TL;DR:

• There are two types of metrics and you need both. Operational metrics tell you what is happening (speed, volume, efficiency). Experience metrics tell you how shoppers felt about it (CSAT, CES, NPS). One without the other gives you half the picture.
• Without metrics, you are managing by gut feeling. You cannot explain what is slow, justify headcount or tooling to leadership, or catch recurring problems before they show up in your reviews.
• Your benchmark is your vertical, not the industry average. First response time varies by up to 5.5x across ecommerce verticals at the same GMV.
• Automation is the most powerful lever for cost and speed. At 50%+ automation rate, AI handles more volume than the entire human team.
• Start simple, then build. Track FRT, ticket volume, and CSAT first to establish baselines. Layer in cost per ticket, FCR, and AI resolution rate once you have the capacity to act on what the data tells you.

You started with a shared inbox, a gut feeling, and a promise to respond within 24 hours. That works until a busy season hits, your team grows, or your founder asks why support costs are climbing, and you have nothing to show them.

Without metrics, you can't explain what's slow, what's broken, or whether your team is actually moving in the right direction.

This guide covers the 14 customer support metrics worth tracking, why each one matters for your ecommerce business, and exactly how to measure them.

What are customer service metrics?

Customer support metrics are the numbers that tell you whether your support team is fast, effective, and worth what it costs.

They fall into two buckets. Operational metrics tell you what's happening: how many tickets came in, how fast your team responded, how many were resolved on the first try. Experience metrics tell you how shoppers felt about it: whether the interaction was easy, whether they left satisfied, whether they'd buy from you again.

Both matter. Operational data surfaces where the inefficiencies are. Experience data shows whether those inefficiencies are costing you customers. A three-day first response time is an operational problem. A drop in repeat purchases the following month is the business consequence.

Why measuring customer service metrics matters

Most small ecommerce teams skip this entirely. It's understandable: when you're a team of two handling 60 tickets a day, measurement feels like a luxury. The problem is that the cost of not measuring is invisible — until it isn't.

Here's what happens when you don't track:

• You can't tell if you're actually good. "We respond to everything within 24 hours" is a self-imposed standard, not a benchmark. Without data, you don't know how you compare to industry norms, where you're improving, or where you're quietly slipping.
• You can't make the case for resources. If you need another agent, an automation tool, or a new platform, the conversation with your founder or manager goes a lot better when you can show ticket volume trends, cost per ticket, and what's eating your team's time. Gut feelings don't get budget approved.
• You can't find the problems before they find you. Metrics surface patterns. A rising resolution time, a dip in CSAT after a product launch, a spike in a specific ticket type — these are warnings. Without tracking, you only find out something's wrong when it shows up in your reviews.

The goal isn't to turn your support team into a data team. It's to have enough visibility that you're making decisions based on what's actually happening — not just what it feels like is happening.

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Speed & efficiency metrics

These metrics tell you how fast your team is operating. They are the first baselines to establish and the clearest indicators of whether your support operation can handle current and future volume.

1) First response time (FRT)

First response time is the average time between a customer submitting a ticket and receiving the first reply from your team. It is one of the most watched metrics in customer support because it is often the first signal a shopper gets about whether you take their experience seriously.

For ecommerce brands, FRT carries extra weight. A shopper asking about a delayed order or a damaged product is already frustrated. Every hour without a response compounds that frustration and puts a repeat purchase at risk.

How to calculate it: Total first response time across all tickets ÷ total number of tickets

What good looks like: The all-industry median is 6.3 hours, but that number is not your benchmark. According to Gorgias research, FRT varies by 5.5x across verticals at the same GMV. Find your row below:

Source: Gorgias Ecom Lab, median metrics at $10M GMV, March 2026

Tip: Track FRT by channel, not just overall. Your email response time and your live chat response time are not comparable, and averaging them together obscures both.

If your team sees FRT spike during BFCM or product launches, that is expected. The goal is to have a seasonal baseline so you can plan staffing and automation accordingly rather than react after the damage is done.

2) Average resolution time (ART)

Average resolution time measures how long it takes to fully close a ticket from the moment it was opened. Where FRT tells you how quickly you acknowledge a customer, ART tells you how quickly you actually solve their problem.

For ecommerce, resolution time varies significantly by ticket type. A question about store hours resolves in minutes. A return involving a third-party carrier can take days. Tracking ART as a single number is a starting point, but the more useful cut is by ticket category: shipping issues, returns, product questions, billing. That breakdown shows you where your process has friction, not just where your team is slow.

How to calculate it: Total resolution time across all closed tickets ÷ total number of tickets resolved

What good looks like: Resolution time ranges from 15.1 hours (Hardware) to 21.9 hours (Arts & Entertainment). Your own historical baseline matters more than the vertical comparison here. Set it early and investigate when it rises.

Source: Gorgias Ecom Lab, median metrics at $10M GMV, March 2026

When a ticket requires a human handoff after AI involvement, the median wait before a human picks it up is 10 hours. A third of those tickets are abandoned and never receive a response at all. The brands with the lowest ART are the ones reducing how often tickets change hands.

A consistently high ART on a specific ticket type usually points to a missing self-service resource, a broken integration, or a workflow that needs automation.

3) First contact resolution rate (FCR)

First contact resolution rate is the percentage of tickets resolved in a single interaction, with no follow-up required. It tells you how often your team gets it right the first time.

For ecommerce, FCR varies significantly by ticket type. Order status questions and simple policy queries should resolve in one touch. Issues involving carriers, third-party apps, or manual refund approvals often cannot. A low FCR overall is worth investigating, but a low FCR on fulfillment-related tickets may simply reflect your operational reality rather than a support problem.

How to calculate it: Tickets resolved on first contact ÷ total tickets × 100

What good looks like: According to SQM Group's 2024 benchmarking data across 500+ North American call centers, the average FCR rate across all industries is 69%, with retail leading at 73-75%. Those are reasonable targets for an ecommerce support team. World-class is considered 80% or above. If you are below 65%, that is a signal worth investigating before assuming it is a staffing problem.

4) Ticket volume

Ticket volume is the total number of support tickets received in a given time period. On its own it is a simple count. In context, it is one of the most useful operational signals you have.

For ecommerce brands, volume is rarely flat. It spikes around product launches, promotions, and peak seasons. A brand handling 62 tickets on a normal day can see that jump to 600 during a sale. Without tracking volume over time, those spikes are impossible to anticipate and impossible to staff for.

How to calculate it: Total tickets received ÷ time period (day, week, month)

What good looks like: Volume is not a metric you benchmark against peers. It is a metric you benchmark against yourself. The table below shows the median number of support tickets ecommerce brands receive for every 100 orders, by vertical. Use your ratio to forecast volume as your order count grows.

Source: Gorgias Ecom Lab, median number of support tickets per 100 orders at $10M GMV, March 2026

A high tickets-per-order ratio is not a problem to fix. It reflects the complexity of your product and how much customers need to ask before and after buying. The right question is whether you are above or below your vertical peers.

5) Self-service rate

Self-service rate is the percentage of customer inquiries resolved without any agent involvement. A shopper checks your help center, finds the return policy, and moves on without opening a ticket. That is self-service working.

For ecommerce, the opportunity here is significant. Order status, return eligibility, shipping timelines, and product FAQs are all questions that do not require a human to answer. Every one that gets deflected is a ticket your team never has to touch.

How to calculate it: Tickets deflected by self-service ÷ total support interactions × 100

What good looks like: There is no universal benchmark, but Gorgias data gives a useful reference point. The median ecommerce brand self-serves 45% of AI-touched tickets without any human involvement. The top quartile reaches 65%. If you have self-service tools in place and you are sitting well below the median, the gap is usually a content or configuration problem, not a capacity one.

Tip: Track which topics are generating the most deflected tickets. Those are your highest-value self-service investments. Track which topics are failing to deflect. Those are your content gaps.

Read more: FAQ pages: Examples, benefits, and when to add a help center

Quality & experience metrics

These metrics tell you how shoppers felt about their interactions with your team. They are the link between support performance and customer loyalty, repeat purchases, and brand reputation.

6) Customer satisfaction score (CSAT)

CSAT is the most direct measure of whether shoppers leave an interaction happy. After a ticket is resolved, customers rate their experience — typically on a scale of one to five. The score reflects the percentage of positive responses.

For ecommerce, CSAT is most useful when it is broken down rather than read as a single number. A team-wide CSAT of 4.2 tells you very little. A CSAT of 3.8 on return-related tickets and 4.6 on product questions tells you exactly where the experience is falling short.

How to calculate it: Number of satisfied responses (4s and 5s) ÷ Total responses × 100

What good looks like: CSAT scores across ecommerce verticals range from 4.45 to 4.66 out of five. If you are below 4.4, that's worth investigating. If you are above 4.6, you're in the top tier.

7) Customer effort score (CES)

Customer effort score measures how much work a shopper had to do to get their issue resolved. It is asked as a single post-interaction question: how easy was it to get your problem solved?

The logic behind it is straightforward. Customers who find an interaction effortless are more likely to come back. Customers who have to repeat themselves, navigate multiple channels, or wait through a handoff are not. CES captures that experience directly where CSAT sometimes misses it — a shopper can be satisfied with the outcome but still find the process frustrating.

How to calculate it: Sum of all effort scores ÷ total number of responses (lower scores indicate less effort on a 1-7 scale)

What good looks like: A score of five or above on a seven-point scale is generally considered strong. Below four signals meaningful friction. For ecommerce, returns and exchanges tend to produce the lowest CES scores — if your overall score is healthy but one ticket type is pulling it down, start there.

Tip: CES and CSAT measure different things and are both worth tracking. CSAT tells you if the outcome was good. CES tells you if the process was easy. A brand can score well on one and poorly on the other.

8) Net promoter score (NPS)

NPS measures how likely your customers are to recommend your brand to someone else. It is asked as a single question: on a scale of zero to 10, how likely are you to recommend us? Respondents are grouped into promoters (nine to 10), passives (seven to eight), and detractors (zero to six).

Unlike CSAT and CES, which measure a single interaction, NPS measures the overall relationship. A shopper can have a smooth support experience and still be a detractor if their broader experience with your brand has been poor. That makes NPS a useful complement to the transactional metrics, not a replacement for them.

How to calculate it: % of promoters - % of detractors

What good looks like: For ecommerce, an NPS above 50 is considered strong and above 70 is exceptional. Below 30 warrants a closer look at where the experience is breaking down across the full customer journey, not just support.

Tip: NPS is most useful when tied to a specific moment rather than sent randomly. Post-purchase and post-resolution are the two highest-signal timing points for ecommerce brands. A detractor after a resolved support ticket is a different problem than a detractor after a first purchase.

Operational & cost metrics

These metrics tell you what your support operation costs and whether those costs are justified. They are the numbers that make the business case for headcount, tooling, and automation investment.

9) Agent performance metrics

Agent performance metrics are the individual-level data points that sit underneath your team-wide averages. They typically include per-agent CSAT, average handle time, and tickets resolved per hour.

Team averages are a useful starting point, but they hide outliers in both directions. One agent with a consistently low CSAT score is invisible when their numbers are rolled into the team total. So is one agent who resolves twice the volume of their peers. Individual metrics surface both.

How to calculate them:

• Per-agent CSAT: Number of satisfied responses for that agent ÷ total responses for that agent × 100
• Average handle time: Total time spent on tickets ÷ total tickets resolved
• Tickets resolved per hour: Total tickets resolved ÷ total hours worked

What good looks like: Agent performance metrics are most useful as relative measures within your own team. The goal is to identify your strongest performers, understand what they are doing differently, and use that to coach the rest. A significant gap between your top and bottom performers is usually a training or tooling problem, not a hiring one.

Tip: Use these metrics to coach, not just evaluate. An agent with a low tickets-per-hour rate and a high CSAT may simply be handling more complex tickets. Context matters before drawing conclusions.

10) Revenue per support interaction

Revenue per support interaction measures the dollar value generated from conversations where a support agent influenced a sale — whether by converting a browsing visitor, closing an upsell, or saving a transaction that would have otherwise been abandoned.

Most helpdesks do not track this by default, which is why most support teams are measured purely as a cost center. This metric reframes that. When you can show that your team generated $X in revenue last month through support conversations, the business case for investing in that team changes entirely.

How to calculate it: Total revenue attributed to support interactions ÷ total number of support interactions

What good looks like: There is no established industry benchmark for this metric yet. The more useful starting point is simply turning it on and establishing your own baseline. Once you have a baseline, you can tie specific initiatives — proactive chat campaigns, product recommendation macros, post-purchase follow-ups — to movement in the number.

Tip: This metric is only as accurate as your attribution setup. Make sure your helpdesk is connected to your ecommerce platform so that support interactions can be linked to orders. In Gorgias, this is tracked thanks to its native Shopify integration.

11) Ticket backlog

Ticket backlog is the number of open tickets that have not yet received a first response or have been waiting beyond your defined SLA window. It is a snapshot of what is sitting unresolved right now.

For ecommerce brands, backlog is most dangerous during peak periods. A backlog that builds over a promotional weekend compounds quickly: late responses lead to frustrated follow-ups, which add more tickets, which grow the backlog further. By the time you catch up, the damage to your reviews and repeat purchase rate is already done.

How to calculate it: Total open tickets outside SLA window at a given point in time

What good looks like: The goal is zero tickets outside your SLA at the end of each day. In practice, some backlog is inevitable during peak periods. The more useful signal is the trend: a backlog that clears overnight is a staffing or volume spike issue. A backlog that grows week over week is a structural problem that needs addressing before the next peak season hits.

12) Cost per ticket

Cost per ticket is the average amount it costs your business to resolve a single support interaction. It is the metric that makes the ROI case for every investment you make in your support operation, from hiring to automation to tooling.

For founders and support managers trying to justify budget, this is the number to know. It turns an abstract headcount or platform cost into a per-unit figure that can be tracked, benchmarked, and improved.

