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There’s no one-size-fits-all approach to customer service organizational structure, especially as business grows and your customer base evolves. Your customer support team structure includes the structure of your support team and how the support team fits into the larger company’s org chart.

Different-sized teams and companies have different challenges. As you set up your customer service team, you have to give the support team enough autonomy to set and achieve their own goals, but also make sure they’re set up to work cross-functionally with other parts of the business. 

Below, we’ll go over the underlying principles of building your team’s structure, the challenges support teams face, and how to improve customer service with an organizational structure that fuels your people and your business. 

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The organizational difference: How customer service team structure shapes outcomes

Having the right organizational structure can have a huge impact on business outcomes, including revenue and important metrics like response times. Without structure, it’s just agents answering questions repetitively and reactively. 

As many as 27% of customers who place an order reach out to support at some point in the buying journey. And 88% say the experience a brand provides is equally as important as the product or services it sells. 

Structure helps you improve the system so you’re spending more time on high-impact tasks, and specializing your team so they’re really fast and effective at the activities that drive the most impact — and this will ultimately boost the bottom line. After all, improving the customer experience can increase sales revenues by 2%–7% and profitability by 1%–2%. 

One team structure could prioritize supporting customers in different languages and time zones, while other structures could help your agents specialize in wholesale service or certain product lines. None of these is inherently better or worse than the last — but choosing one that supports your unique needs and facilitates customer retention will set your team up for success.

4 underlying principles that guide departmental structure

If this article just said “Do what’s best for you,” then it wouldn’t be helpful. So to find the right customer service team structure for your business, see where these 43 underlying principles point you.

Build your team around your business goals

The most important principle is to build your team around your business structure and goals. If your business goal is to expand internationally, consider structuring your teams to operate out of various time zones and languages. 

If your goal is to boost customer lifetime value with subscriptions, you could structure your team to be true consultants to ensure your customers succeed with your product and stick around.  

Whether your business goals lead you to structure your team by specialty, product segment, geographic location, sales channel, or processes, don’t forget to take these plans into account when it comes to customer service hiring. 

Play to the strengths of team members

When you start as a small business, you can get to know the strengths of your team. In the early stages, everybody has to do everything. Strengths in specific areas begin to emerge. Then, you can specialize as you grow. 

Build for the team you have, balanced with your business model and goals. Consider everyone’s interests, strengths, and goals, as well as what the business needs. 

Is one team member really interested in larger wholesale deals, while the rest of the team prefers direct-to-consumer messaging? Consider creating a role for that wholesale-lover within the larger wholesale team. It’ll be great for specialization and creating day-to-day responsibilities that keep team members around. 

Minimize repetitive, low ROI tasks

When you're building your team, you might start by thinking about all the tasks that need to get done. But if you're starting from scratch, you can probably automate many of those tasks. 

Before you build a team around these tasks, determine how you can build automated processes to avoid dedicating an entire salary that automation can do. Customer service outsourcing can also be a viable possibility. 

Consider incorporating things like autoresponders to common queries or automatically routing queries to the appropriate team or person to create more efficiency. Both of these are excellent for customer satisfaction, and helping your agents focus on customer relationships. 

With Gorgias Rules, for example, you can automatically tag, route, and assign support tickets to the right people. So your specialized teams can automatically get their tickets, for example. And Gorgias Automate, for example, includes automations for tagging, prioritizing, and responding.

Keep teams a reasonable size

It’s important your customer service team is the appropriate size. You don’t want too many agents who don’t have enough work to do—and you also don’t want too few, leading to poor customer support experiences. 

So, how big is too big, and how small is too small? The following guidelines should be taken into consideration as a general rule of thumb:

• 1 manager for 5-10 people
• VP: Manages around 2 directors
• Director: Manage around 2-3 managers
• Manager: Manages around 3 supervisors
• Supervisor: Manages 3-5 agents

Unique organizational challenges faced by teams of different sizes

Building an effective, revenue-driving customer service team isn’t without challenges. But those customer service challenges evolve as the business and team grow in size, so you’ll face unique obstacles through each phase of growth. 

Extra small teams (less than 10 people)

Extra small customer service teams are made up of less than 10 people, each of whom contributes to a little of everything. 

How to implement

To effectively implement and manage an extra small customer service team, it’s important to first hire agents who are willing to do a little bit of everything. During onboarding, ensure you train agents on all aspects of the job and department. Then train them for the future. 

Training for the future involves developing people from day 1 to retain them for a long time. Identify early on who might be a good team leader or trainer once the team grows, and how to best leverage each individual’s skills and strengths to contribute to the overall business. You’ll likely have some folks who are more technically savvy while others might excel at people management. Keep these differences in mind. 

As far as structure goes, you’ll have agents and a lead manager — no supervisors needed here. 

Strengths

Some strengths of extra small service teams include: 

• You’ll have a well-rounded support staff who know a little bit about everything. 
• This mitigates fragmented support journeys for your customers. Customer interactions feel more personal.
• Your customer service representatives become customer experts, living and breathing customer feedback and (hopefully) sharing with the entire team to improve the customer journey.
• You can more easily foster positive team morale and teamwork — everyone is in it together, and they’re probably doing everything right.

Weaknesses

As far as weaknesses go, extra small teams: 

• Lack of hierarchy, which can mean agents don’t necessarily feel responsible or accountable for any one thing.
• Might lack bandwidth, which introduces the debate of whether or not outsourcing is the way to go.
• May face difficulty to be available around the clock. (But customer service automation can help with this!)
• Lack specialists which means complex issues may be difficult to address.
• Have unclear career paths and trajectories for support agents.

Small teams (10-20 people)

Customer service teams with fewer than 20 people to be categorized as “small.” This is when you start to introduce more structural organization, since there are more people.

How to implement

For small service teams, it’s still important to hire agents who are willing to do a little bit of everything, and to train them on this wide variety of tasks and responsibilities. 

As you grow, it’s important to build and develop a small team for the future — when it’s not so small. 

Again, no supervisors are needed. Hierarchy should consist of agents and a lead manager, just like with extra small teams. There might also be an interim manager who is responsible for strategy and business results. This person likely reports to a director or VP of customer care or experience, or something similar.

