer report, Salesforce)
• 82% of customers have recommended a company because they had a positive customer service experience. (Source: State of the Connect Customer report, Salesforce)
• 80% of consumers will even forgive brands after they made a mistake, so long as it’s followed up with good customer service. (Source: State of the Connect Customer report, Salesforce)
• 78% of consumers have made purchase decisions based on their customer service experiences. (Source: State of the Connect Customer report, Salesforce)

• 68% of customers trust businesses are telling the truth in 2022, compared to 59% in 2020. (Source: State of the Connect Customer report, Salesforce)

• 96% of customers say excellent customer service builds trust. (Source: State of the Connect Customer report, Salesforce)
• Repeat customers drive 300% more revenue than new customers. (Source: Gorgias)

Customer service teams and employees

Challenges with employee retention have led to reduced quality in terms of service standards. Brands with strong customer service training and strong, loyal service teams stand to gain a competitive advantage. 

• In 2021, nearly half of customer care managers faced increased employee attrition. (This was largely because up to 85% of the workforce shifted to working from home in 2020–2021). (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• The top-cited reason for employees leaving is poaching by competitors—58%—followed by employee dissatisfaction (39%), lack of advancement opportunities (31%), and lack of work–life balance (30%). (Source: The State of Customer Care Survey 2022, McKinsey & Company)

• 41% of service business leaders say it takes three to six months to train a new employee. 20% say it takes more than six months. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• “Retaining and developing the best people” was one of the top three customer service priorities for businesses in 2022. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• According to service leaders, the most effective ways to retain top customer service talent is through focusing on motivating and building trust with employees (34%), encouraging leaders to act on employee feedback (24%), offering new career opportunities (11%), and aligning their work to the overall company’s goals and values (11%). (Source: The State of Customer Care Survey 2022, McKinsey & Company)

• According to 54% of customer service professionals, peer relationships are the best way to learn. 50% learn by attending conferences and 39% from formal mentors. (Source: HubSpot Annual State of Service in 2022)
• Service professionals actively learn new skills for their roles “a few times a month or more often” (32%), “about once a month” (30%), or “a few times a year” (28%). (Source: HubSpot Annual State of Service in 2022)

Personalization in customer service statistics 

Customers continue to expect more relevant messaging and promotion from brands, including personalized customer support. And their hesitations around data privacy and related technologies are waning, making them more open to sharing information to receive improved customer service interactions. 

• 73% of customers expect brands to understand their personal customer needs. (Source: State of the Connect Customer report, Salesforce)
• 62% of shoppers expect brands to anticipate their needs. (Source: State of the Connect Customer report, Salesforce)
• 56% of shoppers expect all offers to be personalized to them. (Source: State of the Connect Customer report, Salesforce)
• 56% of customers feel like brands just treat them as a number, not as a person to build a relationship with. (Source: State of the Connect Customer report, Salesforce)

• 46% of consumers would share their style preferences if it meant they would receive personalized offers and rewards. (Source: State of the Connect Customer report, Salesforce)
• 61% of consumers feel comfortable with brands using their personal information transparently and beneficially. This is an increase from 52% in 2020. (Source: State of the Connect Customer report, Salesforce)
• Almost 80% of consumers say that when brands are transparent about how they use their data to provide personalized experiences, it makes them trust the brand more. (Source: State of the Connect Customer report, Salesforce)

Customer service tools and platforms

Technology is key to delivering exceptional customer service experiences. The right tools, from helpdesks to live chat support apps, are essential to meeting today’s customer expectations. 

• Only 12% of digital platforms are “highly integrated.” (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• There are 94 help desk solutions currently available in the market. Gorgias has the top spot. (Source: Datanyze)
• Gorgias customers improve ticket resolution by 34% by adding phone support. (Source: Gorgias)
• 86% of live chat tickets end with a satisfied customer. (Source: Gorgias)

• 77% of businesses use some form of digital means to provide customer service and assistance, yet only 10% of new digital platforms are fully taken advantage of by customers. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• 95% of customer service leaders believe a customer relationship management (CRM) platform can help boost productivity. (Source: HubSpot Annual State of Service in 2022)‍
• 36% of brands track NPS scores as a way to listen to customers. (Source: HubSpot Annual State of Service in 2022)

Multichannel customer service statistics

The number of communication channels customers can use to interact with brands (and vice a versa) is constantly increasing. This number is only going to grow, so brands need to understand not only how to leverage each customer service channel but also how to integrate all the touchpoints into a single synonymous customer experience. 

Synergy across an omnichannel support experience is the new baseline for good service. 

• 43% of shoppers prefer to use non-digital channels for customer service, preferring in-person or phone support. (Source: State of the Connect Customer report, Salesforce)
• 83% of shoppers say they have more brand loyalty when customer service is consistent across departments. (Source: State of the Connect Customer report, Salesforce)
• 86% of live chat tickets end with a satisfied customer—more specifically, a 4- or 5-star CSAT rating. (Source: Gorgias)
• Businesses plan to increase digital customer interactions by 1.5 times by 2024. (Source: The State of Customer Care Survey 2022, McKinsey & Company)

AI and automation in customer service

Artificial intelligence (AI) enables more self-service options, as well as automations. Effective use of support automation technology can boost efficiency and reduce resolution and response times. 

• Nearly 80% of businesses have experienced an increase in customer adoption of self-service customer support channels, including chatbots. (Source: State of the Connect Customer report, Salesforce)
• Only 20% of online support interactions are completely self-serviced and unassisted. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• Nearly two-thirds of customer care leaders say that higher-quality self-service options have contributed significantly to reduced call volumes. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• 14% of Gorgias tickets are automated. (Source: Gorgias data)
• The top 5% of Gorgias Automate users automate 45% of all interactions (source: Gorgias). 