How to calculate it: Total support costs (agent salaries + platform costs + overheads) ÷ total tickets resolved

What good looks like: There is no single benchmark for cost per ticket, as it varies by team size, channel mix, and automation rate. What the data does show is the lever: brands at 50%+ automation rate have AI handling more volume than their entire human team, while averaging just three human agents. That is where cost per ticket drops materially.

If your cost per ticket is rising alongside ticket volume, that is the signal to invest in automation before adding headcount.

13) SLA compliance rate

SLA compliance rate is the percentage of tickets resolved within your defined service level agreement window. It tells you whether you are keeping the response and resolution time promises you have set for your team.

For ecommerce brands, SLAs are most useful when they are set by channel and ticket priority rather than as a single blanket target. A live chat SLA of two minutes and an email SLA of 24 hours are both reasonable. Averaging them into one number is not.

How to calculate it: Tickets resolved within SLA window ÷ total tickets × 100

What good looks like: Most ecommerce teams target 90% or above for SLA compliance. Below 80% is a signal that your SLA windows are either too aggressive for your current capacity, or that your team has a volume or staffing problem that needs addressing before the next peak period.

Read more: SLA best practices for effective support ticket management

14) AI resolution rate

AI resolution rate is the percentage of AI-touched tickets resolved end-to-end without any human involvement. It is the most important metric for any ecommerce brand using automation or AI in their support operation.

Most teams track handover rate — how often AI passes a ticket to a human. AI resolution rate is the inverse, and it is the more useful number. Handover rate tells you where AI failed. Resolution rate tells you what your operation actually costs the shopper and the business.

How to calculate it: Tickets resolved by AI without human involvement ÷ total AI-touched tickets × 100

What good looks like: The median brand resolves 45% of AI-touched tickets end-to-end. The top quartile clears 65%. Every point of movement between those numbers removes a 10-hour median wait, a one-in-three abandonment risk, and a CSAT hit from a shopper's experience.

Tip: A stagnant AI resolution rate is usually a configuration problem, not a model problem. The brands hitting 65%+ are giving AI broader authority, which means more intents covered, more actions it can take, and a narrower escalation policy that reserves humans for judgment calls rather than lookups.

Track all of these metrics in one place with Gorgias

Tracking these metrics across spreadsheets and disconnected tools is how teams end up not tracking anything consistently. Gorgias is an AI-powered helpdesk for ecommerce that centralizes all of it:

• Customizable reports across FRT, ART, CSAT, ticket volume, agent performance, and revenue from support — broken down by channel, agent, and ticket type — all in the Statistics dashboard
• Real-time monitoring of ticket volume, agent status, and call activity so you can act on what is happening now, not last week, with Live Statistics
• Full visibility into AI resolution rate, handoff rate, and automation coverage tracked automatically through AI and automation metrics
• A dedicated view of how your Support Agent and Shopping Assistant are performing across automation, deflection, response times, and sales impact in the AI Agent performance report
• Support data turned into marketing intelligence — better messaging, smarter campaigns, and fewer drop-offs — with CX data insights

The brands that treat support as a growth lever are the ones with full visibility into their operation.

Start your free trial of Gorgias →

As you hire more customer service agents, providing quality support across the entire team becomes a major challenge. Without clear rules, agents may each handle key tasks — like building self-service resources or handling refund requests — in different ways.

Fortunately, a good customer service policy helps avoid these problems. But to be truly effective, your policy needs more than platitudes like “Be friendly” or “Respond quickly.” Instead, it should include specific and actionable information. 

In this guide, we’ll help you create a useful customer service policy by sharing the five key topics it needs to cover. We’ll also discuss how to write and enforce your policy.

First, let’s start with the basics. Or, you can skip straight to the advice for writing a useful policy. 

What is a customer service policy? 

A customer service policy is a document containing a set of guidelines, rules, and standards for customer service teams. Its goal is to help agents handle day-to-day tasks and set benchmarks for great customer service.

How and where are customer service policies used?

Customer service policies are among the first documents provided to new agents during their training. They act as cornerstone documents for a business's entire customer service team, since agents can use them during difficult or process-heavy interactions, like customer complaints, order cancellations, and so on.

A customer service policy is an internal document, so you won’t share it publicly. However, you can use it as a foundation and repurpose parts of it into various customer-facing policies (like cancellation or refund policies). These policies help you set customer expectations and reduce repetitive inquiries like "What's your return policy?" 

Take a look at how Marine Layer does this in a concise way:

You can share these customer-facing policies in:

• FAQ pages (like the example above) and help center documentation
• Transactional emails: For instance, emails that confirm an item has shipped from the warehouse and includes order tracking and a clear return policy
• Terms and conditions that people sign when becoming customers: These documents usually have sections dedicated to customer-facing policies around refunds, returns, order cancellations, and so on.

Customer service policy vs service-level agreement (SLA)

While similar, customer service policies and service-level agreements (SLAs) are not the same. 

Customer service policies are internal documents that help agents by setting standards and policies. Service-level agreements (SLAs) are external documents that define the expected level of service between a business and its customers. Use an SLA to communicate information like:

• Your support team’s business hours
• Your estimated response and resolution times

If you have SLAs, your policy needs to reference them, as you’ll see in a bit.

For a real-life example, check out Berkley Filters’ Contact page:

Above, Berkey listed the working hours for two of their support channels, as well as their average response time. This is a clear promise to customers that sets their expectations for the level of service provided by Berkley Filters.

The importance of having a customer service policy

While customer service policies vary for each company, they bring some key benefits to all organizations. Specifically, they:

• Help customer service agents do their job. A clear, easy-to-find policy lets agents quickly find the rules they should follow in any given situation. This saves them a lot of time and effort since they don’t have to come up with (or remember) what they should do on the fly.
• Ensure consistent support for every customer. Without a policy, agents can interpret identical situations differently, resulting in inconsistent service. A good policy nips this problem in the bud and guarantees that customers get the same level of care across the board.
• Establish standards and expectations for the customer service team. A key outcome of the policy is defining what “quality customer service” is — how fast service reps should respond, how quickly they should resolve issues, and so on. This provides agents and their managers with an objective measure for evaluating performance.

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When should you create a customer service policy?

Even if you're a customer service team of one, we recommend laying the foundations of your customer service policy as early as possible.

Here’s why:

You, and any agents you hire, will be faced with some situations over and over, regardless of business size or industry. The sooner you set the rules for these scenarios, the better your chances of providing consistent service, avoiding confusion, and setting standards for your team.

For online stores, these common situations are:

• Item exchanges
• Order cancellations
• Refund and return requests 
• Damaged goods and missing package complaints 

Team members who handle customer inquiries should know how to deal with these from day 1. 

Outside of these situations, you should continue to expand your policy as your customer service team grows. That’s a major aspect of ensuring consistent, high-quality service across a larger team. We’ll discuss some additional policy topics in the next section.

What to include in your customer service policy [checklist]

Some elements of the customer service policy will vary depending on company size and industry. For example, a clothing brand's return policy will be different from that one for a brand that sells perishable goods.

However, pretty much all policies should cover the following 5 key topics below.

1) Steps for handling common customer service workflows

This is the most important part of your customer service policy. It empowers agents with the knowledge they need to resolve customer issues and provide quality support.

Here are some common workflows to include in this section:

• Refund and return requests. Agents need clear instructions on how to act when buyers request refunds or want to return an item. For example, if the request comes in within your policy’s timeframe (say 15 days after the purchase) agents should give a no-questions-asked refund. Some businesses allow refunds and returns for repeat shoppers even after the deadline, so don’t forget to list all exceptions to this rule.
• Order cancellations. At a minimum, your policy should state how much time buyers have to cancel an order after placing it. Allowing cancellations until an item ships out of the warehouse is a simple way to handle this. 
• Damaged goods complaints. Online stores usually specify a timeframe in which damaged goods claims have to be filed (e.g., 2 days after the item was received). If the complaint was made on time, agents should explain how to return the product and what to expect next. Some businesses even offer buyers a choice between exchanging their item or keeping it with a small discount when the damage is small.
• Shipping problems. Lots of factors can result in an order being delivered after the deadline you promised (or not being delivered at all), so agents must know how to handle these situations. Offering credit to the customer’s account is a commonly-used practice here.  
• Item exchanges. Your policy should clearly state which items buyers can exchange and under what conditions. For example, custom items (e.g., with a person’s name) usually can’t be exchanged, while generic ones can be exchanged with others in the same category and price point.
• Dealing with angry customers. We’ve discussed how to handle these situations in our article on dealing with angry customer emails. Most importantly, instruct agents to read the complaint carefully, acknowledge the customer’s problem, and don’t let the situation affect their emotions. Also, make sure to lay out guidelines for escalation, when a manager should be involved in the conversation.

As you can see, there are many scenarios to consider here. Fortunately, once you’ve outlined them, you can easily build a library of message templates around your common processes, so your agents don’t have to waste time typing from scratch.

Gorgias’ version of templates, called Macros, include variables that automatically populate with each customer’s unique information (like names, order numbers, shipping information, and more). This means you may be able to simply pull up and send the relevant Macro without any copy/pasting. 

You can also put information about these key policies in useful self-serve resources like FAQ pages or a help center. These empower visitors to instantly resolve simple issues themselves, instead of flooding your team with repetitive tickets (and having to wait for a response).

2) Guidelines for prioritizing customer inquiries

This is another crucial topic for your agents’ day-to-day that every customer support policy should include. Without prioritization rules, agents can follow their own prioritization logic, resulting in poor response times for urgent tickets.

Here are three prioritization factors to include in your policy:

1. Inquiry channel. If you’re using messaging channels, consider prioritizing them to meet the built-in expectations for fast responses. As a rule of thumb, real-time channels like SMS and live chat should be answered within a few minutes, while emails should be answered within a day. 
2. Request urgency. Say a customer reports a bug that prevents them (and potentially other shoppers) from completing a purchase. Regardless of the channel, these types of inquiries should take priority over more generic questions.
3. Customer type. You want to keep your best customers happy with priority service. On that note, consider that repeat shoppers generate 300% more revenue than new customers, as we mentioned in our Customer Experience Growth Playbook. 

We have lots of useful advice on this topic, so check out our detailed guide to prioritizing customer service requests.

3) SLAs and customer service standards

As we mentioned, SLAs are customer-facing promises about your team's response and resolution times. This information should also be in your policy, so agents are aware of the expectations your SLA sets.

But what if you don’t have an SLA? Well, your agents still need to what standard they’ll be held to, i.e., what “good customer service” means for your company. 

That’s why your policy needs to establish a set of customer service metrics or key performance indicators (KPIs), regardless if you have an SLA or not.

First Response Time (FRT) is the primary metric to consider here.

FRT measures how long your agents take to respond to customer inquiries, on average. You can have different FRT targets, depending on the channels you use. For example, a 1-hour FRT might be great for email support, while 1-2 minutes is usually a good target for live chat and SMS.

As Brianna Christiano, Director of Support at Gorgias explains:

“We actually have members of the support team who monitor FRT every hour. This allows us to keep a pulse on our workload and pivot if necessary. If we notice that live chat or SMS inquiries are getting overwhelming, we’ll ask team members who typically do, for example, email support to help with the live messaging channels so we can maintain a low FRT.”

Also, you can use FRT to nudge buyers to try a specific customer service channel.

Let’s take another look at Berkley Filters’ Contact page:

Besides setting expectations, making the average response time public helped Berkley Filters push more buyers toward their new SMS channel. 

Other useful metrics for your policy include:

• Average Resolution Time (ART): How long your customer service team takes to resolve tickets, on average. To calculate it, you first need a specific time period to analyze, like one week or a month. Then, add up the length of all resolved conversions during that period. Finally, divide that number by the number of customer conversations you had during the same period.
• Customer Satisfaction Score (CSAT): A measure of how satisfied visitors are immediately after an interaction with a customer service agent. You can collect feedback by running customer surveys with a question like “On a scale from 1 to 5, how satisfied are you with your experience today?” Then, to calculate your CSAT, divide the positive customer feedback (4- and 5-star responses) by the total customers and multiply the result by 100.

• Support Performance Score. This is a metric we created for our team at Gorgias and share with merchants to get a single snapshot of their team’s performance. It combines average first response time, average resolution time, and CSAT. The result is a score between 1 and 5, representing the team’s (or an individual agent’s) performance.

4) Tone of voice and acceptable language

Your support team may be the only direct point of contact with your business for many customers. That’s why it’s crucial to establish that agents’ tone of voice should match the brands’ — whether that’s professional, friendly, or a mix of both. 

But this is a pretty broad rule that can be difficult to apply in real-life situations. You also want to add clear examples of what fits within your tone of voice guidelines and what doesn’t.

For instance, starting customer interactions with an energetic tone can be a good foundation. However, agents should adapt to each customer’s tone after the initial contact. After all, annoyed visitors likely won’t respond well to humor or light-hearted conversation.

Also, make sure to add an exhaustive list of words for your agents to use and avoid. For instance, agents shouldn’t sound overly apologetic when discussing fixed company policies (refunds, order cancellations, etc.) with customers. You can instruct them to avoid apologetic language and instead use empathetic — but not overly apologetic — phrases to communicate the facts.

If you use different customer support channels, it’s a good idea to include specific guidelines for them. For instance, call-center agents can be instructed to:

• Periodically reassure people that they’re listening
• Speak clearly without rushing or raising their voice
• Give people enough time to explain their problems 

Of course, apply these same tone-of-voice considerations to any customer support templates or self-service resources. All of these are an extension of your brand, and ensuring consistency at the source is mission-critical. 

5) Rules for proactive customer service

Customer service is much more than responding to tickets. Proactive customer service — where agents make the first move, instead of waiting for people to contact them —  can help you exceed buyers’ expectations, drive revenue, and reduce repetitive questions.