Strengths

The strengths of small support teams are similar to those of extra-small teams: 

• Well-rounded support staff who know a little bit about everything. They can likely handle a wide range of queries. 
• Fewer fragmented support journeys for your customers leading to more personal interactions.
• Positive team morale as everyone shares everything and works toward a common goal. 

Weaknesses

Unique challenges small teams face include: 

• Finding people who can and are willing to do a little bit of everything.
• Thinking about the future and building for scalability — it’s hard to know what that will look like when you’re still in the early stages.
• Investing in your team — support people tend to grow within the company, so more investment is better.

Mid-sized teams (20-100 people)

Customer service teams with 20-100 people to be categorized as “medium.” 

How to implement

Start by understanding where you’re at by evaluating customer service to see what your needs are, especially as it relates to segmenting your team and queries.

At this point, you need dedicated resourcing as things start to get more segmented. This is where you can create specialized field teams. For example, you may want to introduce technical support agents, or channel-specific agents (who handle phone support, social media support, or live chat support). 

At Gorgias, for example, our billing department used to send support queries to the normal queue. But it’s so specialized, so billing really needed a team of people who just deal with those requests. So we created a field team in our service department that only handles billing queries. That field team is under its own dedicated lead. As another example, Stitch Fix routes warehouse tickets to a warehouse field team — another specialized department. 

You might start creating field teams once you hit mid-sized, perhaps creating departments that specialize in billing, warehousing, refunds, strategy and reporting, or anything else that requires specific knowledge or access. Clear management roles and robust knowledge bases for your team become incredibly important at this stage.

As far as structure goes, mid-sized customer service teams should have agents who report to a supervisor, who reports to a manager, who reports to a director.

Each field team lead should interface with a strategy operational team who tells them what to do, so that lead can then translate and implement with their respective field team.

Strengths

Strengths of mid-sized customer service teams include: 

• Specialization through field teams that know specific departments or functions inside and out.
• Clearer organization and distribution of responsibilities.
• More opportunities for employee development and career path trajectory.

Weaknesses

Some unique challenges mid-sized teams face include: 

• Making sure the team is ready for more structure and process — Gorgias has multiple user roles to reflect your type of structure and give everyone the right permissions.
• Employee retention — In 2021, nearly half of customer care managers faced increased employee attrition, and “retaining and developing the best people” was one of the top three customer service priorities for businesses in 2022
• Integration with other departments so service teams can stay informed of organizational goals and work to support those support metrics and KPIs.
• Fragmented customer support interactions as queries are bounced from team to team.

Larger teams (100-300 people)

Customer service teams with 100-300 people are categorized as “large.” 

How to implement

Larger teams grow in complexity and involve even more field teams and more hierarchy. You’ll likely have one or more dedicated strategy operational teams that guide the actions of field teams. These strategy teams are more focused on the bigger picture, and they’re responsible for communicating their insights and vision to field team leads who can then work on implementation. 

As the organization gets bigger, it gets more complex. More roles need to emerge, and your agents won’t necessarily be doing the same work. This is when efficiency becomes a priority because things can get convoluted. When scaling through smaller stages, you likely weren’t focused on things like cost savings.

As far as structure goes, you’ll see more silos start to emerge here — and you really need a seasoned manager once you hit 100 people. Hierarchy includes agents who report to a lead manager, who reports to a supervisor, who reports to a well-seasoned manager, who reports to a director, who then finally reports to a VP.

Leads should meet with direct reports every week. Directors may report to a VP who manages multiple types of work and directors from other departments. So they may not be as in tune with the rest of the customer service organization as they could be. 

Strengths

There are many advantages to large service teams, including: 

• More opportunities to outsource and automate to create efficiencies and reduce mundane, repetitive tasks that demotivate agents. 
• Increased career development opportunities for your staff, as this is where more high-touch career conversations happen.
• Segmentation based on specialization as you route queries in a more complex way.

Weaknesses

Unique challenges large teams face include: 

• Developing your support team and helping them grow within their roles and with the company.
• Creating strong leaders who can develop other service team members — the most effective ways to retain top customer service talent is through focusing on motivating and building trust with employees (34%), encouraging leaders to act on employee feedback (24%), and offering new career opportunities (11%). According to 54% of customer service professionals, peer relationships are the best way to learn — 50% learn by attending conferences and 39% from formal mentors. 
• Effective communication and synergy with VPs as they stretch themselves over different departments and functions. The chain of command can become too layered, leading to a lack of cohesion across the team.
• Efficiency and cost savings as the department gets more complex and segmented. This is where tools like Gorgias Rules and Gorgias Automate can help. 
• Degrading quality of service — once you feel like you have your systems down, you might have your quality down, and training also often goes down. Outsourcing ineffectively could also degrade the quality of service. 

4 different types of customer service organizational structure

You’ll have different needs depending on how you structure your team. Let’s go over some different ways you can do this. 

Type 1: Product-based

Product-based customer service structures can work well for companies with diverse product lines. For example, a health and wellness brand might have one team dedicated to its supplement product line, one for skincare, and one for haircare. 

This approach helps foster subject matter experts within your service team. Agents specialize in a specific type of product, ideally knowing all the ins and outs and how to answer common queries. This is especially helpful when customers need a lot of education or consultation to find the right product or use it correctly.

On the other hand, there are potential limitations when it comes to cross-selling. If your team is only focused on product lines, you may not be able to encourage customers. Additionally, this can lead to fragmented interactions as customers ask about products from different areas of the business, outside of the team’s expertise. 

Type 2: Location-based

A location-based approach works for dispersed or global companies. Companies that are truly international—they do business in different languages, they have location-specific offerings, etc.—might consider a location-based structure. 

One of the advantages here is that you can cover lots of time zones and languages with minimal confusion or misunderstanding. It also allows for deeper cultural understandings of different customer segments. 

On the flip side, location-based service teams can be very disjointed. They might not interface with one another, either due to time zones or language barriers, and this leads to limited knowledge sharing. Developing each department of your service team similarly can be challenging for managers as well. 