• 79% of customer service professionals believe AI is “somewhat to very important” to their jobs. (Source: HubSpot)

• 64% of service professionals who use AI believe it allows them to personalize and improve the service they provide. (Source: HubSpot)

• 65% of customer service tasks are automated. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• 57% of consumers trust companies to use AI ethically. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• 72% of shoppers have concerns about the ethics behind companies’ use of AI. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• 69% of customers are open to the use of AI if it can improve their experiences. (Source: The State of Customer Care Survey 2022, McKinsey & Company)

• Only 20% of online support interactions are completely self-serviced and unassisted. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• Nearly two-thirds of customer care leaders say that higher-quality self-service options have contributed significantly to reduced call volumes. (Source: The State of Customer Care Survey 2022, McKinsey & Company)

• 88% of consumers expect brands to have self-service support tools. (Source: Statista)

• In 2022, 58% of customers have used chatbots for simple customer service. (Source: State of the Connect Customer report, Salesforce)
• In 2022, 65% of customers reported having used self-service account portals for service. (Source: State of the Connect Customer report, Salesforce)

• 66% of Millennials prefer self-service for simple support cases, compared to 61% of Gen Zers, 59% of Gen Xers, and 49% of Baby Boomers. (Source: State of the Connect Customer report, Salesforce)

The future of customer service

Anticipating future trends and advancements can help you stay ahead of the curve. Customer expectations will continue to rise, touchpoints will become increasingly complex, and AI will play a growing role in delivering top-notch service. 

• 58% of service leaders believe call center volumes will continue to increase over the next 18 months. (Source: The State of Customer Care Survey 2022, McKinsey & Company)
• Digital channels will become increasingly important. Millennials and Gen Zers are the most digitally savvy. Each of these generations, for example, is 1.6x more likely than Baby Boomers to prefer digital channels. (Source: State of the Connect Customer report, Salesforce)

• AI-powered self-service options are also going to grow. Nearly 80% of businesses have experienced an increase in customer adoption of self-service customer support channels, including chatbots. (Source: State of the Connect Customer report, Salesforce)

Are you ready to improve your customer service in 2023?

Now that you know the latest customer experience statistics in 2023, check out our list of customer service best practices to put this knowledge into action and become a more customer-centric company to attract and retain loyal customers.

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In customer service, you can find a wide variety of job titles, each with a unique set of key responsibilities — everything from answering phones at a call center to setting up automations, developing strategies for customer retention, and much more.  

If you’re looking for a job in customer service, you’re in the right spot. Customer support can be a great way to transition industries and work your way toward a satisfying and rewarding career. Below, you’ll learn about 7 types of customer service roles, including typical daily duties and qualifications. 

If you’re hiring customer support team members, you can also adapt the job posting templates to help you find talented new employees. Plus, you’ll hear from a couple of top ecommerce brands about why it’s important to give everyone on your team some customer service responsibilities, regardless of their role. 

Customer Service Agent (or Representative)

Customer Service Agents (or Customer Service Representatives) are the most junior role on a customer support team. Support Representatives are customer-facing employees on the frontline. They receive incoming support messages and calls, answer basic questions, and pass along complex or technical questions as needed. 

Of course, even at this stage, Agents can play a major role in helping improve workflows, tagging and organizing incoming support requests, passing along customer feedback, and more. 

If you’re a recent graduate or trying to pivot to a career in customer service, becoming an Agent is a great option. 

Customer Service Representative job description template

We are seeking a dedicated and friendly Customer Service Agent to join our team. In this role, you will be the face of our company, assisting customers with their inquiries, resolving any issues, and ensuring a positive customer experience. 

The ideal candidate will have excellent communication skills, problem-solving abilities, and a passion for delivering exceptional customer service.

Duties and responsibilities

• Provide prompt and efficient responses to customer questions via phone, email, social media, and chat
• Address and resolve customer complaints or concerns in a professional and timely manner
• Maintain a high level of company product knowledge to effectively answer customer queries
• Identify opportunities to upsell or cross-sell products and services to customers
• Collaborate with other team members and departments to ensure customer satisfaction
• Keep accurate records of customer interactions and transactions in the CRM system
• Follow company policies and procedures when handling customer requests and issues
• Continuously strive to improve customer service skills and knowledge through training programs

Qualifications and requirements

• Previous experience in customer service or a related field is preferred
• Excellent verbal and written communication skills, plus active listening skills
• Experience with a helpdesk, CRM software, and other customer service tools
• Ability to multitask and prioritize tasks effectively in a fast-paced environment
• Strong problem-solving and decision-making abilities
• A positive and empathetic attitude toward customers
• Availability to work flexible shifts, including evenings, weekends, and holidays
• High school diploma or equivalent work experience
• Additional certifications in customer service or related fields are a plus

Benefits

• Competitive salary ($40,000 – $55,000)
• Health, dental, and vision insurance
• 401(k) retirement plan
• Paid time off (15 days) plus holidays and sick days
• Ongoing training and development opportunities

How to apply

Interested candidates should submit their resume and cover letter to [email].

How Gorgias supports this role

Gorgias is chock-full of features and automations to help Customer Service Agents offer quick, helpful responses. 

For instance, Gorgias centralizes messages from all communication channels (email support, live chat support, social media support, SMS support, WhatsApp support, and more) into one shared inbox so Agents don’t have to spend all day switching tabs. This helps your team offer omnichannel customer service. 