If you haven’t tried proactive customer service, here are some ideas you can test and describe in your policy:

• Reach out to shoppers with items in their carts. This is one of the best ways to reduce cart abandonments. To pull it off, you need a helpdesk like Gorgias to detect shoppers who linger on specific pages — like a product page or checkout page. Learn more about how chat campaigns help you spark conversations with customers and unblock sales. 
• Welcome new followers on social media with a direct message (DM). This can be as simple as thanking them for the follow. Or, you can let them know they can use the chat to ask questions. Learn more about this tactic (and how it can raise overall revenue by 4%).
• Create self-serve resources and send them to visitors. Based on Statista’s survey, 88% of customers expect brands to have self-service resources. Think FAQ pages or a help center that groups resources by topic. Making these resources available and prominently displayed makes the customer experience more convenient (and reduces repetitive support tickets that may currently be flooding your support inbox.)

Learn more about the best customer service software on the market and how it can help streamline your customer service operations and boost revenue. 

How to write a useful customer service policy (outline template)

Before you dive into the policy’s content, make sure to name your document in a clear way, i.e., “Customer Service Policy” or “[Brand Name] Customer Service Policy”. 

No need to get creative with the name. You just need people to be able to find it fast when they need it.

Before diving into writing the policy, consider that it should only cover topics that are specific to the customer service team. Broader topics (like code of conduct or other employee rules) should be part of larger company handbooks or other high-level documents, so the customer service policy doesn’t lose its focus. 

In terms of content, it can be useful to separate the policy into two parts.

1) Information about the company’s mission, values, and products

This first section lays the foundation for the rest of the policy. Your company’s values and mission statement are a common place to start.

For example, Abel Womack — a material handling company — begins the public-facing version of their company’s policy by saying that it “has been established to be reflective of our shared values”, which are integrity, empathy, customer care, and teamwork.

Some policies also include details about the company’s products at this stage. If you sell various complex products, it can be useful to add that information. If not, you can skip it and move on to the meat of the policy.

2) Rules, guidelines, and standards for your customer service team (outline template)

The second half contains actionable information that helps agents provide excellent customer service.

Writing this part can be tricky, especially if you haven’t done it before. Fortunately, an outline makes the process much easier, compared to starting with a blank page.

Feel free to copy the outline below, which is based on the checklist from the previous section.

1) Steps for handling common workflows

1. Refund and return requests
2. Order cancellations
3. Damaged goods complaints
4. Follow-ups
5. Dealing with angry customers

📚 Useful Resources: Our free refund and return policy generator & Loop Returns, which automates the returns process.

2) How to prioritize customer inquiries

1. Factors that determine priority
2. Examples of urgent inquiries
3. Examples of non-urgent inquiries

📚 Useful Resources: Best practices for prioritizing customer service requests.

3) SLAs and customer service standards

1. Company SLAs
2. KPIs for live chat support
3. KPIs for SMS support
4. KPIs for email support
5. KPIs for phone support

📚 Useful resources: Detailed guide on evaluating customer service & 25 key customer support metrics.

4) Tone of voice

1. Guidelines for written communication (live chat, SMS, email)
2. Guidelines for verbal communication (phone support)

5.  Rules for providing proactive customer service

1. Contacting visitors with items in their cart
2. Self-serve buyer resources

📚 Useful resources: Our guide on proactive customer service & customer self-service ideas

From here, it’s all about filling in the specifics using your brand’s terminology e.g., “customer service representatives”, instead of “customer service agents”, and so on.

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Practical tips for enforcing your customer service policy

So, you’ve done the hard work of creating a detailed and actionable customer service policy. Now, let’s get agents to actually use it.

First and foremost, ensure the document is easy to find by:

• Putting it in your Google Drive, knowledge base, or wiki. 
• Making it a part of the mandatory customer service training. 

Also, keep in mind that the policy shouldn’t be a static document. Instead, it needs regular updates as you add new products, team members, and support channels. Entrusting a customer service team member, likely a manager, to keep it updated is a must.

Another key tip for improving enforcement is tying the policy to the metric(s) you use to evaluate agents’ performance. This will keep people accountable and give you an objective way to determine their adherence.

Here’s an example of this idea in action by Brianna Christiano, Director of Support at Gorgias:

“At Gorgias, we use an internal quality metric to gauge the support team’s performance. Each week, managers audit 3 of their agents’ tickets and determine the quality and efficiency of the provided service, based on that metric. This lets us continuously evaluate and reinforce customer service rules and standards.”

Finally, getting managers to shadow new agents is another best practice here. This lets managers reinforce your policy from day 1. Plus, it’s a useful way to check if new agents can satisfy customers’ needs. 

Next steps: Evaluate your policy’s impact

After weeks of writing, introducing a new policy to the team feels great. But getting the document out there is only half the battle.

You then need to monitor if the policy is helping you reach your customer service goals.

To do that, keep a close eye on your support metrics (FRT, ART, and so on) in the weeks after the initial implementation.

It’s also crucial to determine if your new policy is truly customer-centric. This means tracking feedback metrics, like CSAT and other customer satisfaction metrics that have a major impact on customer retention.

The evaluation process is as important as creating the policy, so be careful not to overlook it. For additional practical tips, check out our guide to evaluating customer service programs.

TL;DR:

• An ecommerce returns automation tool streamlines the returns process by automating return requests, payment processing, and customer updates.
• Choose a tool with ecommerce platform and app integrations, analytics, and a self-service portal.
• ReturnLogic is the best returns management tool, providing a return portal, inventory management, and powerful analytics dashboards.

Managing product returns is often one of the most significant expenses of running an online store. Data from Invesp shows that 30% of all products purchased online are returned, compared to just 8.89% of products purchased from brick-and-mortar retailers.

There are several reasons why returns are so common in ecommerce — the most prominent listed in the image below. But regardless of the reason, the bottom line is that your store's bottom line depends on an optimized returns process. 

We’ve already discussed how you can optimize your returns process, but most growing stores need additional help. Thankfully, there are plenty of returns management software tools on the market today that are designed to reduce the expense of returned products without harming customer satisfaction.

In this article, we'll explore what to look for in great returns management software before highlighting the nine best returns management tools available today.

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What is returns management?

Returns management is the process of helping customers who need to return an item, whether online to an ecommerce shop or in person at a brick and mortar store. Typically, customers submit a return request, send or bring an item back, and the business restocks the item and credits back the customer.

What is ecommerce returns automation?

Ecommerce returns automation is a tool that manages the returns process for online stores using automation and AI.

Instead of relying on manually managing returns and refunds, automation software minimizes human error and accelerates the following processes:

• Handle customers' return requests through an online portal
• Generates and automatically provides return shipping labels
• Automatically processes refunds and exchanges
• Automatically manages inventory
• Sends automated updates to customers

What makes returns management software great?

There are several key reasons why returns management software is a valuable tool for any ecommerce business. From helping you automate your returns process to helping you reduce your return rate through insightful data, here are just a few top reasons why the right returns management solution can be highly beneficial: 

Helps automate your product returns process

Managing returns is often a time-consuming process — and an expensive one. According to Axios, returning a $50 item costs retailers an average of $33. And slow, clunky processes are a big part of the issue.

By automating much of your product returns management process, returns management software can make handling online returns much less of a hassle: 

• Automatically generating return labels
• Providing customers with a self-service return portal
• Automatically sending out shipping updates for returned products

📚 Related reading: Our guide to automating customer service processes to save time and improve support quality.

Integrates with other ecommerce tools

One of the most important things to look for in returns management software is its existing integrations. For example, returns software that integrates with your email marketing platform makes sending out customized shipping updates easy. 

Meanwhile, choosing returns software that integrates with your customer support platform makes it easy for support agents to process returns while assisting customers. Below, we’ll link whenever a returns tool integrates with Gorgias to save you the time of searching.

These are just a couple of examples of the value you gain when your returns management system integrates with the other tools your ecommerce store uses. 

Offers speedy service for returns

84% of shoppers say that they will not purchase from a retailer again after a bad returns experience. So, offering speedy service for returns is mission critical. By streamlining and automating your returns process, the right returns management software can make the process faster and more convenient for your customers. 

Provides easy to read data analytics and has a clean dashboard

According to data from Statista, reverse logistics — otherwise known as returns management — cost U.S. businesses a total of $102 billion in 2020 alone. If you want to reduce returns' impact on your store's bottom line as much as possible, it is essential to optimize both your returns process and the customer experience with your products. 

To this end, nothing is more important than the customer returns data that you collect. By providing returns data in a clean and organized dashboard, returns management software makes it much easier to draw the insights you need to process returns in a more cost-effective manner. It also offers your customers a better experience, which lends itself to a lower return rate. 

📚Recommended reading: Our VP of Success’ guide to evaluating customer service. 

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10 best tools for returns management

If you are looking for tools that will make managing returns much more efficient and convenient for you and your customers alike, there are several excellent options to consider adding to your tech stack. Here are our picks for the top nine returns management tools.

Next to each tool, we’ll list the G2 review score to help you understand current user satisfaction. 

By the way, if you already use Gorgias, check out our app store to find a list of returns and exchange apps that integrate with Gorgias.

1) ReturnLogic: 4.8 ⭐(10 reviews)

ReturnLogic is a comprehensive solution designed to automate the entire returns process, offering customizable workflows that can automate tasks such as: 

• Printing shipping labels
• Tracking return shipments
• Inventory management

ReturnLogic also offers warranty processing for accepting warranty claims from third-party purchases, powerful insights and analytics, and a customizable return portal designed to make returning products more convenient for your customers.

Another key benefit of ReturnLogic is that its return portal is designed to encourage customers to exchange items rather than request refunds, enabling you to further reduce the impact of returns on your store's profits.

Pros

• Long list of useful integrations
• Designed to encourage exchanges for returned items rather than refunds
• Wealth of insightful analytics regarding your products and returns process

Cons

• Expensive pricing
• Limited "return reasons" options in the self-service portal
• Sometimes clunky and difficult to navigate

Key Features

• Easy to create custom returns workflows
• Ready-to-use return center that automates the returns process, warranty process, and refund process

See more about ReturnLogic’s integration with Gorgias. 

2) Returnly: 3.5 ⭐(5 reviews)

With Returnly, ecommerce store owners can create customized return portals designed to optimize the customer experience and make returns less of a hassle for your customers and support team alike. Along with an attractive and easy-to-use return portal, Returnly also offers a range of automation rules that enable you to control how and when returns get processed.

Finally, Returnly provides detailed analytics and returns data that you can leverage to optimize your returns process further. The result is a well-rounded returns solution that offers everything online store owners need to reduce the expense and hassle of managing returns.

Pros

• Easy to offer store credit in exchange for returned items
• Plenty of customization options
• Instantly provides credits for returned items to improve customer retention

Cons

• Only capable of integrating with one shipping carrier at a time
• Doesn't provide the option to override automated emails
• Isn't as easy to set up and use as other returns management software

Key Features

• Tools for engaging customers at every point throughout the returns process
• Automatically sends out tracking updates for exchanged items

See more about Returnly’s integration with Gorgias. 

3) Loop Returns: 4.6 ⭐(57 reviews)

As one of the more popular returns management solutions today, there's a lot to like about Loop Returns. With Loop Returns, store owners can create a branded return portal complete with automations that streamline the returns process, and feedback forms to generate valuable insights on why customers return their products. 

The Loop Returns return portal also encourages exchanges, allowing your store to retain more revenue. Another key benefit of Loop Returns is that it enables customers to use a QR code to return their product rather than printing a shipping label (though Loop Returns does offer customers the option to print a shipping label as well).

📚Recommended reading: Learn how Kulani Kinis Saves $400k in Refunds Using Gorgias + Loop Integration

Pros

• “Reason for return” forms provide valuable insights that can be used to reduce your return rate
• Exchanges are instantly approved, and exchange credit is instantly applied to the customer's account
• Long list of useful integrations

Cons

• Somewhat pricey
• Customer support issues have been reported
• Many features are only available on upper tiers

Key Features

• Offers customers who choose a refund rather than exchange a bonus credit if they choose to exchange instead
• Allows customers to automatically apply the value of their return to any item in your store

See more about Loop’s integration with Gorgias. 

4) LateShipment.com (no reviews on G2)

LateShipment.com is a post-purchase experience platform designed to improve multiple aspects of a store's post-purchase process, including order tracking and returns management. 

One of the best features of LateShipment.com is that it provides a litany of order fulfillment data points, including real-time tracking updates that can be sent automatically to customers via email or SMS. Regarding returns management, meanwhile, LateShipment.com offers a customizable return portal complete with real-time tracking and a wide range of rules and automations that you can use to customize and automate your returns process. 

Finally, LateShipment.com promises to recover every dollar lost to carrier errors by automatically auditing shipping invoices and requesting refunds when an error occurs, helping your business save on shipping costs.

📚Recommended reading: Learn how to offer your customers free shipping without breaking the bank.

Pros

• Comprehensive post-purchase platform that isn't limited to returns management alone
• Flexible plans and pricing allows you to choose the features that best match your needs and budget
• Plenty of customization options

Cons

• Late packages are sometimes incorrectly labeled as "suspect lost"
• Daily metrics doesn’t support USPS
• Customer support issues have been reported

Key Features

• Automatic real-time tracking updates for both orders and returns
• Automates refund claims for 50+ carrier errors

See more about LateShipment.com’s integration with Gorgias. 

5) yayloh: 4.6 ⭐ (4 reviews)

yayloh is a return management platform that automates and optimises the returns process for fast-growing direct-to-consumer brands, particularly those in the fashion and lifestyle market.

With customisable workflows, yayloh reduces the workload for customer service teams and provides customers with a fully-digital and branded self-service returns experience.

The platform stands out for its focus on return data. yayloh collects and analyses customer feedback in top-tier data dashboards and datasets to help merchants make data-driven product adjustments to reduce returns rates.

With yayloh's all-inclusive solution, brands of all sizes can scale their businesses, boost customer loyalty and reduce returns, all while ensuring a smooth and efficient post-purchase experience for customers.