Type 3: Function-based

A function-based structure is when the customer support department is its own team which reports directly to company leadership, rather than dedicated senior-level customer service members. This positions support as its own strategic decision-making part of the business, not just a support for other teams. 

This approach typically works best for companies and teams on the smaller side, since they don’t need too much specialization across locations or product lines. A strong company culture is required for this structure to be effective. 

A function-based structure leads to a unified support team with a strong sense of community — and its support-expert leader — both of which are great for morale, performance, and team retention. 

However, it can also lead to a lack of specialization within the support team and difficulty collaborating cross-functionally with other parts of the business. If all your team is concerned about is resolving customer issues, you’ll never work with other teams to ensure customer success across all areas of the business.

Type 4: Segment-based

A segment-based customer service structure is when teams are dedicated to specific customer segments. This might be sales channels such as B2B vs. B2C vs. wholesale, or customer types like subscribers vs. one-time purchasers. 

The advantage here is that you can deliver service to different types of experiences to align with different customer expectations. The questions a wholesale customer asks are likely to be very different than those from a direct consumer — and good customer service will look different for each group, too. Dividing your service team in such a way helps reps specialize and provide great customer service to every customer.

This model only works for companies that have distinct customer segments with unique needs. 

Structure your team to your exact needs (and use Gorgias to help)

Customer service teams can use Gorgias to custom-build their team every step of the way — after all your support team is on the frontlines and has a huge impact on customer loyalty.

Gorgias has multiple user roles to reflect your structure and give everyone the right permissions, useful both when you’re just starting out and when you’ve scaled to be a large customer service team of hundreds of people. 

Book a demo to learn more about how Gorgias helps your entire team contribute to a CX engine that grows your business.

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Last September, Gorgias hosted CX-All Star: Episode 1, a webinar presented by a superstar panel of customer experience leaders in the DTC industry. From the health and wellness space to the tech sphere, experts Eli Weiss, Amanda Kwasniewicz, Deja Jefferson, and Ren Fuller-Wasserman gathered years of experience and wasted no time sharing their top strategies, tips, and a-ha moments with fellow attendees.

One hour wasn't long enough to reveal all their expert tricks, but it was definitely enough to help fellow CXers rethink their strategy. If you weren't able to attend the event, these were the top four lessons we learned from CX All-Star: Episode 1.

1) Make CX the core of your business if it isn't already

Amanda Kwasniewicz, the VP of Customer Experience at ‎Love Wellness, emphasizes how CX should be the core of any business. "[CX] has a finger on the pulse of everything we do, whether we're just on the receiving end or whether we're executing it."

To emphasize CX's far-reaching impact, Amanda introduced a company-wide policy where every new employee spends six weeks working directly with support tickets and customers. This immersive approach to CX was so successful that non-CX team members, from marketing to finance, were able to help the CX team during a hectic inbox day when Love Wellness migrated platforms.

‎Read more: Why customer service is important, according to a VP of CX

"I think CX is often viewed as a call center, a revenue driver—and we're missing the core part that it's a feedback machine. It's like a feedback treasure trove. So, if you can think about it as all three of those things, that's what it is. It really is about the experience."
—Amanda Kwasniewicz, VP of Customer Experience at Love Wellness

2) The best CX hires are empathetic and eager to learn

"Brands are either notoriously anti-having a big CX team, or they're very straightforward. Either one of those extremes is dangerous," says Eli Weiss, VP of Retention Advocacy at Yotpo. The balance lies in building a team of passionate learners willing to grow.

Our experts agree that product knowledge can be taught through training, but soft skills like empathy, creativity, and passion are intrinsic. Eli notes that asking questions like "Why CX?" helps determine if a candidate will stick around. Amanda notes these team members often become superstar hires for other departments because of the breadth of their knowledge and skills.

Related: Hiring for customer service

“[LinkedIn] is how I've gotten a lot of people early on. I just looked at brands that crush it and said, 'Stay exactly where you are. I just need 2 hours.' Those 2 hours will usually give you what you as a founder can do in six, because somebody that's doing it all day is probably really good at figuring out how to put a move on it.”
—Eli Weiss, VP of Retention Advocacy at Yotpo

3) Acknowledge different learning styles in your onboarding process

"If people can understand and learn the product they're selling and they can educate the customer, I think that's really valuable," says Deja Jefferson, Manager of Customer Insights at skincare brand Topicals. That's why she takes a diverse approach to product knowledge onboarding.

At Topicals, new hires don't only have to pore over lengthy documents to learn about skincare products. They get their hands dirty by speaking to experts in the product team, reading cheat sheets, and talking to customers about personal skin concerns. This multifaceted strategy is inclusive to all types of learners and leads to agents becoming true experts.

Read more: Customer service training: what to cover + how to do it

"People who are passionate about what they're doing and about helping customers [will] figure out the rest."
—Deja Jefferson, Customer Insights Manager at Topicals

4) When necessary, break the script to create mensch moments

Ren Fuller-Wasserman, Head of Customer Experience at bidet brand TUSHY, empowers her team to go above standard protocols to create memorable or, as her team calls it, mensch (Yiddish for a person of integrity) moments. These are exceptional CX moments that can't be found in the onboarding manual, things like sending handwritten notes, personalized texts, and replacing items without question.

However, as with all things, it's also valuable to understand that mistakes happen. Ren likens the trial-and-error nature of customer experience to building a plane as it's being flown — it won't be perfect. She notes that protocols are important guidelines, but it's also worthwhile to allow your team to be mensch and decide, where do I need to follow the protocols here?

"There are incredible opportunities to make moments that matter, but only if your team has the agency to do so."
—Ren Fuller-Wasserman, Head of Customer Experience at TUSHY

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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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TJ’s Top Advice: 

• As a leader, foster openness and creativity by encouraging team members to regularly share their ideas.
• Tell your customers when you update a product. Including them in the conversation can build trust and bring about valuable feedback.
• Treat your customers as your stakeholders. They are the driving force behind your brand and deserve to have their voices heard.
• Leadership entails continuous learning from your team, customers, and the industry at large.