Also, when Agents are answering incoming support tickets, Gorgias displays customer information (including past conversations and orders) to give Agents all the context they need to answer the question. This also helps Agents offer personalized customer service. 

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Customer Service Specialist (or Level 2 Agent)

Customer Service Specialists have many of the same day-to-day responsibilities as Representatives. The main difference is that Specialists typically have more experience, know more customer service techniques, and can handle more complex, sensitive, and challenging interactions with customers. 

In most teams, tickets get “escalated” to Level 2 Agents (or Specialists) if they’re beyond the skillset of an Agent. Often, Agents get promoted to Specialists once they understand the company’s policies, procedures, and products. It can be a great stepping stone to managing a team.

Customer Service Specialist job description template

We are seeking a Customer Service Specialist to join our team who will respond to customer inquiries by phone call, email, or chat. As a Specialist, you will be responsible for resolving mostly routine customer inquiries with some non-routine, more complex problems. 

The ideal candidate will have excellent communication skills, problem-solving abilities, and a passion for delivering exceptional customer service — including to angry or escalated customers.

Duties and responsibilities

• Provide excellent customer service by responding to customer inquiries by phone, email, social media, SMS, or chat in a friendly and professional manner
• Analyze customer service needs and refer to other service or technical departments for follow up as needed
• Use customer relationship applications or databases to record activities and research product information
• Resolve mostly routine and some non-routine, more complex problems like processing orders and multitasking
• Document customer inquiries and monitor responses for quality assurance purposes
• Proactively engage with customers, identifying opportunities for improvements and suggesting potential solutions
• Stay up-to-date with industry trends and best practices in customer service

Qualifications and requirements

• 1-3 years of related experience preferred, or additional specialized training and/or certification
• Excellent verbal and written communication skills
• Ability to empathize with customers and remain calm and composed in difficult situations
• Strong problem-solving abilities with a focus on finding effective solutions for customers
• Familiarity with CRM systems and other relevant software tools
• Availability to work flexible hours, including evenings and weekends
• High school diploma or equivalent work experience
• Additional education or certification in customer service is a plus

Benefits

• Competitive salary ($45,000 – $60,000)
• Health, dental, and vision insurance
• 401(k) retirement plan
• Paid time off (15 days) plus holidays and sick days
• Ongoing training and development opportunities

How to Apply

To apply, please submit your resume and a cover letter detailing your relevant experience to [email].

How Gorgias supports this role

Gorgias makes escalating tickets to Level 2 agents extremely easy. You can even set Gorgias up to automatically assign angry customers to certain agents — this works because Gorgias scans the sentiment and intent of every incoming ticket, and can assign, tag, and even respond automatically based on what it finds. 

Here’s a visualization to help explain how Gorgias can automatically detect the contents of a ticket, and assign or tag it however works best for your team.

Customer Service Team Lead

The Customer Service Team Lead is directly responsible for managing a team of Agents. As a Team Lead, you’ll spend less (or no) time answering tickets, and more time hiring, onboarding, and training new support agents. ’

In some companies, the Customer Service Team Lead also acts as the Customer Service Manager (which we’ll cover below). But most companies separate the roles: The Team Lead manages the people, while the Manager manages the strategy and business impact. 

Customer Service Team Lead job description template

We are seeking a customer service team lead to join our team. Reporting to the customer service team manager, the Customer Service Team Lead will be responsible for leading Customer Support Agents to provide the highest level of support and service to all internal and external customers. 

The ideal candidate will have experience in team leadership, customer service, and problem-solving, with an understanding of industry best practices.

Duties and responsibilities

• Lead the customer service team to achieve key performance indicators (KPIs) and customer satisfaction goals
• Develop and implement departmental systems, policies, and procedures to maintain a high level of service
• Identify opportunities to enhance internal processes and promote best practices that lead to overall performance improvement and organizational efficiency
• Monitor and evaluate customer feedback to ensure that the team exceeds customer expectations
• Assist with the recruitment and selection of new team members
• Provide onboarding, coaching, and mentoring to new and existing team members
• Conduct regular performance evaluations and provide development plans that encourage employee engagement
• Plan team rotas to ensure adequate coverage at all times
• Administer the Time Management System (TMS), recording holiday and sickness absences
• Support the team in answering customer inquiries by phone, email, or chat
• Monitor and coordinate the post-sales support process, ensuring all orders are reconciled accurately and progressed through the system correctly
• Evaluate trends in customer inquiries and identify ways to improve customer satisfaction and retention
• Collaborate with other departments to handle customer complaints and issues
• Produce written reports when required to do so

Qualifications and requirements

• Proven experience as a customer service team lead or a relevant leadership role (3+ years)
• A minimum of a high school diploma or equivalent; additional education/training in customer service, leadership, or a related field preferred
• Excellent organizational and problem-solving skills, with a focus on finding effective solutions for customers
• Exceptional verbal and written communication abilities and a customer-centric mindset
• Strong interpersonal skills and experience working as part of a team
• Experience with a helpdesk, CRM software, and other customer service tools

Benefits

• Competitive salary ($55,000 – $70,000)
• Health, dental, and vision insurance
• 401(k) retirement plan
• Paid time off (15 days) plus holidays and sick days
• Ongoing training and development opportunities

How to apply

To apply, please submit your resume and a cover letter detailing your relevant experience to [email].

How Gorgias supports this role

Gorgias gives Team Leads a helpful overview of the team’s performance. Specifically, you can see each agent’s essential metrics — like CSAT, response times, resolution time, conversion rate, and more. 

You can use these metrics to evaluate each agent and inform the type of training and coaching each one needs. Speaking of training, Gorgias also offers Gorgias Academy, which features dozens of courses to help teach your agents how to upskill, including how to use the helpdesk. 