Pros

1. Top-tier returns data dashboards and datasets (allow CVS export)
2. Auto-refunds based on different triggers
3. Tailored to support fashion and lifestyle brands at any stage of growth
4. In-depth “returns reasons” with newly introduced returns keyword tags

Cons

1. More established in Europe. They're actively working towards expanding our presence in the US/Asia.

Key Features

1. Advanced data and analytics features
2. Open APIs for integration with all e-commerce platforms and Shopify App
3. Supports well for international expansion — paperless trade
4. Fully-digital and branded returns process

See more about yayloh's integration with Gorgias.

6) OrderHive: 3.7 ⭐(26 reviews)

Unlike many solutions on this list, OrderHive is not designed specifically for returns management. However, OrderHive's excellent inventory management and ecommerce automation features can be incredibly valuable for optimizing your returns process. 

For example, OrderHive's real-time tracking features make it easy to provide customers with tracking updates on product exchanges. At the same time, the platform's inventory management tools simplify the process of updating your inventory when returns are processed. 

But the real value of OrderHive comes from its wide range of ecommerce automation features. These features enable you to automate an incredibly long list of routine tasks, including tasks associated with returns management — such as processing returns and updating inventory levels.

Pros

• Affordable pricing with multiple plans to choose from
• Streamlines and automates every aspect of order fulfillment and returns management
• Enables you to set customized return policies

Cons

• Sometimes prone to frustrating bugs and errors
• Information from carriers often takes a while to update
• Analytics and reporting features are somewhat limited

Key Features

• Excellent inventory management solutions for handling returned products
• Real-time tracking and rate comparisons for 200+ shipping carriers

🧰 Tool: Want to update your returns policy? Use our free template generator to get started.

7) Return Rabbit 4.5 ⭐(6 reviews)

The features offered by Return Rabbit might not be anything all that new or revolutionary, but Return Rabbit is very good at what it does nonetheless. With Return Rabbit, ecommerce store owners can: 

• Create branded return portals
• Set up customized automation rules and return policies
• Provide customers the option to return products via a QR code

Similar to other tools on this list, Return Rabbit encourages exchanges via customized product recommendations presented to customers in the return portal. 

Pros

• Wide range of automation rules that go well beyond the generic rules offered by many platforms
• Designed to encourage customer feedback that can turn into valuable insights
• Robust reporting and analytics provide complete visibility into your returns process

Cons

• Only compatible with Shopify stores
• More expensive than many comparable options
• Customer support issues have been reported

Key Features

• Provides customers the option to return their product via a QR code rather than print a shipping label
• Instant exchanges and customizable product recommendations encourage exchanges over refunds

📚 Recommended reading: The best Shopify apps for growing your ecommerce business.

8) 12Return: 4 ⭐(1 review)

12Return is a returns management solution designed for both brick-and-mortar and ecommerce stores. For ecommerce stores, 12Return offers the ability to create both branded return portals and merchant dashboards designed to simplify the returns process for customer support agents. 

12Return also provides customizable automation rules for authorizing returns and automating a wide range of returns management tasks. 

Perhaps the most unique feature of 12Return is local returns processing, which enables customers to ship returned products to a local 12Returns hub for a faster and more efficient returns process.

Pros

• Local shipping can reduce return shipping costs
• Great customer support
• Powerful yet easy-to-use merchant dashboard makes the returns process much more efficient for customer support agents

Cons

• Somewhat tricky to set up and use
• Pricing is only available upon request
• Limited analytics and reporting

Key Features

• Automated tracking event updates for returned products
• Create on-demand digital labels
• Utilize 12Return's local shipping hubs for faster and more affordable returns

9) ReverseLogix: 4.4 ⭐(11 reviews)

ReverseLogix is a platform that offers everything you could want from a returns management solution, along with a few unique features you probably won't find anywhere else. 

ReverseLogix boasts standard returns management features such as:

• Creating branded return portals
• Generating on-demand shipping labels and QR codes for customers
• Rules for automating your returns process

However, they also offer features such as configuring returns workflows based on priorities such as sustainability and cost-effectiveness, and a Repairs Management module for managing part replacements and warranty-based repairs. 

Another nice feature of ReverseLogix is its detailed reporting, designed to provide insights into your returns process and the customer's experience with your products.

Pros

• Excellent analytics and reporting
• Lots of features in a single package
• Great customer support

Cons

• Somewhat prone to glitches and bugs
• Long and complex integration process
• Expensive compared to similar tools

Key Features

• Returns workflows can be configured based on a variety of business priorities
• Repairs Management module for managing part replacements and warranty-based repairs

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10) Ordoro: 4.7 ⭐(9 reviews)

Ordoro is a comprehensive order fulfillment platform that can manage orders and returns. With Ordoro, you can look forward to a long list of order fulfillment features, including: 

• Automation rules and shipping presets for automating your returns and order fulfillment processes
• Automated shipping label generation
• Detailed order fulfillment
• Returns management
• Inventory management reporting
• UPC barcode support
• Automatic PO generation based on inventory levels

If you are looking for an all-in-one solution to order fulfillment, inventory management, and returns management, then Ordoro is a great option to consider.

Pros

• Broad range of features and capabilities under a single platform
• Great customer support
• Free Starter plan that lets you try out the platform's basic features

Cons

• Somewhat difficult to navigate
• Updates are few and far between
• Occasional delays when syncing between shopping carts and Ordoro

Key Features

• Automation rules for order fulfillment, returns management, and inventory management
• UPC barcode support

Want more suggestions? Check out our list of 150+ top ecommerce tools or our list of the best shipping software for ecommerce.

Enhance your ecommerce store with Gorgias

Managing returns is one of the necessary evils of running an online store. With the right returns management software, you can greatly mitigate the expenses and hassles associated with returns management. 

Integrating these solutions with a powerful customer support platform such as Gorgias makes them even more beneficial. The ability to integrate with a wide range of returns management solutions is just one of the features that make Gorgias the premier customer support solution for ecommerce stores. 

With Gorgias, you can create automated customer support workflows to assist with returns management and other customer support tasks. Along with these powerful automation rules, Gorgias also offers live chat support, a centralized customer support dashboard, advanced customer support reporting and analytics, and so much more. 

To see for yourself how our industry-leading customer support software can enhance your returns process and your ecommerce business as a whole, sign up for Gorgias today!

On Instagram, the most common types of engagement are likes and comments. For likes, you can’t do much about them, but you can take advantage of Instagram comments to drive more engagement, build relationships with followers, increase customer trust, and even boost conversions. 

If your business has a strong presence on Instagram, you may receive a lot of comments from followers. That means you have a higher chance to turn comments into your advantage. 

But sometimes, it’s easier said than done, right? With a flood of comments every day, you may struggle to respond and manage them effectively.

That’s why this post is for you. You’ll learn several Instagram comment ideas to interact with your followers and some useful tips to monitor comments without losing your mind. 

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9 Instagram comment ideas and tips for ecommerce businesses

1. Respond to comments in a timely manner
2. Speak like a human being
3. Add a touch of humor to your comments
4. Use relevant emojis to make comments eye-catching
5. Say thank you
6. Apologize for customer support issues that come up
7. Ask for followers' emails if necessary
8. Don't delete or hide comments
9. Don't just comment on your own posts

Why You Should Care About Instagram Comments

The average post on Instagram receives 285.48 comments, taking into account posts of highly influential users. Mention found that 26% of Instagram users love to comment on or share personal Instagram Stories.

Why do people comment on others’ posts?

The reasons are many. For example, they want to ask a question, give feedback, share a personal perspective, add to discussions, or interact with a community. Sometimes, they feel so resonated with a story that they want to start a conversation. 

Whatever the reasons, the Instagram comments section gives you a huge opportunity to communicate with your followers and discover potential customers. 

Here are three main reasons why you should create an Instagram comment strategy:

Comments Reflect Engagement

Think this way: if you’ve uploaded a photo and received 20 comments within only five minutes, you probably have a lot of following on Instagram, or your content is very engaging, right? 

The opposite is true as well. If you get a few comments whenever you publish a post despite having a huge following, your engagement rate may be low. In this case, you should probably rethink your Instagram comment strategy. 

Responding to Comments Help Build Brand Trust 

When a customer mentions you on Instagram, a lot of eyes are on you. How you handle that can tell a lot about your social media management and customer service. If you respond to it tactfully, it shows you care about your customers and take control of the situation.

Meanwhile, choosing to shy away and remain silent will lead to people bad-mouthing your brand. And as you might know, words can travel fast. 

By providing great customer service through Instagram comments, you not only retain existing customers but also win new ones. 

Instagram Comments Ideas and Tips

Below are Instagram comment ideas and tips you can apply right away. Note that there is no one-size-fits-all answer – every comment and every situation is different. Use the following as a reference to create the right strategy for your business. 

1. Respond to Comments in a Timely Manner

When customers ask a question, they want an answer instantly. This is true, especially if the question is about product availability, price, or shipping issues. 

Aim to respond to Instagram comments within 24 hours. This way, you can build trust with your followers and leave them a good impression of your business. 

Look at all of Dannijo’s posts, and you can see they respond to comments within minutes, if not seconds. No wonder they have great engagement. 

Using Instagram Quick Replies is a great way to do that. This cool feature allows you to create draft messages for commonly asked questions, like “what is the shipping cost?” or “can I return the item?”

Whenever you want to use those messages, just insert the “quick reply” instead of typing out the same message multiple times. 

You can use Instagram Quick Replies on mobile devices (iPhone and Android). But this feature is only available for Instagram business accounts. So make sure you set up an Instagram business page beforehand. 

2. Speak Like a Human Being

Like other social networks, Instagram is about two-way conversations. But we don’t join Instagram to talk with bots – we want to share, discuss, and speak with humans. We seek real, genuine connections.

That’s why brands must be human when interacting with followers on Instagram. Speak to them like you’re already in a relationship with them, as if you’re good friends. Avoid using a formal and distant tone.  

3. Add a Touch of Humor to Your Comments

You should take customer queries and complaints seriously, but there are times when you can add a bit of humor to entertain a conversation. According to Hootsuite, “entertaining content is one of the top five reasons people follow particular brands or individuals online.”

Think about when you saw an animated GIF on Tumblr or a funny tweet. You couldn’t help but sharing it with your circle, right? That’s why adding a touch of humor to your Instagram comments can be helpful to connect with your audience instantly. 

Make a good joke, and your followers will share it with their followers. Some of those followers will start following you to get more jokes, and your outreach will grow exponentially. More followers, more customers. It’s as simple as that. 

4. Use Relevant Emojis to Make Comments Eye-catching

Emojis aren’t common in Instagram posts, but comments too. More and more brands are responding to their Instagram comments with emojis. 

Emojis are friendly, fun, and engaging. They’re great for humanizing your brand and connect with followers quickly.

A worthy note is that before using emojis, ask yourself if it aligns with the tone of your brand. Make sure you understand the meanings of different emojis so you can use them the right way.

It’s also important to understand whose comment you’re responding to. Just because you see other followers using emojis doesn’t mean everyone is okay with them. Learn more about your target audience to create an emoji marketing strategy that makes sense for your business. 

5. Say Thank-you

A thank-you comment is necessary when someone gives you a compliment or mentions you on Instagram. Something as simple as “Thank you” or “Thanks” or “Glad you like this one” is more than fine. If they called out specifics in their comments, try to respond with a similar level of personalization. Show them your appreciation. 

Another tip is when saying thanks to your followers, try to expand the conversation. If a follower said they were happy with your order, you could ask them why they liked it. Let them know you’re available to support them whenever they need help. 

6. Say Sorry for Customer Service Issues 

If a customer reaches out to your Instagram with a question or a customer service issue, you must respond to them. You should provide that support. 

Here are some helpful tips to handle followers’ complaints on Instagram:

• Keep calm, say sorry, and show your responsibility for the issue
• Answer their questions accurately and promptly
• Be specific and helpful about your solution
• Don’t overpromise unless you’re 100% sure that you can give them what they want
• Come bearing gifts or discounts if necessary 

7. Ask for Followers’ Emails If Necessary 

If a follower’s question is complicated and requires a wordy answer or needs more time to fix, you ask for their email address in the comments and send the full response through email. 

It’s an opportunity for you to impress your follower with the high level of customer service you provide. Ensure you let the follower know you’ll contact them via their email. 

8. Don’t Delete or Hide Comments 

A lot of people will tell you to ignore or delete negative comments on your Instagram posts. But wait… rethink before you do that.

Of course, dealing with difficult customers is never easy, and it only gets more challenging when both of you don’t understand each other or the customers expect more than what you can offer. 

Despite that, it isn’t a smart move to delete comments. Why? Because the difficult customers might do the following:

• Stop buying from you and spread bad words about your business
• Continue speaking negatively about your brand across social media channels 
• Continue commenting negatively on your posts until you block them or remove them from your community 

With all that being said, it’s obvious that you should come up with a strategy to handle negative comments, instead of just deleting them. 

A good tactic is to reply to those comments or direct message commenters with an apology. Then, ask for more information about why they made that statement. Explain you need this information to figure out the best solution for them. 

If the person continues to be an issue after you’ve attempted to resolve the matter, try to move the conversation to a private space (like an email) or block them when necessary.

It seems a lot of work, but keep practicing that. It’ll help improve your brand’s online presence and make people remember your excellent customer service. 

9. Don’t Just Comment on Your Own Posts 

If you just start using Instagram for your business, commenting on other posts is a good idea. Doing that will help you identify your target audience, understand what they need, expand your brand awareness, and drive engagement to your Instagram profile. 

You can comment on your followers’ posts, influencers’, or the posts of brands that are relevant to your niche. 

If you’re struggling with identifying who you should start interacting with, look at your recent collaboration or co-marketing projects. Then, start engaging with them. 

How to Manage Instagram Comments Effectively

Have you ever glanced at your (hundreds of) Instagram notifications and feel tired of replying to your followers’ comments? You see many comments on some much older posts and don’t know which one to start with. AGRH. You get lost. 