Everybody wants to skip to the answers, but for TJ Balo, there is more joy to be found in the learning. Since 2014, TJ has been the Head of Customer Relations and Marketing at Andrea Iyamah, a fashion line founded in 2011 by Nigerian designer Andrea Dumebi Iyamah. From Toronto, TJ leads a group of customer service reps from around the world, including New York and Nigeria, teaching them the ins and outs of customer service operations, logistics, and lingo.

Encouraging out-of-the-box ideas

Brainstorming is one of the most exciting parts of the job for TJ, who’s always finding ways to improve the customer experience. When his team gets together, there is no wrong answer. TJ encourages his staff to think outside the box. Whether it’s a bold social media marketing play or a never-before-done collection, he wants to hear it all.

“I always want them to bring new concepts and ideas to the table. I think that for success, it's not about the implementation. It's about what you’re thinking,” he says. 

The vulnerability to share out-of-the-box ideas allows his team to create a playground where creativity is the only goal. It’s where every idea has a chance to shine when the time is right, whether it’s in a month or in the next year. All TJ asks is for every person to be fearless and confident: “Let your presence be known. The minute I can identify you, that's when I know that you're doing something right and I'm doing something right.”

Including customers in the conversation

Online businesses, especially fashion brands, are no strangers to the challenge of meeting customer expectations. Sometimes colors don’t appear the same way on a screen as they do in person. Other times, sizes may run a smidge too loose or snug. Regardless of the issue, “it’s about consistent communication first,” TJ says. 

How can you show up for the customer and show them they matter? For TJ’s team, customer satisfaction is their guiding light. They always remember to throw in an incentive for customers, whether it’s a refund, discount, or replacement.  

‎TJ pays the same heed to internal feedback. His team’s opinion takes precedence before a product is released. They answer questions like, “What’s missing?” “Does it translate well to different body types?” People naturally gravitate towards good products, and TJ wants to hit that mark as closely as possible the first time around.

When mishaps occur, broadcasting the solution to their customer base is imperative. “I think that that's one step a lot of fashion and retail brands miss. They take the feedback in, and they come out with a new or better product, but the customer doesn't know because they don't communicate that message to them to say, ‘We took this in from you, we have this new version out, come and try it again,” he says. 

Treating customers as stakeholders

Peruse Andrea Iyamah’s Pinterest and their inspirations draw from a cornucopia of African cultures, stories, and experiences. Traditional details can be found in every piece, from a modern sleeveless dress in the recognizable silhouette of a Kaftan to jumpsuits adorned with sculptural pleats similar to those found on a Gele. The room to innovate is boundless, especially with their Treasures.

Treasures, the term of endearment for their customers, are the backbone of Andrea Iyamah. Without the support and feedback of their Treasures, the brand would not have crossed international borders, dressing icons like Michelle Obama, Gabrielle Union, Ciara, and Kate Hudson.

‎“We treat our customers as our stakeholders. We believe they’re the driving force of the brand and its vision, hence our goal to make them feel valued and appreciated,” TJ emphasizes.

On Instagram, they spotlight their Treasures’ voices with Instagram carousels of rave reviews on Twitter. One Treasure confidently states, “Andrea Iyamah never misses… I swear.”

“You have to take in every single detail. That is where the brand meets the stakeholder. That's where they both come together. I never give credit to just either or. They both come together to create and to curate this amazing masterpiece.” —TJ Balo on handling custom orders

Continuous learning is vital to leadership

For a business that’s been operating for over a decade, you could say Andrea Iyamah has accomplished everything. But for TJ, the learning never stops. “Research and ensuring that you're actually taking in that research is the genesis of staying on the cutting edge.” 

He recognizes that they aren’t the first to do it in their industry, that there are countless other companies making great strides. Nonetheless, he wants to be the best to do it. “As we grow, as a business, as a brand, as a company, even just as a team generally, I want to be a reflection of what I would like from my team. You can never know it all. Continuous learning is also leadership.”

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TL;DR:

• Create personalized onsite campaigns to enhance the shopping experience.
• Activate exit-intent campaigns to reduce cart abandonment.
• Implement upselling strategies to increase average order values.
• Offer product education to boost customer confidence and purchases.

At this point, you’re already well aware that CX is now proving itself to be an invaluable acquisition tool — not just a retention lever.

But to drive the hammer home, we looked into our database to see how CX-focused strategies like onsite campaigns enhance the customer journey and drive substantial increases in sales and conversion rates, specifically with Gorgias Convert.

Using these well-curated campaigns, businesses like Manduka have witnessed a remarkable increase in revenue — approximately $130,000. 

We’ll show you how you can achieve similar results and why it’s a crucial marketing strategy — just as important as paid and email marketing.

Ways to use onsite campaigns for sales without disrupting the shopping experience

Gorgias Convert is an onsite revenue generation tool that helps ecommerce brands boost their conversions by over 6% — and it isn’t your typical intrusive pop-up. This feature seamlessly integrates with your website, recommending products to shoppers in a subtle but still captivating way.

Targeting customer segments based on their browsing behaviors, Convert makes timely and relevant suggestions via chat.

Here are a few ways you can use it:

Create fluid shopping experiences that reduce acquisition costs

Imagine this: someone clicks on your social media ad for acne removal solutions, lands on your site, and isn’t just greeted with a standard product page but accompanied by a personalized message that offers valuable product education.

In fact, Gorgias users see that we typically generate $20 for every $1 spent. So think of onsite campaigns as a way to make your ad dollars work harder with a more personalized experience by:

• Mirroring the language and tone of your ads within your onsite campaigns creates a familiar and comforting environment for your visitors. 
• Populating welcome campaigns that kick in when a shopper lands on your site so that every new customer engagement starts with meaningful dialogue geared toward turning curiosity into sales.

Here’s a fun example from TUSHY, the modern bidet company. 

When customers visit a bidet page, they receive a message from TUSHY’s support team, letting them know about their toilet compatibility page to help them select the right bidet:

Personalize cross-sell and upsell messages on specific product pages

Here’s something many brands get wrong about ecommerce upselling: It’s not about pushing the most expensive items; it’s about showing customers the value of an upgrade that’s complementary to the problems they’re already trying to solve.

As your customers shop, Gorgias Convert suggests complementary items. It’s like when you’re in a store and an associate suggests a tie to match the shirt you’re buying.