Customer Service Manager

Customer Service Managers are responsible for implementing the department’s tools and strategies. Unlike Team Leads, who are responsible for people management and coaching, Customer Service Managers are more responsible for setting up tools and automation, making sure the team is working toward business goals, and generating reports about the state of the department. 

Customer Service Manager job description template

We are seeking a highly motivated and experienced Customer Service Manager to oversee our customer service operations and ensure the highest level of customer satisfaction. The Customer Service Manager will be responsible for leading a team of customer service representatives, implementing effective strategies, and continuously improving customer service processes. 

The ideal candidate will have a strong background in customer service, excellent leadership skills, and a passion for delivering exceptional customer experiences.

Duties and responsibilities

• Lead and manage a team of Customer Service Representatives and Team Leads, providing guidance, training, and support
• Develop and implement customer service standards, policies, and procedures to ensure consistent and high-quality service delivery
• Handle escalated customer inquiries or complaints, resolving issues and ensuring customer satisfaction
• Monitor and analyze customer service metrics, identify areas for improvement, and implement strategies to enhance performance
• Collaborate with other departments to improve customer service processes and optimize customer interactions
• Identify training needs and provide ongoing coaching and development opportunities for the customer service team
• Stay up-to-date with industry trends and best practices in customer service management
• Conduct regular performance evaluations and provide feedback and recognition to team members
• Foster a positive and collaborative work environment, promoting teamwork and employee engagement
• Implement customer feedback mechanisms to gather insights and make data-driven decisions

Qualifications and requirements

• Proven experience in a customer service management role (5+ years)
• Strong leadership skills with the ability to motivate and inspire a team
• Excellent communication skills, both verbal and written
• Strong problem-solving and decision-making abilities
• Proficient in customer service software and CRM systems
• Experience in analyzing customer data and using it to drive improvements
• Excellent organizational and time management skills
• Ability to work well under pressure and meet deadlines
• Customer-centric mindset with a passion for delivering exceptional service
• Bachelor's degree in business administration, communications, or a related field (preferred), or equivalent work experience

Benefits

• Competitive salary ($65,000 – $80,000)
• Health, dental, and vision insurance
• 401(k) retirement plan
• Paid time off (15 days) plus holidays and sick days
• Ongoing training and development opportunities

How to apply

To apply, please submit your resume and a cover letter detailing your relevant experience to [email].

How Gorgias supports this role

Gorgias is full of automations that Customer Service Managers can set up to make their team more efficient and productive. 

For instance, imagine you’re a Customer Service Manager looking for solutions to answer more tickets without hiring additional agents. You could set up Gorgias Automate to let customers answer FAQs, track orders, request returns, and more in the chat widget and Help Center. 

The Manager can also review the performance of these (and other) automations to understand the impact and find areas for improvement.

Technical Support Engineer

Technical Support Engineers provide support to customers experiencing issues with software and other IT equipment. Most Technical Support Engineers are hired for Software-as-a-Service (SaaS) companies or universities, hospitals, and other large companies that need support for technical equipment and issues.

Note: Gorgias is 100% built for ecommerce. You can send images, videos, and other files to solve complex issues, but the tool isn’t built for software companies that need to offer very technical support. Check out our list of the best customer service software if you’re a non-ecommerce company.

Technical Support Engineer job description template

We are seeking a skilled and customer-oriented Technical Support Engineer to join our team. The Technical Support Engineer will be responsible for providing technical assistance and support to our customers, ensuring timely resolution of technical issues, and delivering exceptional customer service. 

The ideal candidate will have a strong technical background, excellent problem-solving skills, and a passion for helping customers.

Duties and responsibilities

• Take ownership of customer issues reported and see problems through to resolution
• Research, diagnose, troubleshoot, and identify solutions to resolve system issues
• Follow standard procedures for proper escalation of unresolved issues to the appropriate internal teams
• Provide enterprise-level technical assistance to customers, including software and hardware support
• Resolve network issues and configure operating systems as needed
• Use remote desktop connections, email, and chat applications to provide immediate support and answer client queries
• Ask customers targeted questions to quickly understand the root cause of the problem
• Track computer system issues through to resolution, within agreed time limits
• Properly escalate unresolved issues to the appropriate internal teams for further investigation and resolution
• Provide prompt and accurate feedback to customers
• Refer to internal databases or external resources to provide accurate technical solutions
• Ensure all customer issues are properly logged and prioritized
• Manage and prioritize multiple open issues at a time
• Follow up with clients to ensure their IT systems are fully functional after troubleshooting
• Prepare accurate and timely reports
• Document technical knowledge by creating notes and manuals
• Maintain positive and professional relationships with clients

Qualifications and requirements

• Proven work experience as a Technical Support Engineer, Desktop Support Engineer, IT Help Desk Technician, or similar role
• Hands-on experience with Windows/Linux/Mac OS environments
• Good understanding of computer systems, mobile devices, and other tech products
• Ability to diagnose and troubleshoot basic technical issues
• Familiarity with remote desktop applications and helpdesk software
• Excellent problem-solving and communication skills
• Ability to provide step-by-step technical help, both written and verbal
• Bachelor's degree in Information Technology, Computer Science, or a relevant field, or equivalent work experience
• Additional certification in Microsoft, Linux, Cisco, or similar technologies is a plus

Benefits

• Competitive salary ($75,000 – $90,000)
• Health, dental, and vision insurance
• 401(k) retirement plan
• Paid time off (15 days) plus holidays and sick days
• Ongoing training and development opportunities

How to apply

To apply, please submit your resume and a cover letter detailing your relevant experience to [email].