If you’re in this situation, the first thing you should do is set a specific time to handle Instagram comments. Give yourself windows of time when you’re pleased to respond to those messages. Doing that can help you remove distractions, maintain concentration, and increase productivity. 

The second tactic is to use an all-in-one customer service tool like Gorgias. 

Think this way: Your customers aren’t on Instagram only. They may also follow your business on Twitter and Facebook. Some of them may prefer connecting with you via email, SMS, or phone call. Others might often visit your website and find it convenient to chat with you via chat box. 

That’s where tools like Gorgias (and other social media apps that integrate with your Shopify store) come in handy.

Gorgias' social media features allows you to centralize all customer requests and comments across channels into a single dashboard. You can easily manage every customer interaction on Instagram (for instance: Instagram comments, Instagram ads comments, Instagram mentions), emails, and other messages – using only Gorgias is enough to deliver an exceptional omnichannel customer experience.

Gorgias also helps streamline your team collaboration. When someone comments on your Instagram, a corresponding ticket is automatically created. You can solve the ticket right away using macros, change its status, or assign it to another agent. Everything will be done inside Gorgias without you logging into your Instagram app.

Don’t Ignore Instagram Comments

Take the time to go through Instagram comments and address them. Show your followers that you care about them, appreciate their engagement, and strive to maintain relationships with them. The more you do that, the more your followers want to stick with you and support your business. 

Interested in using Gorgias to monitor Instagram comments and customer inquiries on other channels? Sign up for a Gorgias account today and discover all the premium features our ecommerce ticket management help desk offers. 

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TL;DR:

• Ecommerce payment processing enables fast, secure transactions. A typical flow includes the gateway capturing payment data, the processor authorizing it, and funds settling into your merchant account in 1-3 days.
• Choose a processor that supports your customer’s preferred payment methods. At minimum, accept major cards and at least one digital wallet; add BNPL or bank transfers if relevant to your audience.
• Security and fraud protection are non-negotiable. Look for PCI compliance, tokenization, 3D Secure, AVS, and CVV checks to protect both your business and customers.
• Factor in fees, features, and scalability when comparing providers. Stripe is great for global growth, PayPal for trust, Square for POS + online, and Shopify Payments if you're already on Shopify.
• A smooth checkout experience boosts sales. Fast, mobile-friendly checkouts reduce abandonment, while saved payment info and responsive support increase conversions and retention.

You're building your ecommerce store the right way. Researching payment processors before you launch means you understand that checkout directly impacts sales.

Whether you're comparing Stripe, PayPal, Square, or Shopify Payments, the decision comes down to a few key factors: security, fees, customer experience, and whether the processor can grow with your business.

Let's dive into what payment processing actually is, how to evaluate your options, and which processor fits your needs so you can set up checkout once and focus on growing your store.

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What is ecommerce payment processing?

Ecommerce payment processing is the system that lets online stores accept digital payments securely. When a customer checks out, their payment information moves through a series of steps that verify the transaction and transfer funds to your store.

Unlike older systems that redirect customers to third-party pages, modern payment processing keeps customers on your site throughout checkout. They enter their card details, the system encrypts the data instantly, and authorization happens in the background.

The components of ecommerce payment processing

Every transaction involves three core parts working in sequence:

1. Payment gateway: Captures and encrypts payment data from your checkout page, then transmits it to the processor.
2. Payment processor: Communicates with card networks and banks to authorize the transaction and settle funds to your merchant account.
3. Merchant account: Holds settled funds from approved transactions until they transfer to your business bank account.

How ecommerce payment processing works

Every transaction follows four steps that happen in seconds:

Step 1: Customer enters payment and the gateway encrypts the data

When a customer submits payment at checkout — whether by card, digital wallet, or buy now, pay later — the payment gateway immediately captures and encrypts their information using SSL/TLS protocols. Modern gateways are embedded directly in your checkout, so customers never leave your site.

Step 2: The processor requests authorization

The payment processor receives the encrypted data and forwards it to the card network, such as Visa or Mastercard. The network routes the request to the customer's issuing bank, which checks if they have sufficient funds, if the account is in good standing, and if any fraud rules are triggered. The bank approves or declines the transaction.

Step 3: The gateway confirms approval or decline

The authorization response travels back through the same path: issuing bank → card network → processor → gateway. Your customer sees the result in real time, usually within two to three seconds. If declined, they can try another payment method. If approved, the transaction moves to settlement.

Step 4: Settlement transfers funds to your merchant account

Settlement is a batch process that happens separately, typically once per day. Your acquiring bank requests funds from the customer's issuing bank for all approved transactions. Settled funds appear in your merchant account within one to three business days and are then available for transfer to your business bank account.

Most common ecommerce payment methods

Offering multiple payment methods reduces cart abandonment and meets customer preferences at checkout. 

Here are the four major categories every ecommerce brand should consider:

• Credit and debit cards: The most widely used payment method, where customers enter their card number, expiration, CVV, and billing address directly at checkout. All major processors support Visa, Mastercard, Discover, and American Express (though Amex typically has higher fees). Cards are a non-negotiable baseline for most stores.
• Digital wallets: Services like Apple Pay, Google Pay, PayPal, Shop Pay, and Amazon Pay store payment credentials securely and enable one-click or biometric checkout. They streamline mobile shopping, lower your PCI compliance burden since card data never touches your server, and can significantly boost conversion rates for returning customers.
• Buy now, pay later (BNPL): Services like Affirm, Klarna, and Afterpay let customers split purchases into installments — often four payments over six weeks. You receive full payment upfront (minus 2–6% processing fees) while the BNPL provider assumes credit risk. BNPL can increase average order value and conversion, especially for higher-ticket items.
• Bank transfers: ACH transfers (US), SEPA (Europe), and open banking enable direct bank-to-bank payments. They have lower processing fees (often under $1 flat) but longer settlement times (three to five days). These work best for B2B transactions, established customer relationships, or large orders where payment timing is less urgent.

How to choose an ecommerce payment processor

The right processor balances cost, security, customer experience, and growth potential. Here's what to evaluate:

Prioritize PCI compliance and fraud protection

Choose a PCI-compliant processor that handles security for you through hosted payment forms or tokenization. Look for built-in fraud tools like 3D Secure 2.0 (biometric verification), AVS (address verification), and CVV checks. These protect against fraud while keeping approval rates high for legitimate customers.

Support the payment methods your customers actually use

Offer the methods your audience prefers. At minimum, accept major cards (Visa, Mastercard) and at least one digital wallet (Apple Pay or Google Pay). Consider adding BNPL for higher-ticket items. North American customers typically use cards, wallets, and Affirm, while European customers favor PayPal, Klarna, and iDEAL.

Enable international and multi-currency payments

If you sell globally, ensure your processor handles multi-currency settlement, local payment methods, and dynamic currency conversion. Be aware that cross-border transactions carry higher fees and longer settlement times.

Use tokenization for saved payments

Tokenization replaces card data with secure tokens you can store and reuse, enabling one-click checkout for returning customers while reducing your PCI compliance burden.

Confirm integrations with your tech stack

Check for native integrations with your ecommerce platform (Shopify, WooCommerce, BigCommerce), CRM, accounting software, and support tools like Gorgias. Seamless data flow between systems reduces manual work and errors.

Calculate your total cost structure

Most processors charge 2.5–3.5% plus $0.10–$0.30 per transaction, monthly fees of $0–$50, and $15–$25 per chargeback. Interchange-plus pricing is most transparent for high-volume merchants. With payout timing, most settle in one to three days, but faster options exist for a fee.

Choose a processor that scales with you

Select a provider with 24/7 support and the ability to handle traffic spikes during peak events, add new sales channels, and expand internationally as you grow. Payment issues directly impact revenue, so reliable support matters.

How to find a secure payment processor

Security protects your customers and your business. A data breach or fraud problem can damage your reputation and trigger fines. Here's what to look for:

Look for PCI compliance that's handled for you

PCI DSS is a set of security rules required by card companies to protect customer payment data. It's mandatory, but you don't need to become a security expert.

Choose a processor with hosted payment forms or tokenization. Customer card details go directly to the processor, never touching your server. This means the processor handles complex security requirements for you. Without this, you risk fines and could lose the ability to accept payments.

Choose fraud protection tools that verify real customers

Look for processors with built-in fraud protection:

• 3D Secure 2.0: Verifies identity at checkout using Face ID, fingerprint, or a text code, stopping fraudsters and protecting you from liability.
• Address verification (AVS): Checks that the billing address matches what's on file at the customer's bank.
• Security code verification (CVV): Requires the code from the physical card, confirming the person has it in hand.

Get chargeback protection and early alerts

Chargebacks happen when customers dispute charges, often because they don't recognize the transaction or had a delivery issue. If more than 1% of your transactions become chargebacks, you'll face higher fees or lose your account. Each chargeback costs $15-$25, even if you win.

Choose a processor with early alerts (before disputes become official) and tools to fight unfair disputes. Prevent chargebacks by using clear billing descriptors, visible refund policies, order tracking, and fast customer support.

Resolving problems before customers call their bank saves money and headaches. Tools like Gorgias AI Agent help you respond quickly and issue refunds when appropriate, stopping disputes before they start.

Which payment processor to use for your ecommerce store

If you're just starting out and wondering "Should I use PayPal or Stripe?" — you're asking the right question. The answer depends on your platform, technical comfort, and where you're selling. 

Here are the main options:

Shopify Payments (best if you're on Shopify)

Built directly into Shopify with no setup hassle. Accepts all major cards plus Apple Pay, Google Pay, and Shop Pay. The big win: no extra 0.5-2% fee that Shopify charges for third-party processors. Payouts are fast, reporting is unified with your orders, and fraud protection is automatic. Only downsides: Shopify-only, limited countries, and strict policies for certain industries.

Stripe (best for customization and growth)

The go-to for businesses that need flexibility or plan to scale globally. Supports 135+ currencies and payment methods from cards to wallets to local options like iDEAL. Great API if you want custom checkout flows. Pricing starts at 2.9% + $0.30, but setup requires some technical knowledge and support can be slow for smaller accounts.

PayPal (best for instant trust)

Everyone knows PayPal, which means customers trust it immediately. Fast approval (often same-day), accepts cards plus PayPal balance, Venmo, and Pay in 4 installments. Pricing is 2.99% + $0.49. The trade-off: reporting is clunky and support quality varies.

Square (best for online and in-person)

Perfect if you sell both online and at markets, pop-ups, or a physical location. Free POS hardware connects to the same dashboard as your online store. Simple pricing: 2.9% + $0.30 online, 2.6% + $0.10 in-person. Includes business tools like invoicing and payroll. Best for small businesses—less suitable if you need heavy customization.

Adyen/Checkout.com (best for enterprise)

For large brands processing high volumes. Advanced features like payment orchestration and 100+ payment methods, but requires technical resources, longer onboarding, and volume minimums.

Add BNPL and wallets to any processor

Most processors let you add Affirm, Klarna, Afterpay, Apple Pay, and Google Pay through integrations. These boost conversion, especially on mobile and for higher-priced items. BNPL providers charge 2–6% but often increase average order value enough to justify the cost.

How payment processors impact customer satisfaction and sales

Your payment processor directly influences whether customers complete checkout or abandon their cart. Keep these best practices in mind:

Keep checkout fast and on your site

Choose a processor with embedded checkout so customers never leave your site. Redirects to third-party pages kill trust and increase abandonment — in fact, 22% of customers bail due to slow or complex checkout. Display recognizable payment logos (Visa, Mastercard, PayPal) and SSL security badges to reassure customers their data is safe.

Optimize for mobile with one-tap wallets

Mobile shoppers don't want to type card numbers on small screens. Offer Apple Pay, Google Pay, and Shop Pay for one-tap checkout with biometric verification. Fast mobile checkout also increases impulse purchases at the point of sale.

Let returning customers save their payment info

Enable one-click checkout for repeat customers using tokenization, where the processor stores secure tokens instead of actual card numbers. This is critical for subscriptions and mobile shopping. Offer multiple wallet options (Shop Pay, PayPal, Apple Pay, Google Pay) so customers can choose their preference.

Resolve payment issues instantly

Failed transactions, refund requests, and order questions all need fast resolution, or customers get frustrated and file chargebacks. Slow support costs you sales and increases chargeback fees.

Keep building your ecommerce foundation

Payment processing is just one piece of running a successful online store. Once your checkout is set up, focus on the other fundamentals:

• Ecommerce customer service: Learn how fast, helpful support reduces chargebacks, increases repeat purchases, and turns one-time buyers into loyal customers.
• Ecommerce SEO: Drive organic traffic to your store by optimizing product pages, category pages, and content so customers can find you through search.‍
• Ecommerce merchandising: Display your products strategically to increase conversions, boost average order value, and create a shopping experience that keeps customers coming back.

TL;DR:

• Ecommerce merchandising is the strategic presentation of products to drive sales and improve shopping experiences
• Core components include catalog structure, visual presentation, search optimization, and personalization
• AI and automation enable small teams to deliver sophisticated merchandising at scale
• Strong merchandising reduces customer support burden by answering questions proactively
• Success requires ongoing testing, data analysis, and optimization

Ecommerce merchandising is the strategic presentation of products to drive sales and create better shopping experiences. 

With online shopping more competitive than ever, how you showcase products can make or break a sale. 

This guide shows you how to optimize product discovery, improve the customer experience, and boost revenue.

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What is ecommerce merchandising?

Ecommerce merchandising is the practice of strategically presenting products to drive sales and improve the shopping experience.

Think about a physical store. Products aren't randomly thrown on shelves — merchandisers place bestsellers at eye level, create enticing displays, and use signage to grab attention. Ecommerce merchandising works the same way, just digitally.

The goal is to put the right product in front of the right customer at the right time. The advantage? You can optimize in real-time based on customer behavior, purchase history, and browsing patterns — something brick-and-mortar stores can't easily do.

This includes organizing your product catalog, optimizing search and filters, creating compelling visuals, personalizing recommendations, and fine-tuning your product pages to convert browsers into buyers.