Manduka uses these campaigns brilliantly. Targeting shoppers nearing the free shipping threshold, they suggest just the right little extras to tip the scales. 

This makes it quick and easy for customers to top up their orders with relevant products.

The results? 

• Total Campaign revenue: $11,788.91
• Impressions: 37,586
• Mobile Clicks Conversion Rate: 19.65%
• Desktop Clicks Conversion Rate: 12.06%

Jessica Botello, the Customer Service Manager at Manduka, explains why this campaign works so well: 

“People want free shipping. So if they've already got over $75 worth in their cart, they're almost there. Then we pop up and suggest: check out these items. It’s a curated list of the easy little add-ons that you'll need anyway for your yoga practice, but will also take you over the free shipping threshold,” she explains. “What's really helpful is that it pops up, rather than the customer having to go through the menu and look for things.” 

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Winback browsers with exit-intent campaigns

You’ve likely tried exit-intent pop-ups before. You know, those pop-ups that trigger when a customer indicates they’re about to abandon their cart or browsing session. 

As more brands adopt these pop-ups, customers are becoming more accustomed to them. But what’s less obtrusive is a personalized message directly from your team.

There are many ways you can grab your customers' attention with these messages. Maybe it's offering a little nudge with a timely discount, waiving that shipping fee, or answering a last-minute question they had about the product.

Here, let’s look at two examples of how effective these campaigns can be.

Manduka’s exit-intent messages

Manduka uses these exit-intent messages to offer $20 on orders over $100 (a strategic way to not only reduce cart abandonment but also increase AOV and email subscribers simultaneously.) 

By engaging visitors with personalized, timely messages right when they’re about to leave, Gorgias Convert helps transform potential bounces into real conversions.

You can read more about how Manduka set up these campaigns with Gorgias Convert here.

Glamnetic’s approach

Glamnetic has had particular success with an exit intent campaign offering a discount for new customers, new product promotions, and educational campaigns. 

Its most successful campaign offers a sweet 15% discount and boasts an on-ticket conversion rate of 18.39%. 

Here’s how it works:

• Using Gorgias Convert, Glamnetic detects when the mouse hovers near the top of the browser, a telltale sign of an impending exit.
• The same 15% discount available through newsletter or SMS sign-ups is now presented via live chat. It’s straightforward, no strings attached. 
• The campaign targets visitors who’ve been to the site three times or fewer and linger for at least 15 seconds. This specificity ensures the message is relevant and timely.

You can peek at the campaign setup below. It runs 24/7, ready at any moment to engage: 

Strategically highlight new product launches

Countless new products pop up every day; consumers are bombarded with options. The challenge for brands is to launch new products in a visible and desirable way. 

As you’re well aware, that’s tougher than it sounds amidst all the noise consumers already experience daily.

This is where Gorgias Convert stands out and is different from the other pop-up tools.

Unlike your latest TikTok and Instagram ads, these onsite campaigns feel genuine because a friendly support agent makes the recommendation without disrupting the shopping experience.

For example, when Glamnetic unveiled its vibrant Rainbow collection in May 2023, the team deployed targeted, visually appealing onsite campaigns that immediately drew visitors’ eyes to the new products.

Directly on the homepage, visitors were greeted with eye-catching product images from live chat, featuring a seamless and effortless option to add new items to their cart.

Mia, Head of Customer Experience at Glamnetic, shares the strategy behind the success: “The aim was to elevate the visibility of new releases without requiring customers to hunt for them. Our onsite campaigns proactively present our latest products through compelling visuals and straightforward navigation, simplifying the decision-making process for the buyer.”

That’s why Glamnetic prominently placed top-selling items in the product carousel, directly in the live chat box. The products were impossible to ignore, leading to a 49% sales increase for featured items.

Help customers be successful with product education

Product education is a powerful sales and retention tactic. By building trust with customers right away, they’ll feel more confident purchasing your products because they know they will use them successfully. 

Manduka uses onsite campaigns to educate potential customers. Triggered when visitors spend more than 15 seconds on the yoga props page, the campaigns guide customers through their yoga journey and help them choose the perfect props for their practice.

Jessica Botello, Customer Service Manager at Manduka, highlights the campaign's impact: 

“This yoga props blog suggestion campaign is really great because we have several options, and that can feel confusing to someone who doesn’t know which one to get because they are new to yoga and aren't familiar with which props would benefit them. The blog explains in more detail how to use the different props in your yoga practice, and the different benefits of a round bolster vs a rectangular bolster. So it helps people go ahead and choose the right product for them.”

In other words, simply explaining the nuances between choices like a round versus a rectangular bolster helped customers feel more confident about the products they purchased. 

And the proof is in the pudding. Between April–August 2023, this campaign achieved the following:

• Total Campaign revenue: $3,851.73
• Impressions: 6,310
• Clicks Conversion Rate: 11.5%

By proactively addressing potential questions and concerns, Manduka enhances the shopping experience, leading to higher satisfaction and fewer post-purchase issues.

Promote sales with holiday campaigns 

Holidays aren't just for festivities — they're prime opportunities for brands to connect with customers in fun, thematic ways. 

Take TUSHY, for example. To celebrate US Independence Day, TUSHY ran a cheekily-themed on-site campaign called "USofSPRAY," offering a patriotic 25% off all bidets.

Yes, you read that right — cleaning your bum has never been more patriotic!

Why it works: TUSHY’s approach to holiday promotions is smart and spirited. By aligning their campaign with a major holiday, they tapped into the celebratory mood of their customers, making it not just about a discount but about being part of a nationwide celebration. This not only makes the promotion more memorable but also more engaging.

The USofSPRAY campaign not only captured attention but also captured significant sales:

• Influence on store revenue: A staggering 47.9% of the store's revenue during this period was influenced by the campaign.
• Click-through rate (CTR): The campaign achieved a healthy 3.5% CTR, indicating strong interest and engagement.
• Impressions: It racked up 65,000 impressions, spreading the word far and wide about the benefits of a cleaner, fresher bathroom experience.
• Conversion rate: Impressively, 76% of customers who engaged with the campaign went on to make a purchase.