Customer Success Manager

Customer Success Managers are responsible for maintaining client relationships. They don’t answer tickets at all — instead, they meet regularly with clients to understand their business goals, help implement solutions, and ensure the client remains happy and satisfied. 

Most Customer Sucess Managers work for Software-as-a-Service (SaaS) companies, agencies, and other kinds of client-based companies. Because Gorgias is built for ecommerce support teams, it’s not recommended for Customer Success Managers. 

Customer Success Manager job description template

Duties and responsibilities

• Establish clear client retention goals and develop strategies to achieve them
• Collaborate with sales and account management teams to onboard new customers and ensure a smooth transition
• Analyze customer data to gain insights and identify opportunities for improving customer experience and increasing revenue
• Conduct product demonstrations and train customers on how to effectively use our products or services
• Upsell additional services and products that align with customer needs and company offerings
• Act as the main point of contact for customer inquiries, concerns, and escalations, and ensure timely resolution
• Regularly engage with customers to check on their satisfaction, gather feedback, and identify areas for improvement
• Create and deliver customer success metrics and reports to internal stakeholders
• Collaborate with cross-functional teams to implement solutions that address customer needs and enhance their experience
• Assist in creating training courses and educational materials to help customers optimize their usage of our products or services
• Monitor customer health metrics and proactively intervene to prevent churn and increase customer loyalty

Qualifications and requirements

• Proven work experience as a Customer Success Manager or similar role
• Strong track record in managing and growing customer accounts
• Exceptional communication and relationship-building skills
• Technical aptitude with the ability to understand and explain complex products or services
• Experience in promoting and delivering value through exceptional customer experiences
• Ability to work independently and collaboratively in a dynamic, fast-paced environment
• Strong problem-solving and analytical skills
• Ability to build and maintain long-term relationships with clients
• Proficient in using CRM software and tools for tracking customer interactions and metrics
• Bachelor's degree in Business Administration, Marketing, or a related field, or equivalent work experience

Benefits

• Competitive salary ($85,000 – $100,000)
• Health, dental, and vision insurance
• 401(k) retirement plan
• Paid time off (15 days) plus holidays and sick days
• Ongoing training and development opportunities

How to apply

To apply, please submit your resume and a cover letter detailing your relevant experience to [email].

Director of Customer Service

The Director of Customer Service oversees the entire department and reports directly to executive leadership. They are responsible for managing the budget, reporting to executive management, and shaping the future of the department. 

Director of Customer Service is the most senior role we’ll cover in this article. But depending on your business’s size and makeup, you could hire additional executive-level roles like Vice President of Customer Experience or Chief Customer Officer (CCO). 

Director of Customer Service job description template

We are seeking a skilled and experienced Director of Customer Service to oversee our company's customer service policies, initiatives, and operations. 

The ideal candidate will possess a deep understanding of customer needs and expectations, a passion for delivering exceptional customer experiences, and a proven track record of managing high-performing customer service teams.

Duties and responsibilities

• Direct and oversee all aspects of the company's customer service policies, initiatives, and operations
• Develop service level standards to improve response times, reduce customer complaints, and increase customer satisfaction
• Establish and implement best practices to improve service delivery quality, efficiency, and effectiveness
• Develop and institute systems to capture and analyze customer feedback, service metrics, and trends
• Manage resource allocation and budgeting to ensure the delivery of world-class customer service across all communication channels
• Align customer service activities with business objectives and support cross-functional initiatives
• Manage and coach customer service staff and enhance their skills delivery for excellent customer service
• Regularly report to top management and inform them of the progress on customer service KPIs and metrics
• Collaborate with other departments to identify areas for improving customer experience
• Maintain up-to-date knowledge of industry trends in customer service management, customer support software and industry software.

Qualifications and requirements

• 7+ years of progressive management experience in customer service, preferably at a leadership level
• Deep knowledge of best practices in customer service experience management
• Proficient in using and managing customer services systems
• Excellent communication, interpersonal, and conflict resolution skills
• Deep understanding of customer needs and expectations
• Excellent problem-solving skills
• Proven track record collaborating with other internal departments
• Bachelor’s degree in Business Administration, Customer Services Management, or related fields, or equivalent work experience

Benefits

• Competitive salary ($95,000 – $110,000)
• Health, dental, and vision insurance
• 401(k) retirement plan
• Paid time off (15 days) plus holidays and sick days
• Ongoing training and development opportunities

How to apply

To apply, please submit your resume and a cover letter detailing your relevant experience to [email].

How Gorgias supports this role

Gorgias features a suite of tools and dashboards that the Director can use to communicate the department’s performance to executive leadership. On top of Agent Performance, which we mentioned above, you can see a variety of other data. 

For example, you can see an overview of your support performance, benchmarked against other support teams in your industry:

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You can also see data about your team’s contribution to revenue, to run and report on experiments like using chat campaigns or live chat to generate sales.

Tip: Get your whole company involved in customer support

While you’re building a dedicated customer service team, consider requiring non-support team members to spend some time answering support tickets — either during onboarding or periodically as ongoing training. This helps non-support members:

• Understand your customers: Customer support speaks directly to customers, and it’s a great way to gain a first-hand understanding of their challenges, preferences, and more. Non-support team members can take these insights back to their own roles. 
• Answer questions during busy seasons: If non-support team members understand customer support best practices and already know how to use your helpdesk, they can step in during Black Friday — Cyber Monday and other busy seasons. 
• Learn the value of good customer support: Often, businesses take customer support for granted. They don’t understand the skill good customer service requires, and they don’t always understand the insights and feedback support conversations can provide. 