Why ecommerce merchandising matters

Merchandising directly affects your revenue because it influences every step of the customer journey from product discovery to checkout. Here's why it should be a top priority:

Your customers expect personalization. They don't want to dig through generic product pages or wrestle with basic search. They expect experiences that adapt to their preferences and recommendations that feel hand-picked. If your site feels one-size-fits-all, you're already behind.

Your competition isn't just down the street. It's everywhere. Customers can comparison shop across dozens of stores in minutes. If they can't quickly find what they want on your site, they'll bounce to a competitor who makes it easier. You're not just competing locally anymore. You're up against every online retailer worldwide.

You have data physical stores can only dream of. You can test product arrangements, track which layouts convert better, and adjust your strategy in real-time based on actual behavior. That's a massive advantage, but only if you use it.

Core components of an ecommerce merchandising strategy

Effective merchandising has four foundational building blocks. Here's what you need:

1. Product catalog structure: How you organize, categorize, and tag products. Your store's architecture should take customers from broad categories to specific items.
2. Visual presentation: Images, videos, descriptions, and layouts. High-quality photography and compelling copy that build trust and show customers exactly what they're buying.
3. Search and navigation: Search bars, filters, category menus, and autocomplete. The tools customers use to find products quickly without frustration.
4. Personalization: Recommendation algorithms and dynamic content based on customer behavior and purchase history. What makes each visit feel tailored instead of generic.

How to build your ecommerce merchandising strategy

Building an effective merchandising strategy requires a systematic approach, not guesswork. Follow these five steps.

1. Audit your current state

Review your catalog organization, search performance, and conversion data. Identify which products are easy to find and which are buried. Check search analytics to see where customers struggle and where they drop off. This baseline shows you where to focus.

2. Define goals and KPIs

Establish what success looks like. Choose 3-5 key metrics—conversion rate, average order value, search exit rate—that align with your business objectives. Clear KPIs let you measure impact and prove ROI.

3. Map the customer journey

Identify key touchpoints: homepage, category pages, search, product pages, checkout. Understanding this flow helps you prioritize which areas to optimize first and where merchandising has the biggest impact.

4. Prioritize quick wins

Start with high-impact, low-effort improvements like fixing broken search, adding recommendations, or streamlining category navigation. Quick wins build momentum and show stakeholders what's possible.

5. Plan for ongoing optimization

Set up a testing framework with regular analytics reviews, A/B testing processes, and customer feedback channels. Merchandising isn't one-and-done. It requires continuous refinement.

Ecommerce merchandising best practices

These are the foundational must-haves for any ecommerce store:

✅ Optimize your search functionality – Implement autocomplete, synonym mapping, and smart filters so high-intent shoppers can actually find what they're looking for.

✅ Use high-quality product media – Include multiple angles, zoom functionality, videos, and lifestyle shots. Customers can't touch products online—visuals bridge that gap.

✅ Display social proof prominently – Add reviews, ratings, customer photos, and trust badges on product pages. Customers trust other customers more than your marketing copy.

✅ Ensure mobile responsiveness – Make sure you have responsive design, touch-friendly navigation, and fast loading. 61% of searches happen on mobile.

✅ Show real-time inventory – Display accurate stock levels and low-stock alerts. Nothing kills trust faster than letting customers buy unavailable products.

✅ Optimize checkout flow – Offer guest checkout, multiple payment options, transparent pricing, and progress indicators. Every friction point increases abandonment.

✅ Track Core Web Vitals – Monitor LCP, INP, and CLS. Aim for sub-3-second page loads. Slow pages kill conversions.

Measure success: key ecommerce merchandising metrics

Track these six KPIs to understand how your merchandising impacts revenue. Metrics turn opinions into data-driven decisions.

Conversion rate

The percentage of visitors who buy something. This is your most direct measure of merchandising success.

Example: If 100 people visit your site and 3 buy, your conversion rate is 3%. Track this by traffic source, device, and product category to spot where you can improve.

Average order value (AOV)

The average dollar amount customers spend per transaction. Growing AOV through bundles and recommendations increases revenue without needing more traffic.

Example: If you make $5,000 from 100 orders, your AOV is $50. If product recommendations bump that to $55, you've added $500 in revenue from the same number of customers.

Revenue per visitor (RPV)

Total revenue divided by total visitors. This combines conversion rate and AOV into one number that shows overall merchandising effectiveness.

Example: 1,000 visitors generate $3,000 in sales = $3 RPV. If your merchandising gets that to $3.50, you've gained $500 per thousand visitors.

Bounce rate

The percentage of people who leave after viewing just one page. High bounce rates mean navigation problems or customers not finding what they expected.

Example: If 60% of homepage visitors bounce immediately, something's wrong. It could be unclear navigation, slow loading, or irrelevant content.

Search exit rate

The percentage of customers who search and then leave without clicking any products. This directly measures search quality.

Example: If 40% of people search for "running shoes" and then exit, your search isn't showing them relevant results. Fix this by improving synonym coverage and result relevance.

Customer lifetime value (CLV)

Total revenue a customer generates over their entire relationship with your brand. Good merchandising makes repeat purchases easy through personalization and seamless experiences.

Example: A customer makes their first $50 purchase, then returns for three more $40 purchases over two years. Their CLV is $170—much more valuable than a one-time buyer.

Testing and optimization approach:

• Run A/B tests on merchandising changes before full rollout
• Review metrics weekly or monthly depending on traffic volume
• Adjust strategy based on data trends and performance shifts
• Use funnel analysis to identify specific drop-off points
• Segment metrics by customer type for deeper insights

Pro Tip: Your support team sees patterns that metrics can't capture. Combine quantitative data with qualitative feedback from customer conversations. Pre-sales customer support can go a long way toward boosting sales by assisting customers with issues that might otherwise prevent them from converting.

Additional merchandising tactics for advanced optimization

Once your foundation is solid, these tactics drive growth. Use them to differentiate your store and boost conversions beyond the basics.

Behavioral personalization

Show "Because you bought X" recommendations, tailor homepages by customer segment, and use dynamic content based on browsing history.

Product quizzes for discovery

Guide uncertain shoppers with quizzes that recommend products based on their needs and preferences.

Curated collections

Create thematic collections ("Summer Essentials," "Work From Home Setup") that reduce decision fatigue and inspire purchases.

Strategic promotions and bundling

Use product bundles, tiered discounts, and free shipping thresholds to increase average order value without constant discounting.

Proactive chat campaigns

Trigger automated chats based on behavior like reaching out when someone views high-value products or lingers on checkout.

AR and product videos

Let customers "try on" products virtually or see 360-degree views to boost confidence and reduce returns.

Social commerce integration

Extend your merchandising to Instagram, TikTok, and other platforms where customers already shop.

AI-driven merchandising

Use machine learning to adjust product rankings, predict demand trends, and personalize at scale.

Turn conversations into conversions with Gorgias

Organizing your store and displaying products to customers is just one element of creating a customer experience optimized for revenue generation.

Gorgias extends your merchandising strategy through three key capabilities:

AI Agent answers product questions instantly, provides recommendations, and handles order inquiries without human agents. 

Customer data integration means agents see browsing history, cart contents, and past purchases to make personalized suggestions during support conversations. 

Proactive engagement through chat campaigns can re-engage cart abandoners or offer help at key decision points in the customer journey.

When merchandising and support work together, you reduce pre-purchase support inquiries because product pages answer common questions. You turn support conversations into sales opportunities by equipping agents with context and product knowledge. 

See how Gorgias helps ecommerce brands turn support into a revenue driver. Book a demo.

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TL;DR:

• Customer communication is the ongoing dialogue between your brand and shoppers across all touchpoints, from pre-purchase questions to post-purchase support, driving retention and revenue through responsive, personalized interactions
• CCM (customer communication management) focuses on creating and delivering messages, while CRM manages customer data and relationships — they work best when integrated to personalize at scale.
• Choose the right channel based on urgency and lifecycle stage: live chat for pre-purchase, email and SMS for order updates, phone for complex issues, and help centers for self-service
• Eight strategies to improve communication include automation for efficiency, personalization using customer data, proactive outreach, omnichannel consistency, self-service options, positive scripting, feedback loops, and metric-driven optimization
• Measure success with FRT, CSAT, NPS, and resolution rates to identify gaps and prove ROI

Shoppers expect instant, personalized responses across every channel they use. Poor communication drives churn, while great communication drives retention and repeat purchases. Customer communication is the two-way dialogue between your brand and shoppers at every touchpoint. This article covers what customer communication is and why it matters for your bottom line. We also cover which channels to use and eight strategies to improve your approach with automation, personalization, and the right tools.

What is customer communication?

Customer communication is the ongoing, two-way dialogue between a brand and its shoppers across all touchpoints. Unlike one-way marketing like email blasts or ads, customer communication is responsive and interactive, addressing individual needs and questions.

The scope includes pre-purchase questions, order tracking emails, support tickets, feedback surveys, and proactive outreach like shipping delay notifications. Customer communication management (CCM) is the strategic approach to managing these interactions at scale. It ensures consistent, helpful responses that build trust and drive revenue.

Effective customer communication spans multiple touchpoints:

• Pre-purchase chat inquiries about product fit or shipping
• Order tracking emails and SMS updates
• Support tickets for returns, refunds, or technical issues
• Feedback surveys to gather insights and close the loop

Definition and scope across CX

Customer communication covers support, sales, retention, and feedback across the entire customer lifecycle. It's not just reactive support when something goes wrong. It includes proactive engagement like abandoned cart reminders, restock alerts, and post-purchase check-ins.

This communication spans awareness (social media responses), consideration (live chat with product questions), purchase (order confirmation emails), post-purchase (tracking updates and support), and retention (loyalty program messages). Every interaction shapes how shoppers perceive your brand and whether they'll buy again.

CCM vs CRM at a glance

CRM (customer relationship management) systems manage customer data and relationships, tracking purchase history, preferences, and lifecycle stage. CCM focuses on creating, delivering, and optimizing the messages you send using that data.

They complement each other: CRM provides the customer context, while CCM uses it to personalize communication. Integration creates a unified customer view, enabling consistent messaging across all channels and ensuring every interaction feels relevant and timely.

Why customer communication matters

Great customer communication drives measurable business outcomes: higher retention, increased customer lifetime value (CLV), improved CSAT scores, and reduced cost-to-serve. Responsive, helpful communication builds trust, which strengthens brand perception and creates loyalty.

Poor communication, on the other hand, leads to churn, negative reviews, and lost revenue. A report from Emplifi found that 15% of U.S. customers say they're likely to leave a brand after a single negative experience. In ecommerce, where shoppers have endless options, communication is a competitive advantage.

The risks of poor communication include:

• Frustrated shoppers who abandon carts or leave negative reviews
• Higher churn rates as customers switch to competitors
• Lost sales from unresolved pre-purchase questions

Retention and revenue impact

Responsive, personalized communication increases repeat purchases and CLV. When shoppers feel heard and valued, they're more likely to return. Reducing churn by even a small margin has an outsized impact on revenue, since acquiring new shoppers costs more than retaining existing ones.

Great support can also translate to better reviews and word-of-mouth, which directly generate more revenue. According to a Podium report, 47% of customers are willing to spend more at a business with higher reviews. The report also found that 41% of customers say reviews are the most important factor when choosing a business.

Trust, loyalty, and brand perception

Consistent, helpful communication builds trust over time. Trust drives loyalty, referrals, and positive word-of-mouth. Shoppers remember how you made them feel, not just what you sold them.

Strong communication reinforces brand perception. When every interaction is professional, empathetic, and on-brand, shoppers see you as reliable and customer-focused. This perception influences purchase decisions and willingness to recommend your brand.

Risk of poor CX and churn

When communication fails — slow responses, inconsistent information, impersonal messages — shoppers get frustrated. This leads to abandoned carts, negative reviews, and lost sales. Churn is expensive and often preventable with better communication.

A single poor experience can undo months of marketing effort. Shoppers who feel ignored or misunderstood are unlikely to give you a second chance.

Channels for each buying stage

Ecommerce brands communicate with shoppers across multiple channels: email, live chat, SMS, social media, phone, and help centers. Choosing the right channel depends on urgency, complexity, and customer preference. This is often called the "right medium" decision. Use synchronous channels like chat and phone for urgent issues, and asynchronous channels like email and help centers for less time-sensitive inquiries.

Map channels to lifecycle stages for maximum impact. During awareness, shoppers engage on social media and help centers. During consideration, they use live chat to ask product questions. At purchase and post-purchase, email and SMS deliver order updates and support. Retention efforts use proactive email, SMS, and loyalty programs.

Omnichannel consistency matters: the same brand voice and accurate information across all channels reduce confusion and build trust. Tools like shared inboxes and unified platforms help maintain this consistency at scale.

Channels overview and "right medium"

Each channel has strengths based on urgency and complexity:

• Email: Asynchronous, ideal for non-urgent inquiries, order updates, and marketing campaigns
• Live Chat: Synchronous, great for pre-purchase questions and quick issue resolution
• SMS: Fast, convenient, perfect for order alerts, shipping updates, and short support exchanges
• Social media: Where shoppers spend time, useful for public engagement and DM support
• Phone: Synchronous, best for complex or sensitive issues requiring back-and-forth dialogue
• Help Center: Self-Service, available 24/7 for FAQs and common questions

Choose sync channels (chat, phone) when urgency and complexity are high. Choose async channels (email, help center) when shoppers can wait for a response or prefer to resolve issues independently.

Lifecycle stage mapping

Match channels to where shoppers are in their journey:

• Awareness: Social media, blog content, help center articles to educate and engage
• Consideration: Live chat and email to answer product questions and remove purchase obstacles
• Purchase: Email and SMS for order confirmations and payment updates
• Post-purchase: Support tickets, email, SMS, and phone for returns, refunds, and tracking updates
• Retention: Proactive email and SMS for restock alerts, loyalty rewards, and personalized recommendations

Aligning channels with lifecycle stages ensures shoppers get the right information at the right time through their preferred medium.