4 tips to create a well-thought-out onsite campaign

Investing time in well-thought-out onsite campaigns can significantly amplify your marketing efforts, driving a notable increase in conversion rates and better capturing paid traffic. 

Here’s how you can design campaigns that catch the eye and convert browsers into buyers.

Segment, segment, segment

The more targeted your campaign, the better your results — plain and simple.

By segmenting your audience based on specific criteria, such as the amount spent with your brand or past products purchased, you can tailor your messages to match the unique interests and buying habits of different customer groups. 

Note: Gorgias is deeply integrated with platforms like Shopify, so it’s easy to leverage shopper data to create highly personalized onsite campaigns that resonate with your audience. 

Identify your triggers to personalize messages

Set up your campaigns to activate based on specific behaviors, such as browsing certain products, adding items to the cart, or showing signs of exit intent. You can also use more niche triggers, like:

• Total value of shopping cart
• Products in cart
• Time spent on a page
• Number of visits
• Total spent in the past
• VIP status

For instance, by setting up a trigger for VIP customers, you can send campaigns to those high-value shoppers, like exclusive discounts or personalized style recommendations based on past purchases.

A/B test your campaigns

One of the most powerful tools in your marketing arsenal is A/B testing. By systematically testing messaging, design, or offer variations, you can uncover what resonates most with your audience and refine your strategies accordingly.

TUSHY provides a prime example of A/B testing done right. They conducted an experiment where:

• Group A: 50% of visitors experienced the full suite of targeted on-site campaigns without any discount codes, focusing instead on providing personalized guidance for choosing the right bidet.
• Group B: The other 50% did not receive any targeted campaigns during their visit.

The results were telling:

• Conversion rate lift: Group A saw a 9.6% higher conversion rate than Group B.
• Sales uplift: Additionally, sales increased by 14% compared to those not exposed to the campaigns.

This test highlights the effectiveness of providing personalized support over just using discounts and how A/B testing your offers and messaging — even for one week — helps you understand what makes your customers tick.

Keep track of your success in a detailed dashboard

Effective campaign management isn't just about launching strategies; it’s also about understanding their impact. 

With Gorgias Convert, every campaign you run is tracked in detail through the Campaigns Statistics dashboard. This gives marketers a granular view of performance across different time frames and campaign specifics.

Some specific features you can expect are

• Revenue tracking: See at a glance the total revenue generated by each campaign. This allows you to evaluate the financial impact of your campaigns and prioritize those that deliver the best return on investment.
• Engagement metrics: Monitor key metrics like impressions and click-through rates to assess how well your campaigns are engaging potential customers. This data is crucial for understanding which elements of your campaigns are capturing attention and which may need tweaking.
• Conversion details: Dive deep into the data to see which campaigns are converting browsers into buyers. A list of converted tickets or interactions can highlight successful tactics and offer insights into customer behavior.

In addition to tracking basic metrics, the dashboard also provides insights into more nuanced aspects of campaign performance, such as engagement trends over time or the effectiveness of specific call-to-action placements.

Check out an overview of the Campaign Statistics page in the image below. 

Start investing in onsite marketing

Onsite campaigns stand as pillars in digital marketing, carrying immense potential to captivate and convert visitors into loyal customers. Through them, you can get directly in front of your customers and showcase products or services – but in their capacity to tailor experiences, foster engagement, and ultimately drive conversions. 

Gorgias Convert's innovative approach makes revenue generation easy through onsite campaigns - you will find that you’re increasing your ecommerce revenue quickly and cost-effectively. By leveraging this tool, you can navigate the digital landscape with confidence whether you’re in CX or Marketing. 

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TL;DR:

• Email is a common customer service channel but can be slow and challenging to manage.
• To maximize email as a support channel, use it as a stepping stone to faster channels.
• Email allows for longer, more detailed responses and is accessible on all devices.
• To effectively use email, use contact forms instead of listing an email address, funnel customers to faster channels when possible, prioritize tickets by topic and urgency, use templates for consistency, enrich emails with customer and order information, and supplement emails with self-service resources.

As of June 2022, 64% of US customers prefer email when contacting brands, so it’s clear why email is a mainstay in customer support programs. Even still, the Internet’s snail mail can sometimes translate to a slow and negative experience. 

So, how do you maximize email as a customer service channel? You use it as a stepping stone to point customers to faster support channels.

Email is simply the medium; the resources are your answer. From including Help Center articles in your emails to replacing a raw mailto link with a user-friendly contact form, we’ll present plenty of ways to transform email into an efficient support channel.

The good and bad of email as a customer service channel

Like all channels, email has its benefits and weaknesses, but you can’t rely on it alone. Here’s what you can expect from email as a customer service channel.

The good 👍

Email is a commonly preferred channel for customers

It would be unwise to skip offering email support when more than half of customers prefer it over social media. Email support provides a vital bridge to connect with customers, especially if you’re a DTC business that can't engage with your shoppers in person.

Email allows for longer, more detailed responses to inquiries 

Email can illustrate solutions for customers with embedded links, images, and attachments — something instant channels like social media DMs and SMS would handle with more difficulty.

For example, look below at Dr. Squatch’s eyecatching promotional email. Their use of multiple high-quality images, call-to-action buttons, social links, and logos proves how email can accommodate the most elaborate messages.

Email is accessible

If you have a digital footprint, email is almost always a requirement. You need it when creating a new account or when contacting people. It’s even accessible on all devices. Email’s prevalence means customers will expect online stores to offer email support at the very least.

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The bad 👎

Email tends to be a slower channel

The average first response time for email is 7 hours and 34 minutes. While most people tolerate how slow email is, it still doesn’t make for the best customer service experience. Urgent customer questions about product defects or bank account issues require rapid responses that other channels are better suited for.

Email inquiries can be challenging to categorize and prioritize

Email allows for more creative liberty than other messaging channels but also has downsides. Since customers are free to format their own subject lines and messages, the responsibility of sorting through your inbox is on your agents. 

The problem here isn’t just about maintaining a clean workspace but ensuring urgent messages like angry customer emails aren’t overlooked due to a messy inbox.