If you use Gorgias, you’re in luck. While nearly every other helpdesk charges for additional seats, Gorgias gives you unlimited seats so everyone can make a profile and get involved with support at no extra cost.

Plus, Gorgias is easy for anyone — even non-support folks — to pick up and use. Here’s what a Marketing employee at Chomps, a Gorgias user, says:

“As a non-CX'r, Gorgias has made helping out the CX team so much easier. The platform is intuitive. And because our team has built out many Macros, I can easily answer common questions and concerns. Although I'm not on the platform every day, I can toggle between open and closed tickets if I need to reference an old situation and get up to speed quickly and efficiently.”

Read more about how Chomps uses Gorgias to share customer insights across the whole company. 

Manage all your customer service roles inside Gorgias

Gorgias is a customer service platform built for teams of all sizes. And to accommodate all the different roles and responsibilities, Gorgias lets you select a role for each user, giving them (only) the permissions they need to do their jobs. 

This helps keep everyone focused on their role’s scope, and ensure privacy and security — especially if you outsource customer service and want to limit access to sensitive information. 

User Roles include:

• Observer agent: View customers and tickets and add internal notes.
• Lite agent: Modify (but not delete) customers and tickets and send messages.
• Basic agent: Modify (and delete) customers and tickets and send messages. Delete customers and tickets. 
• Lead agent: Manage customers, tickets, and tags; send messages; and manage the Help Center.
• Admin: Manage everything. 

Want to learn about how Gorgias can help you make your customer service team more efficient and effective? Claim your demo today.

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‍TL;DR:

• Live chat is the fastest way to help shoppers. It gives customers real-time answers and prevents drop-off.
• You don’t need a 24/7 team to run live chat. Automate FAQs and set clear hours to keep it manageable.
• Live chat improves conversions and customer loyalty. Shoppers who chat are more likely to make a purchase and return to your store.
• Start by automating questions like order tracking and returns. These are easy to answer and make up most of your volume.
• Gorgias makes it easy to launch and scale live chat. You can integrate with your store and go live in under a day.

According to 2025 Gorgias data, chat inquiries are resolved in 24 minutes versus two days on email. It’s no wonder customers prefer live chat over any other support channel.

If you aren’t already offering live chat, it might feel like a big commitment. But when the end product is happier customers, it’s high time to catch up.

Thinking about offering live chat? Learn more about the benefits of live chat customer support, how it differs from chatbots, when and how to use it, and the best live chat tools to use based on your team’s needs.

What is live chat support?

Live chat support is a form of customer service that uses a chat widget to intake customer inquiries. Ecommerce websites, browser-based tools, and mobile apps typically offer live chat in combination with other customer service channels like email, phone, and social media.

Depending on the business, live chat support availability can vary. Some businesses choose to run live chat within their operating hours, while others extend 24/7 availability with the help of automation, conversational AI, or a dedicated off-hours team.

Related: Customer service messaging: Tips and templates for SMS + conversational channels

How does live chat support differ from a chatbot?

The main difference between live chat and chatbots is the option to speak to a live human agent.

With live chat support, customers always have the option of speaking to a live human agent. Meanwhile, chatbots can only provide customers with automated responses, whether preconfigured or generated by AI.

Why should you offer live chat support?

Live chat doesn’t just make support faster—it helps you close more sales.

Aside from quick answers, customers want confidence to buy. In fact, Hiver reports that 63% of consumers prefer live chat over phone and social media, mainly because they get instant answers while they’re still browsing.

Here are the benefits of implementing live chat for your business:

• Customer satisfaction: Customers get the clarity they need while shopping
• Higher conversions: Live chat removes friction at checkout by resolving doubts in real time
• Faster resolutions: Support teams close tickets faster by solving issues right away
• Revenue retention: Agents can recommend the right product, reducing the chance of returns later

Read more: A guide to resolution time: How to measure and lower it

When does live chat make the biggest impact?

Live chat shines in situations where timing directly impacts whether a customer buys your product or walks away. These conversations often happen before a purchase, like when a shopper is deciding between products, has concerns about shipping, or wants to confirm your return policy.

Use live chat in these moments:

How automation makes live chat support scalable

You don’t need a large support team to offer high-quality live chat support. Sure, live chat can feel risky if you’re a brand with a lean CX team or high ticket volume, but when you automate the right types of conversations, it becomes one of the most impactful support channels.

What to automate first

Start with high-frequency, low-complexity inquiries. These are repetitive questions that don’t require an agent to resolve:

• Order tracking (where is my order)
• Shipping, return, exchange, and cancellation policies
• Basic troubleshooting
• Product education, like sizing or fit guides

These types of tickets typically make up the bulk of your live chat volume. Automating them clears the way for agents to focus on conversations that require more specialized knowledge and nuance.

Automation features that help you scale

The best live chat isn’t only a messaging tool, it also comes with features that make the support agents using it more productive.

Here are the top automation features to improve live chat:

• Macros: One-click prewritten replies to common questions that agents can send manually or automatically.
• Customer and product variables: Dynamic details—like name, order number, and delivery date—pulled from your ecommerce platform and inserted into messages can easily make interactions more personalized.
• Flows: Interactive Q&A scenarios that automatically answer customer questions in the chat widget.
• Routing: Prioritize or assign tickets to agents based on topic, urgency, or language for maximum efficiency.
• Conversational AI: Leave live chat on 24/7 with tools like Gorgias AI Agent to answer repetitive questions and update orders—even when your team is offline.