Omnichannel consistency and brand voice

Omnichannel consistency means delivering the same tone, messaging, and information across all channels. This builds trust and reduces confusion. Shoppers should feel they're talking to the same brand whether they're on chat, email, or social media.

Tools like shared inboxes, templates, and brand guidelines help maintain consistency. A unified platform ensures reps have full context, so shoppers don't have to repeat themselves when switching channels.

Strategy and best practices

Effective communication requires intentionality: every message should have a purpose and align with customer needs. A strong strategy includes four elements: delivering the right message, assigning the right messenger, using personalization, and engaging in proactive outreach.

Better strategy leads to higher CSAT, lower churn, and more revenue. Shoppers notice when brands are responsive, consistent, and genuinely helpful.

Right message

The right message is accurate, helpful, relevant, and timely. Clarity and conciseness matter: shoppers want answers, not paragraphs. Tone should be empathetic, professional, and on-brand.

A right message checklist:

• Accurate: Provide correct information every time
• Helpful: Solve the problem or move the shopper forward
• Relevant: Address the specific question or concern
• Timely: Respond quickly enough to meet expectations

Right messenger

Decide who should respond based on the inquiry. AI and automation can handle simple questions, like tracking status or return policy inquiries. Complex or sensitive issues require a human agent, and sometimes a specialist.

Routing and escalation ensure the right person (or bot) handles each inquiry. Internal collaboration tools like shared inboxes provide visibility and enable smooth handoffs between team members.

Personalization

Personalization means using customer data — name, order history, preferences — to tailor messages. Shoppers expect brands to know them. Seventy-five percent of consumers are more likely to purchase from brands that offer personalized online experiences.

Personalization tactics include:

• Use the shopper's name in greetings
• Reference past orders or browsing behavior
• Segment by behavior or preferences to send relevant messages

Tools like CRM integration and customer data platforms make personalization scalable. Automation can pull in order numbers, tracking links, and purchase history to create customized responses instantly.

Proactive outreach and feedback loops

Proactive communication means reaching out before the shopper asks. Examples include order tracking updates, shipping delay notifications, and product restock alerts. Proactive outreach reduces support volume and builds trust by keeping shoppers informed.

Feedback loops involve listening to customer input, acting on it, and closing the loop by telling shoppers what changed. This shows you value their opinions and creates a continuous improvement cycle.

Tools and technology

Key tools for effective customer communication include a helpdesk or shared inbox to centralize conversations, automation to handle repetitive tasks, a knowledge base for self-service, chatbots for instant responses, and CRM integration to personalize at scale.

These tools work together to streamline communication. A unified platform like Gorgias combines helpdesk, automation, AI, and CRM integration into one system, making it easier to manage conversations across channels.

Helpdesk, shared inbox, and automation

A helpdesk is a centralized platform for managing all customer conversations. It pulls in messages from email, chat, social media, SMS, and phone into one place. A shared inbox lets multiple agents see and respond to messages, eliminating duplication and ensuring nothing falls through the cracks.

Automation uses rules, macros, and AI to handle repetitive tasks like order tracking updates and FAQ responses. For example, Gorgias offers Rules to auto-tag and route tickets, Macros for templated responses, and an Automation add-on with AI Agent to resolve common inquiries instantly.

Automation frees up reps to focus on complex issues while ensuring shoppers get fast responses to simple questions. Using Gorgias' automation tools, luxury jeweler Jaxxon not only saw a 17% drop in live chat tickets, but a 46% revenue boost.

Knowledge base and self-service

A knowledge base is a library of help articles, FAQs, and guides that shoppers can search independently. Self-service empowers shoppers to find answers without contacting support, reducing ticket volume and providing 24/7 availability.

Benefits of self-service include:

• Reduces support tickets by deflecting common questions
• Empowers shoppers to solve issues on their own timeline
• Available 24/7 without additional staffing

Tools like help centers, chatbots, and FAQ widgets make self-service accessible. Check out Gorgias's live chat solution to add self-service flows directly to your website.

CCM platforms vs CRM

CCM platforms manage the creation, delivery, and optimization of messages, while CRM systems manage customer data and relationships. Integration is key: CRM provides customer context (order history, preferences, CSAT scores), and CCM uses that context to personalize and deliver messages.

Modern platforms like Gorgias combine both: a helpdesk with CRM-level data visibility and CCM-level message management. This unified approach reduces tool sprawl and ensures consistent, data-driven communication.

Metrics to improve performance

Measuring communication effectiveness helps you identify gaps, optimize strategy, and prove ROI. Key metrics include first response time (FRT), average response time (ART), resolution rate, CSAT (customer satisfaction), NPS (net promoter score), and quality assurance (QA) loops.

These metrics tie directly to business outcomes: faster responses lead to higher CSAT, better resolution reduces churn, and strong NPS drives referrals.

FRT, ART, and resolution rate

FRT (first response time) measures how quickly you respond to a new inquiry. Speed matters: shoppers expect fast answers.

ART (average response time) tracks the average time across all responses in a conversation. Maintaining swift average response times keeps shoppers engaged and satisfied.

Resolution rate is the percentage of inquiries resolved without escalation. Higher resolution rates mean shoppers get answers on the first try, reducing frustration and repeat contacts.

Improve these metrics with automation, smart routing, and ongoing agent training.

CSAT, NPS, and QA loops

CSAT (customer satisfaction score) is a post-interaction survey rating, typically asking "How satisfied were you with this interaction?" It provides immediate feedback on individual conversations. Learn more about how to improve CSAT score.

NPS (net promoter score) measures likelihood to recommend your brand. It's a broader gauge of overall satisfaction and loyalty.

QA loops involve reviewing conversations, coaching agents, and identifying trends. Use feedback to refine templates, update training, and continuously improve communication quality.

Examples and implementation guide

Implementing a customer communication strategy takes planning and iteration. A 30-60-90 day roadmap provides quick wins early while building toward long-term optimization. Real-world examples show how brands use omnichannel communication and automation to reduce response times, increase CSAT, and lower support costs.

30-60-90 day roadmap

Days 1-30: Audit your current communication channels, tools, and metrics. Identify gaps like slow response times or missing channels. Set clear goals: improve FRT, increase CSAT, reduce ticket volume. Choose quick wins like adding FAQ articles or setting up basic automation rules.

Days 31-60: Implement quick wins. Create automation rules for common questions like "where is my order?" Build out your help center with FAQs and guides. Train your team on new tools and processes. Start tracking key metrics to establish baselines.

Days 61-90: Optimize based on data. Analyze which automation rules are working and which need refinement. Expand self-service options based on common ticket themes. Measure ROI by comparing ticket volume, response times, and CSAT scores to your baseline.

Better customer experiences make omnichannel the default

Brands that combine omnichannel support with automation see measurable improvements. By centralizing conversations from email, chat, social media, and SMS into one platform, teams respond faster and maintain context across channels.

Automation handles repetitive inquiries, freeing agents to focus on complex issues. The result: reduced response times, higher CSAT scores, and lower support costs. For example, implementing automation and self-service can reduce ticket volume by double digits while maintaining or improving customer satisfaction.

Ready to transform your customer communication? Book a demo to see how Gorgias can help you automate, personalize, and scale your support.

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The Gorgias helpdesk is a highly customizable, automatable tool. In theory, you could use it like a standard inbox, answering customer support tickets from top to bottom. But you’re better off taking advantage of its features to organize your inbox, automatically prioritize and assign tickets, and automate repetitive tasks. 

Streamlining your helpdesk from the jump is the best way to spend less time on administrative work so you can respond faster and leave customers satisfied.  

TalentPop is a customer service management agency for ecommerce brands like yours and optimizes Gorgias for over 500 top brands like Jaxxon, Lilly Lashes, and Kettle & Fire. And while each brand’s needs are unique, every ecommerce company could benefit from essentials like automated ticket routing and answering WISMO requests.

We developed this playbook to share these best practices for setting up Gorgias so your team can get back to focusing on what matters most: tending to urgent requests and having impactful conversations with your valued customers.

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Create tags to organize tickets

In Gorgias, Tags keep track of the contents and context of a ticket at a glance:

• What type of issues are they experiencing?
• What’s the status of the conversation?
• What kind of automation has been applied?
• What kind of customer are they?

Especially as your team grows, Tags are the best way to keep your helpdesk organized, filter for specific conversations, and track the progress of customer resolutions. Plus, when combined with automation (which we’ll discuss in the next section), Tags help your team prioritize requests, route conversations to a specific team member, or send messages to customers. 

Accurate and up-to-date Tags also help you analyze ticket trends much easier. For example, if you suddenly experience a 20% spike in tickets tagged with “product-complaint,” you can quickly dig into that issue.   

Tags most ecommerce brands should use

Gorgias comes with a set of Tags that you can start using automatically, but you should build out the list based on your needs. When we help brands build out their list of Tags, we start by auditing past tickets to understand existing patterns. 

Below, we included a list of the most common Tags you’ll likely find helpful. Start there, and consider auditing your own helpdesk to add any additional tags your team would find helpful. 

Tags for customer account management

• Update billing information
• Update email address
• Password reset requests
• New account requests

Tags for collaboration

• Influencer requests
• Affiliate requests

Tags for customer feedback

• Product improvement (broken down by product category or SKU)
• Negative reviews
• Positive reviews
• Negative social comments
• Positive social comments
• Frustrated customers

Tags for product feedback

• Minor product defect
• Major product defect
• Product suggestion

Tags for discounts

• Discount error
• Discount requests

Tags for orders

• Cancel order (not shipped)
• Cancel order (shipped)
• Change order (not shipped)
• Change order (shipped)
• Incorrect product received
• Missing items
• Order confirmation requests
• Status: Pre-order

Tags for return and exchange

• Exchange requests
• Refund/Cancellation requests
• Return requests
• Return status

Tags for shipping

• Address change (not shipped)
• Address changed (shipped)
• Damaged in transit
• Marked delivered but not received

Order status

• Delivered
• Not shipped
• Partial shipment
• Shipped/In-Transit

Tags for social media

• Facebook comment
• Facebook Messenger
• Instagram comments
• Instagram DMs
• Twitter comment
• Twitter DM

Tags for subscriptions

• Cancelation requests (shipped)
• Cancelation requests (not shipped)
• Skip shipment request
• Edit subscription

Tags for urgent inquiries

• BBB claims
• Manager escalations
• Pre-sale questions
• Payment disputes
• Upset customer

Tags for VIP customers

• VIP +250
• VIP +500
• VIP +1000

Tags for wholesale requests

• Wholesale

Once you have those (and other) Tags set up, you can apply them manually or use automation to automatically tag incoming tickets. 

Use rules to automate tedious tasks (like tagging, routing, and simple replies)

In Gorgias, Rules are flexible tools to automate a wide range of day-to-day tasks, like tagging, routing, automatically closing no-reply messages, and even replying to basic messages.

Just like Tags, Rules will vary from brand to brand. And the possibilities of Rules are near-endless, so no blog post can give you a complete list of Rules to use. That said, here are four categories of Rules (with specific examples) you’ll likely find useful:

Auto-tag tickets based on keywords

Manually applying Tags can eat up agent time (and leave room for error). Move faster and ensure your tags are more accurate by setting up Rules to auto-tag tickets based on ticket content. 

The following Rules use keywords in the message to apply Tags. For even more advanced tagging, you can use Gorgias’s Intent and Sentiment Detection to tag tickets even when the ticket doesn’t include a specific keyword. 

Rule: Tag address update needed 

Rule description: When an agent requests an email address update from customers, apply the “edit-address” tag.

Rule benefit: This Rule helps you keep track of incorrect email addresses and email address updates. When you then use this Tag in correspondence with a View, you’ll have an easy time matching up the customer’s old and new email addresses. 

How to set up Rule:

Rule: Tag damaged/defective goods

Rule description: Automatically tag incoming tickets mentioning product damage with “Damaged/Defective.”

Rule benefit: Tagging these kinds of tickets is a great way to prioritize these sensitive interactions, so customers aren’t left waiting after they receive a damaged item. If you respond quickly and courteously, you greatly increase your chances of mitigating an escalation and retaining the customer. 

How to set up Rule:

💡Tip: Adjust the rule to include keywords from previous tickets about damaged inquiries, which will best reflect how customers talk about your product getting damaged. For example, if you sell clothes, people will use words like “torn” and “stained” more than “broken.” 

Rule: Tag exchange requests

Rule description: Automatically tag incoming tickets containing exchange requests with “Exchange Request.”

Rule benefit: This is a very beneficial auto-tagging feature that, when corresponding to a view, will help your customer service agents prioritize exchange requests on time. From our experience, this is especially helpful for apparel and jewelry brands, although you can use it for a variety of brands.

How to set up Rule:

💡Tip: We recommend updating the Exchange Request Rule with language from previous and future tickets. Continuously optimizing the rule to include additional keywords will help make the tagging function more accurate over time. 

Rule: Tag refund/cancellation requests

Rule description: Automatically tag incoming tickets containing refund/cancellation requests with “Refund/Cancellation.”

Rule benefit: When corresponding to a View, this auto-tagging feature will help your team effectively prioritize refund and cancelation requests, which is important for a couple of reasons:

• If the customer wants to cancel the order before it’s shipped, you can save on shipping by processing the cancellation before it leaves the warehouse.
• If the customer requests a refund, a fast-acting customer service agent may be able to offer another solution (like troubleshooting the product or suggesting an exchange).

How to set up Rule:

Rule: Tag reviews

Rule description: Automatically tag incoming tickets mentioning new product reviews with “Review.”

Rule benefit: When corresponding to a view, this rule will help your customer service agents properly manage and respond to incoming reviews, both positive and negative. 

How To Setup Rule: Unlike our other rules, there can be multiple configurations for this set-up — it depends on the platform that you are using. Gorgias currently integrates with several review apps, but each one can require a different setup. In this example, we will include the most common configurations.