How to use email as part of your customer support program

Support teams often feel their inbox is an obstacle course rife with concerned customers and a flood of recurring questions. Luckily, there’s a solution: use a customer service helpdesk that can consolidate email and other support tickets to keep your inbox and support team at bay.

Here’s how to effectively use email as a support channel with a helpdesk like Gorgias.

Don’t list an email address — use contact forms instead

Why? To maintain organization 🗂️ and increase service quality ✨

Plainly leaving your email address on your contact page can be intimidating for customers. What should they put in the subject line? Will they actually get a reply back? Since this contact method has practically no guidelines, you’ll want to set parameters to make reaching out more approachable.

How? Do away with a raw email link and use a contact form. Contact forms provide structure to emails. Thanks to step-by-step guidance through drop-down menus and required fields, you can sort emails even before they reach you.

💡 Tip: We recommend that merchants don't direct customers to an email address for support. Instead, use a contact form to intake email support. Contact forms are superior because messages get structural data that helps customer service agents categorize and prioritize incoming tickets.

Funnel customers to faster channels when you can

Why? To increase customer satisfaction (CSAT) score 👍

Don’t forget that you can start an interaction via email and move to a different channel. This tactic isn't new — it's known as omnichannel communication. After all, 46% of customers expect a response time of 4 hours or less, and if switching support channels is the key to providing faster service, then go for it.

How? Let’s say a panicked customer wants to reverse duplicate charges on their credit card ASAP. This interaction could take multiple back and forths spanning several business days. Instead, you can reap the benefits of voice support, SMS or WhatsApp by directing them to your phone number.

“Being able to organize and divert tickets internally, having a good FAQ, making sure that you're actually solving the problems instead of putting band-aids on them, all goes into [reducing] resolution time.” —Zoe Kahn, Manager of CX & Retention at Chomps

Prioritize tickets by topic and urgency

Why? To maintain organization 🗂️ and increase customer retention 🤝

A common customer service mistake is treating tickets on a first-come-first-serve basis. This can lead to more unhappy customers because some tickets are less urgent than others. This is where prioritization can be effective.

How? First, categorize incoming tickets with Gorgias Rules and Tags. Do this by determining the conditions for which tickets should be tagged with an “Urgent” tag. For example, emails containing the word “cancel” will be tagged “Urgent.” Now your most high-value tickets will be solved and your loyal customers won’t need to worry.

How to prioritize unsatisfied customers: Set up a Rule to identify and auto-tag customer complaints as Urgent so you can turn their day around with exceptional customer service.

Use templates to create a consistent standard of service

Why? To increase service quality ✨ and enforce brand voice 🗣️

Being an advocate for personalized customer service doesn’t mean automation needs to be off-limits. Automation can and should be your best friend. 

Automating customer service reduces response times and standardizes service quality. Automation can also capture data from customer interactions, letting support teams make data-driven improvements to their operations.

How? Use Macros (pre-written sample emails) to immediately answer questions about common topics, such as shipping information, return policies, and product-specific questions. Macros are a convenient way to compose professional messages, like customer apology emails, while allowing agents to add a personal touch.

📚 Related: The risks & rewards of customer service automation

Enrich emails with customer and order information

Why? To increase customer satisfaction 👍 and service quality ✨

The biggest challenge about sending emails as a business is striking a balance between valuable and bothersome. It’s not only about crafting attractive promotional emails but making even the most mundane “Your order has shipped!” emails pop with purpose.

How? Integrate your ecommerce platform of choice, whether it’s Shopify, BigCommerce, or Magento (Adobe Commerce), with Gorgias. You can view customer information from your chosen platform in the Customer Sidebar and extract the data to automatically populate emails.

Supplement emails with self-service resources

Why? To increase customer satisfaction score 👍 and reduce ticket volume 🔻

In ecommerce, a self-service resource is any resource that answers customer issues without talking to an agent. They include a Help Center (or knowledge base), FAQs, or automated chat widgets. 

How? Create a Help Center with linkable articles that can be inserted into customer support emails. This is especially useful for new customers who may want to ask several frequently asked questions. A Help Center effectively acts as technical support, while freeing up agents to deal with more unique tickets.

A successful customer support program should maximize self-service options to minimize manual effort.

Metrics to track your email performance

How well are you serving your customers through email? The answer lies in measuring how quickly you accomplish support tasks like opening and closing a ticket. But it's not only about speed. Tracking metrics is invaluable for troubleshooting gaps in your customer service operations.

Here are three metrics that can shed a light on how well your customer support team is using email.

Average first response time

Average first response time is the average time it takes for your customer service team to send the first response to a customer after receiving a request. 

🕒 Industry average: 18 hours (Timetoreply)

🟢 Time to aim for: Under 4 hours

🔻 What slows it down: Inadequate staffing, lack of automation, and poor prioritization

➕ How to improve it: Use automation like Rules, Tags, Macros, and more self-service options

Average resolution time

Average resolution time refers to the average amount of time it takes to resolve or address a specific issue or request, typically measured in hours or days.

🕒 Industry average: 18.1 hours (Gorgias) 

🟢 Time to aim for: Same day

🔻 What slows it down: Inefficient process, disorganized inbox, and complex issues

➕ How to improve it: Reroute tickets to faster channels like voice, and build self-service options like a Help Center

First contact resolution rate

First contact resolution rate or FCR rate measures the rate of resolving a customer inquiry within the first interaction. An excellent FCR rate indicates that your support team is well-trained to be able to solve issues efficiently.

🕒 Industry standard: 70% (Fullview)

🟢 Rate to aim for: 78% (Qualtrics)

🔻 What slows it down: Complex issues and lack of customer service skills training

➕ How to improve it: Add more self-service options, ensure agents are given complete information on product/service knowledge and resolution techniques

[Callout] How to calculate FCR: Total number of requests resolved with one interaction in a single time period / the total number of requests in the same time period

Once you’ve got the hang of the basics, you can refine your operation by tracking 25 more customer support metrics.

Manage email — and all your other channels — with Gorgias

Email is stronger when combined with other channels — no one knows this better than multitasking expert Gorgias. 

As a powerful helpdesk tool, Gorgias offers omnichannel support and powerful automation features like Macros and Rules that make managing email effortless. You can even supercharge Gorgias with integrations to ecommerce apps like Shopify, Yotpo, and Shipbob to keep you focused on delivering support without distractions. 