The dos and don’ts of replying to a live chat message

Good live chat messages are quick, helpful, and easy to follow. Poor live chat messages are slow, robotic, or long-winded.

Follow these guidelines to help keep your replies effective and consistent:

How to set up live chat without overwhelming your team

Adding live chat for the first time or want to make your current setup more manageable? Start with these five steps:

1. Set live chat hours

You don’t need to be online at all times to offer live chat. Start by choosing live chat hours that reflect your team’s availability and peak shopping hours.

Remember to display your availability on your website clearly to manage customer expectations.

2. Prioritize live chat tickets in your inbox

Customers who reach out to you via chat are active on your site and often close to purchasing. 

Create rules in your helpdesk that flag live chat conversations as urgent, so they don’t get buried under slower channels like email. If you have a dedicated agent who handles chat, route all chat tickets to them for instant visibility.

3. Automate your first reply

Set up an auto-response that triggers immediately when someone starts a chat. Even a short message like “Hey! Thanks for your message, an agent will be right with you,” can reduce drop-off and give your team time to prep.

4. Edit your macros for live chat

Templates that work in email may be too wordy in chat. Shorten your macros, simplify the tone, and make sure each response fits cleanly into a chat window. Use dynamic variables to pull in details like order number or shipping status without slowing down your agents.

5. Capture customer emails when live chat is offline

Customers don't stop having problems when your team clocks out. When someone tries to chat outside business hours, collect their email so an agent can follow up once your support team is back online.

Best live chat tools for CX and support teams

If you’re evaluating live chat software, here are five solid options to start with. Each one fits different team sizes and priorities.

Deliver faster support without adding headcount

Gorgias helps ecommerce brands deliver fast support without cutting into your budget. Automate common questions with conversational AI, resolve tickets in seconds, support and sell, and give your team the context they need to handle complex conversations with one tool.

Want live chat that takes support to the next level? Book a demo.

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Responding to customer complaints can be challenging. It’s hard to diffuse a situation when a customer is already roaring mad. 

Investing in acquiring new customers is anywhere from 5 to 25 times more expensive than campaigns aimed at customer retention. 

So, diffusing the situation is always worth the effort. 

Depending on the reason for the customer complaint, you can offer free swag and coupons to keep them calm and have them falling in love with your brand all over again.

There are some instances, however, where the customer is just plain wrong, and you shouldn’t give into them. In this post, we explore both sides of the coin and give you specific guidance on how to deal with customer complaints. 

Common categories of customer complaints

Why do customers complain in the first place? It’s usually because they’ve been let down in some way. 

Their expectations were not met.

Maybe they incorrectly read your return policy, or they thought the product’s color was going to be more vibrant, based on the image online. (A clear return policy can help here. Check out our free return policy template for help.)

When you’re first presented with a frustrated customer, it’s important to put yourself in their shoes and determine what let them down, so you can respond more empathetically.

Here are some common issues:

Website or order issues

A customer might be frustrated when your website glitches. There are so many different things that can go wrong:

• Product page has incorrect information
• Page or website isn’t loading
• There are errors with checkout page form fields
• The order confirmation page won’t load
• An item suddenly goes out of stock and the order can’t be processed
• The cart can’t be easily edited
  

The list goes on.

Customers who are faced with tech issues can easily become very frustrated. And without a fast response and resolution, they’re likely to bounce from the site. 

Because ecommerce companies offer products for website visitors to browse, this industry has some low bounce rates. But website glitches will certainly cause higher-than-desired bounce rates and consequently lower sales.

Product concerns

You might also get customer complaints about your products. Typically, a customer would complain after they bought and received the product and it didn’t meet their expectations. 

But you could get a website visitor in your chat software who is complaining before they’ve even bought the product. 

They might be trolling you after seeing a social media ad. It happens.

The majority of product-related complaints will be legitimate, however, so make sure that you not only help the customer with a refund or other solution, but that you also pass on the feedback to your manager.

Your most unhappy customers are your greatest source of learning

- Bill Gates

Refund issues

Refunds and reimbursements are another big category when it comes to negative comments and chat messages from customers. 

The customer might be angry that they can’t return a clearance item, that the refund window has passed, or that they have to pay for return shipping. 

Delivery delays

Maybe the product isn’t the problem. Sometimes delivery speeds can lead to customer complaints.

Customers might complain if the item is received later than they expected, or even if they knew that there would be a delay when ordering, but are still annoyed by it. 

How to respond to customer complaints

So now that we know some common types of customer complaints, let’s figure out what to do about them. 

Top channels for handling customer support

Today, customer service and support questions happen across a variety of channels. A customer service best practice is to respond to the customer using the channel they contact you on:

• Original social media post - If they have complained visibly on social media from their own account, you should consider commenting on that post from your brand’s main profile or the brand’s support profile (if you have a separate one) if they have tagged you. Say something polite and simple such as “We’re sorry that your order didn’t get received on time and that our support team didn’t help. Please email us and we’ll make sure the refund is processed correctly this time.” 
  

• Social media comment on your brand’s post - You should reply to every negative comment that someone writes on your branded social media posts. Respond to their concern, and then attempt to take the conversation to email or chat.
  

• Chat support - Live chat is now the top support channel based on consumer preference. That means that most customer complaints will be received on that customer service channel. And that’s great news, because this is a private conversation between you and the customer, so you can address the issue right away without having to move the conversation to a different channel. 

• Email - Some customers still prefer to contact businesses via email. Because people don’t respond to their email right away, this can delay resolution and cause further frustration. You can use an email response to prompt the customer to initiate a chat when they have time, so that the issue can be resolved live. Check out our email templates to help your team start responding to email complaints more effectively.
  