Here’s a Rule that leverages the Gorgias integration with Yotpo, flagging new reviews of your channel:

Here’s a review based on the ticket’s subject line to catch new reviews based on the standard format of some review platforms:

💡Tip: Take your internal reviews-monitoring processes to the next level by manually tagging reviews as positive or negative. This will help you better understand which reviews are positive or negative, overall trends, and flag reviews with a high score but negative tone. 

Another trick we like is to tag reviews with the relevant product’s SKU to help your team better understand which products people enjoy or dislike the most. This feedback is invaluable for your Product team. 

Rule: Tag urgent tickets

Rule description: Automatically tag incoming tickets containing time-sensitive requests with “Urgent.”

Rule benefit: Urgent tickets should always be prioritized, which is what this rule — when corresponding to a view — helps your team to do.

How to set up Rule:

💡 Tip: Set up this rule with keywords that your team deems urgent, like when customers threaten to contact the Better Business Bureau or ask to speak with a manager. Negative comments don’t have to be the only urgent ones, either: You can tag pre-sales tickets or tickets from VIP customers as urgent. 

Additionally, you can apply a rule for Urgent tickets explicitly related to social media. This setup is a stellar method for ensuring public (ie. customer-facing) issues are resolved quickly.

Rule: Tag website issues

Rule description: Automatically tag incoming tickets mentioning problems with your website with “Website Issue.” (Note: You might also choose to also add the Urgent tag so you can address these issues quickly.)

‍Rule benefit: This Rule is a lifesaver — it’s been highly effective for our clients during sales, general marketing campaigns, or even on an average Tuesday. It can ensure that you don’t miss out on sales and that your customers always have the best experience. 

How to set up Rule:

Rule: Tag attempts to use chat outside business hours

Rule description: This ticket advises customers when your live chat is unavailable due to business hours or holidays. 

Rule benefit: One of our favorites for gauging bandwidth, this rule is great for identifying when messages come in outside your regular business hours. With this data, you may consider bringing on additional support if ticket volume is high outside of your regular customer service schedule.

Note: To use this Rule, you’ll have to set up Business Hours. You can also adjust your chat setting so chat is unavailable outside business hours, and customers must fill out Contact Forms (which require their email address) to send a message so you can follow up via email when your team logs back on. 

How to set up Rule:

Auto-tag tickets that have internal notes

In case you missed it, an internal note in Gorgias is a note added to a ticket that’s only visible to your team — it’s not shared with the customer. Internal notes can be added to conversations to share vital or helpful information about the customer or the ticket with your team. These notes can also record any actions taken on the customer's request.

Rule description: When an agent creates an internal note, this Rule automatically tags the tickets as “Internal Note - Open.”

Rule benefit: This Rule is great for ensuring internal team communications are appropriately tagged and sorted into Views, so all internal views get flagged and all customer questions get answered.

How to set up Rule:

Auto-replying to Where Is My Order (WISMO)

An auto-reply is a pre-written response automatically sent to a customer based on the ticket’s content, channel, timing, or a variety of other factors. You can use auto-replies to:

• Acknowledge receipt of a customer's message
• Provide an estimated response time
• Offer a general resolution to a common issue
• Provide information such as office hours or contact details

Note that auto-replied tickets still have limitations and should be frequently reviewed and re-assessed.

Rule: Automatically reply to WISMO requests:

Rule description: Answer and resolve inquiries about order status.

Rule benefit: Provide instant responses to the most common question in ecommerce customer support and free your agents up for higher-impact interactions.

How to set up Rule:

📚 Related reading: Check out our complete guide to automating WISMO requests.

Use Views to prioritize tickets 

Views filter and organize customer data within the left sidebar, allowing customer service teams to access and respond to customer inquiries quickly. Views can also prioritize tickets by urgency or organize them by channel. This feature helps customer service teams manage their workload more efficiently and provides insights into common customer issues or trends.

Views are simple to set up based on ticket tags and other qualities, so we won’t spend time explaining how to set them up here. Instead, we’ll share a couple of types of Views you’ll likely find useful.

Views based on urgency

Building views based on urgency within Gorgias is a good idea for several reasons:

1. Prioritization: Prioritizing customer inquiries based on urgency is critical to providing timely and effective customer support. By creating a system that identifies urgent issues and addresses them promptly, support teams can improve overall customer satisfaction and prevent potential negative feedback.

2. Improved workflow: Building views based on urgency helps support teams manage their workloads more effectively. For example, they can assign urgent customer inquiries to agents who can handle them immediately and postpone less urgent inquiries.

3. Better CX: Responding promptly to urgent customer inquiries is essential to maintaining a positive customer experience. By prioritizing urgent inquiries, support teams can ensure that customers who need immediate assistance receive it promptly, enhancing customer loyalty and trust.

4. Better visibility: Urgency is key to determining the overall health of a support queue. By creating views based on urgency, support teams can gain visibility into the volume and types of high-priority customer inquiries, allowing them to make informed decisions about staffing and resource allocation.

Views based on channel

Building views based on specific channels within Gorgias can be extremely helpful for your brand’s customer service needs:

1. Improved efficiency: Creating views based on specific channels allows agents to quickly access and manage the most relevant interactions for that channel. This function can improve a support team's overall efficiency and productivity by reducing the time spent searching for specific customer inquiries.

2. Channel-specific information: Different channels, such as email, chat, or social media, may have unique requirements and data fields that are specific to that channel. Building views based on your specific support channels allows your team to access and manage this channel-specific information easily.

3. Better CX: Your support teams can ensure that they provide a tailored and consistent experience to customers, no matter the channel they choose, which can help improve customer satisfaction and increase the likelihood of repeat business.

4. Better visibility: Your brand can gauge the overall volume and type of interactions occurring on each channel. The data from this view will provide valuable insights into customer behavior and preferences, which can inform future support and business decisions.

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Write Macro templates

Macros in Gorgias are pre-made responses that insert commonly-used text into a ticket response after being triggered by a keyboard shortcut or by clicking a Gorgias interface button. 

They help agents decrease response times by eliminating the need to repeatedly (and manually) type the same response for similar customer service inquiries. A customer service representative might use a Macro to insert a standard response to a frequently asked question or even a product return request.

As we tell our own TalentPop agents during training, it is never in your best interest to 100% rely on Macros. Macros should be a foundation for writing responses to customers, as every inquiry is unique and each customer deserves a personalized experience.

Macros for returns and exchanges

Handling returns and exchanges can be complex. As a customer service management agency that has worked with over 500 top ecommerce brands, we can confidently say that a “one-size-fits-all” approach is not the correct one for these situations. 

With this in mind, we generally provide our agents with different options to handle situations based on client SOPs. 

Below you will find an example of what an unbranded Macro for this could look like:

Hi {{ticket.customer.firstname}},

It's {{current_user.firstname}} from [Brand Name].

Thanks for reaching out!

Use this Macro to state the return policy

You can return an item within [X days] of receiving your order.

Once we receive your package, please allow up to 2 weeks for us to receive and inspect your product.

Once everything is properly verified on our end, we can process the return and issue the credit back to your original payment method.

For more information, please take a look here [Link to Return Policy].

Use this Macro if the customer is eligible for a return

We would love to help you out regarding your return request.

Since you received your goods within the return window of [X days], we can absolutely help you with a return.

Attached is a return label you can use to ship the items back to us.

Once we receive your package, please allow up to [X days] for us to receive and inspect your product.

Once everything is properly verified on our end, we can process the return and issue a credit back to your original payment method.

For more information, please take a look here [Link to Return Policy].

Use this Macro if the customer is not eligible for a return

Your order was delivered on [Delivery Date] and is already past our return window of [X Days], we can no longer process a return.

‍‍For more information, please take a look here [Link to Return Policy].

‍‍Should you have any further questions, please let me know and I am more than happy to assist you.

‍All the best!

{{current_user.firstname}}

[Brand Name]

💡Tip: Another option to make this Macro more concise is to separate the situation types specifically. I.e. Return: Return Policy, Return: Within Return Window, Return: Outside of Return Window, etc. We find this the best approach, as it provides you with cleaner data that you can use to better understand customer situations. 

Macros for refund processes

Just like exchanges, we can either create a single Macro that explains different options for an agent to choose from, or create separate Macros for each situation (like regular refund/order cancellations, damaged refunds [minor/major defect], discount errors, product out of stock, subscription refund, etc.)

Below you will find an example of what an unbranded Macro for this could look like:

Hi {{ticket.customer.firstname}},

It's {{current_user.firstname}} from (Brand Name). Thanks for reaching out! 

I am more than happy to help you out with your refund request. 

If the customer is eligible for a refund

I've refunded your last order {{ticket.customer.integrations.shopify.orders[0].name}} as requested.

If the customer is eligible for a partial refund

We have successfully processed a partial refund on your order {{ticket.customer.integrations.shopify.orders[0].name}} as requested.

Please allow (X-X) business days for the refund to be processed. These funds will be refunded back to the original form of payment used for the purchase. 

Thank you and please let us know if there is anything else that we can help you with. 

If the customer isn't eligible for a refund or store credit

We are very sorry to hear that you were not satisfied with your purchase. We can't process your refund request at this time because (insert the reason why a refund is not applicable).

Please let us know if you have any questions on this.

If the customer wants to follow up on a refund request that has been processed

Upon checking your order {{ticket.customer.integrations.shopify.orders[0].name}}, I can confirm that your refund has been processed on our end. You will see the refund amount on your payment account within 3-5 business days.

If you do not see any updates, I would recommend contacting your bank directly to verify the refund progress. 

We apologize for any delays on this. 

Please let us know if you have any questions.

All the best!

{{current_user.firstname}}

[Brand Name]

💡Tip: If you create a more specific refund Macro, we recommend adding the specific tags and corresponding actions that should be taken while using it. For example:

This action lets you choose whether you want to process a full refund or a partial refund:

Macros for appeasing customers with defective or damaged products

Minor Defects

Hello {{ticket.customer.firstname}},

It's {{current_user.firstname}} from (Brand Name). Thank you for bringing this to our attention. 

I am so sorry for how you received this item!

Since this defect seems it should not affect the integrity of the item, we can provide the following options:

1. Keep the item and we will issue an XX% discount code for the inconvenience and condition that the product showed up in.

2. We will issue a return label for you to be able to send it back and we can then process a replacement or a refund.

Please note that if you decide to keep the item, it will not qualify for further compensation in the future if any additional issues occur.

Thank you,

{{current_user.firstname}}

[Brand Name]

Major Defects

Hello {{ticket.customer.firstname}},

It's {{current_user.firstname}} from (Brand Name). Thank you for bringing this to our attention. 

We're so sorry you received your order damaged. We totally understand how frustrating this feels and we'd love to be able to make it up to you!

Here are a few options for you to choose from:=

1. A replacement (if stock allows).

2. A refund back to your original payment method.

3. A refund in form of store credit (gift card).

Please let us know what option would work best! 

If the customer demands compensation for sending a defective product

Also, please use the discount code XXXX on your next purchase as a gift from us.

Thank you!

{{current_user.firstname}}

[Brand Name]

In the examples above, you may notice that in both situations, we are providing customers with options to choose from. From our experience, when customers can choose the type of service they want, they are more likely to be satisfied with their overall experience. 

Macros for dealing with order cancellations

Order Cancellation: Not Shipped

Hi {{ticket.customer.firstname}},

We would love to assist you!

If the customer did not tell us what they wanted to change

Can you kindly share with us what you would like to change in your order?

Once we have this information, we can go ahead and update your order.

If the customer provided complete details regarding the order change request

We have successfully updated your order. We have sent you a new order confirmation to your email for your reference. 

Please let me know if you have any questions and we look forward to getting your order in your hands!

Order Cancellation: Shipped

Hi {{ticket.customer.firstname}},

It appears that your order was fulfilled last {{ticket.customer.integrations.shopify.orders[0].fulfillments[0].created_at|datetime_format("MMMM d YYYY")}} and unfortunately we can no longer cancel it.

You can simply refuse the package upon delivery, and once your online tracking information updates that your order is on its way back to us, please let us know over email so we can assist and provide you with either a store credit or a refund.

If the customer did not provide the reason for cancellation

Out of curiosity, can you kindly share what made you change your mind about your order? I'd love to share this with our Product Team! From there, we can understand how we can improve things on our end and how we can best help you out.  

Please let me know if you have any questions and I look forward to your reply.

Macros for live chat

Live chat can be an impactful support channel for your ecommerce business, as it can decrease response times, improve your overall customer experience, and drive revenue further. 

Live chat closing message

This Macro is great to use as a sign-off; you can amend it according to your brand voice or the situation at hand.

Hi {{ticket.customer.firstname}}!

I hope I was able to address your concerns.

Please feel free to reach out anytime. All the best! {{current_user.firstname}}

‍If we can be of further assistance, please free to reach us again or send us an email at support@client.com. Thank you and have a great day!

Live chat for an agent coming soon

This Macro is great to use when you have agents online and receive a live chat message, but are busy responding to another customer.‍

Hi {{ticket.customer.firstname}}! We received your message and an agent will be with you soon!

You can pair this Macro with an autoresponder Rule, so customers automatically receive this message in response to the first live chat message they send. Here’s what that Rule looks like:

Get extra help from TalentPop to optimize your helpdesk

The basic setup of Gorgias is easy, but some brands may want extra help to fully customize Tags, Views, Rules, and Macros to provide great service as efficiently as possible. If this sounds like you, TalentPop is here to help. 

As a trusted Gorgias Partner, we have extensive experience with Gorgias’s helpdesk. We understand that every business is different, and we strive to help each of our clients find the best solutions that work for their teams. We’re well equipped to customize the platform to your preferences and unique situation streamline your processes and help your business grow. 

Whether you’re getting started with Gorgias or are ready to level up your helpdesk to meet your needs, our implementation team is here to be your Gorgias guide.

If you’re interested in learning more about how we can help, book a call with our team for a free consultation.

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