• Phone - Many ecommerce companies don’t offer phone support because of the cost, particularly when they serve multiple markets and languages. However, call support is a great channel for handling frustrated customers because you can speak directly to them, diffuse their anger with a calm voice, and resolve the issue quickly.

Templates for responding to customer complaints

Customer relationship management is ever-evolving, so make sure that you are improving your scripts and increasing your capacity for empathy. Your customer service team should be made up of people who genuinely care about your customers and want to help.

Here are some different customer service scripts you can use for customer complaint responses.

To move a conversation off of social media:

Thank you for voicing this concern. We want to help fix this issue as soon as possible. Can you please email us at support@email.com or start a chat on our website? 

To apologize for bad customer service:‍

I’m sorry that you didn’t get the support you needed when you chatted with our team. I want to take care of this issue personally. We’ll also make sure this doesn’t happen again and train our team to do better. Please email me at manager@email.com.

To handle delivery errors:

I apologize that you didn’t receive this order by the expected date. I want to help make this right. Click here to track your order: {{las_order_tracking_url}}.
To thank you for your patience, here’s a $10 coupon off your next order. 

Pro tip:

Provide personalized support easily by using customer variables like the last order id and tracking URL into your answer templates. Simply connect your ecommerce platform and your Gorgias helpdesk to unlock this feature.

For long, unexpected delivery delays:

You’re right, you should have received the order by now. I can ship you a replacement, and if you receive the original, please refuse the package or send it back to us if you’re not at home to refuse it.

To handle frustration about known delivery delays:

From increased demand (which we’re so grateful for!) our order fulfillment timelines have gotten a lot slower lately. We’re sorry for that. But good new, your order is on the way!
Click here to track your order: {{las_order_tracking_url}}.
We can’t wait to hear how you enjoy it, so please let us know. 

To respond to refund requests far outside the policy window:

Unfortunately, it is too far past the return window for us to process this return. Per our policy, returns can be processed up to 45 days. While I can’t process this return, I can offer you a $10 coupon off of your next purchase. 

Related: Check out our return and refund policy template generator.

To respond to refund requests slightly outside the policy window:

While it is past the return window, you’re only a couple days past, so I can process your return. I will create your printable return label, as our returns portal won’t allow you to initiate the return process on your own because of the timing. Would you like me to send the printable return label to the email address used for this order or a different email address?‍

To respond to refund requests for non returnable products:

Unfortunately, this item can’t be returned, as per our return policy. We can’t process returns for clearance items. However, I can offer you 20% off your next order. Would you like this one time coupon code?

To hand the conversation over to a manager:

I understand that you’re frustrated. I can’t help further with this situation, but I can get you in touch with a manager who might be able to help with your request. Would you prefer that she get in touch with you via email or phone?

When to escalate customer complaints to management

For the most part, you’ll need to stick with your company’s policy and not give in to angry customers, but sometimes you might need to bend.

For example, if a customer demands a refund for something outside of policy and refuses to give up on that demand, you might want to just get them in touch with the manager.

The manager or business owner might decide to allow the return, rather than to have this angry customer complain about the business online.

Essentially, you should try to handle issues yourself within policy. If a customer is asking for something outside of policy and is very demanding and angry, that’s when you should escalate the case.

You’ll have to rely on your customer service skills and intuition to help you make the right call.

When to offer special gifts and coupons (and what to give)

Should you offer gifts and bonuses to customers?

Only do so when the company is at fault. You might give a coupon code for a certain amount off their next order, or a percentage discount. Or, you might allow them to choose any product under a certain amount and you ship it to them free of charge. 

Here are some reasons when it would be appropriate to offer a special coupon or free gift:

• The order was delivered very late
• The customer tried repeatedly to create the order despite many website errors
• The wrong product was received
• The product drastically undermet expectations
• A customer support representative provided terrible service
  

You shouldn’t offer special gifts or coupons or free products when a customer is bullying you, though. Don’t do it just because someone is extremely frustrated. Instead, just try to resolve their issue as best you can.

When to stick with your policies and when to bend the rules

Here’s a great quote from an ecommerce store founder about the need to sometimes let the customer be right, even when they’re not:

Our biggest mistake was not giving into crazy customers and my lesson was that it’s better to lose a little money than to be right.
For example, we’ve had instances when the customer didn’t follow a certain refund policy and still wanted a refund. Sometimes it’s better to play nice and not follow your refund policy as angry crazy customers can make you lose a lot more money. With social media at everyone’s disposal you have to be very careful.

- Alex Iconn, founder of Luxy Hair

Read the full story Luxy Hair on Shopify blog pos.

How to use automation wisely to speed up response times and reduce frustration

The faster you respond, the better the customer experience. Quick response times reduce frustration because your customer doesn’t have to feel like they’re waiting around for you.

If a customer is already upset with your company, and they have to wait a long time for a response, they might be even angrier.

The good news is that you can use Gorgias to automatically prioritize customers with negative sentiments in their messages. We can detect their frustration and make sure they hop to the front of the line. 

You can also use Gorgias to create automated responses that handle simple issues. For example, if someone says “My order hasn’t been received yet” your chat bot can reply “I’m sorry! What is the order number?” 

This way, the customer can grab the order number while a human agent is joining the chat. 

With Gorgias, rules can be used to set up automations, add tags to support messages, and prioritize certain customers. Here’s how to use rules:

Responding to customer complaints isn’t always easy. But when you make it your mission to empathize with your customers and deepen their relationship with your brand, you’ll be in the right mindset to reply.

Gorgias helps online merchants grow through exceptional customer service. Check out our platform.