Ready to bring in a crowd of happy customers? Book a demo now.

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Customer service agents are front and center when they provide customers with outstanding support. But once you pull back the curtains, you’ll find the support operations team behind the scenes supporting conversations, tools, and more.

Like backstage managers, a customer support operations team identifies opportunities for your support team to be more efficient while keeping both your company and customers happy.

I’m Bri Christiano, the Director of Customer Support at Gorgias, and I know first-hand how hectic it can be to perfect your customer service processes. We'll go through how a support operation team functions, the benefits, how to build the team including key roles. 

What does customer support operations do? 

Customer support operations oversees the technical, operational, and organizational parts of customer support. As a distinct team, they support the customer service team, including the representatives and managers.

You may think, but isn’t that what customer service managers are for?

Not quite. 

Customer support managers are on the frontline with agents and ensure the operations run smoothly. A support ops team member enables the frontline team to do their best work.

What is a support operations team?

A support operations team constructs the blueprint that makes your company’s customer service processes run more efficiently while hitting your business targets. Some common roles on a support ops team include managers, analysts, developers or product managers, trainers, and specialists.

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A guide to support operations teams

Investing in a support operations team is a step toward improving the customer experience, which can lead to a 2-7% increase in sales revenue. 

Below we'll explore the advantages of establishing a support ops team, show you the tell-tale signs of when it's time to invest, and provide an overview of each role and function.

Benefits of having a support ops team

When you enlist the help of a strategic support ops team, you gain:

1. Predictable, stable operations. A support ops team standardizes your customer service processes, which can help managers and agents stay on the same page and deliver consistent, high-quality service.
2. A better future for the customer service team. CS leads may only forecast a few months or a year ahead. A support ops team can strategize years in advance and plan for more scenarios with their reporting expertise.
3. A louder voice of support across the org. A support ops team aligns customer service with the company’s targets and has the power to bring relevant issues to other teams. This allows the often-isolated customer service team to be better represented across the company.
4. A stronger, alternate perspective to customer service. The support ops team provides a big-picture view that a customer service team doesn’t have the time to look into. You can arrive at a more complete view with the help of support ops.

Every support ops role & responsibility, ranked by budget

A full-fledged support ops team includes a manager, developer, analyst, trainer, and specialist. However, not all organizations have the budget for every support ops role. In that case, you’ll want to find candidates who can take on the responsibilities of multiple roles.

Below, we’ve ranked each support ops role based on your company’s hiring budget. 

1. Support ops specialist

Hiring budget: Low

Customer operations specialists provide support to customer service teams by managing technical aspects, including assisting with setup, analyzing metrics, and reporting, while also lending a hand to enhance customer experience.

Responsibilities:

• Identify when to help customers and note signs of potential issues or opportunities for more sales
• Understand how the product works and know who to ask for help with specific product issues
• Collect important data and make reports about how satisfied customers are, what products they like, and takes note of what competitors are doing

2. Support trainer

Hiring budget: Low 

A customer support operations trainer is responsible for educating and preparing customer service representatives to effectively handle inquiries, issues, and interactions with customers.

Responsibilities:

• Create and update training materials that the customer support team uses
• Deliver onboarding and ongoing training sessions and workshops to keep team members up-to-date with industry best practices
• Assess the effectiveness of training programs through feedback collection, performance metrics analysis, and evaluations

3. Support operations analyst

Hiring budget: Medium 

A customer support operations analyst analyzes data and metrics related to customer interactions and customer service processes to identify trends and improve the overall quality of customer support.

Responsibilities:

• Create a complex staffing model with multiple inputs and considerations
• Create reports based on KPIs and present findings to the customer support team
• Assess support workflows and processes to identify inefficiencies and bottlenecks, and makes recommendations for optimization
• Evaluate and implement tools and automation solutions to streamline tasks

4. Developer or Product Manager

Hiring budget: High 

A customer support operations developer (also known as a product manager) creates and maintains the systems, tools, and processes used to enhance and streamline customer support operations.

Responsibilities:

• Create and maintains tools and applications that enhance the efficiency and functionality of support operations, including self-service tools and chatbots
• Automate repetitive tasks and processes within support operations to reduce the manual work done by agents
• Assist and troubleshoot technical issues for support agents to ensure they can effectively use the necessary tools

5. Support operations manager

Hiring budget: High 

A support ops manager oversees and coordinates the operational aspects of customer support teams.

Responsibilities:

• Oversee the support ops team and recruit, train, and mentors team members
• Analyze data and key performance metrics to identify areas for improvement and make data-driven decisions for customer service
• Develop strategies to align support operations with overall business objectives, including budget management and resource allocation
• Planning for each upcoming quarter and setting key performance metrics
• Working with customer service managers and aligning on goals with them 

When to build a support ops team

There are a few signs that indicate you’re ready to expand and join forces with a support ops team.

1. New roles and duties are popping up

As your business grows, new roles start to emerge to accommodate your team’s size and customer base. This may look like managers and agents finding themselves taking on more operational tasks like leading training sessions, tool workshops, or focusing on data to increase profits.

If these duties are taking away time for you to do your regular customer service responsibilities (like resolving customer issues or supervising your agents), it’s time to invest in support ops.

2. Your support leads are spread across multiple time zones

If support leads are located in various time zones, it’s harder for your team to get on the same page. For instance, one team lead may prioritize using brand voice more than another lead does. This results in inconsistent and confusing brand messaging.

To align your team leads, you’ll need one source of information to standardize your processes — and that can be fulfilled by a support ops manager.

3. Your current workflow can’t keep up with complex tickets

If your workflow fails to cover all your customer inquiries, it may be time to redesign your processes. Unfortunately, building an efficient workflow from scratch takes time that managers typically don’t have. Support ops is exactly the team you need to ideate, test, and deploy these workflows.

Processes, policies, and automation: a framework for optimizing customer support operations

Focus on building a sound hiring process

Rushing to fill positions will only harm your brand and customers in the long run. When hiring for customer service, use a proactive hiring process. This means taking the time to take stock of your needs and resources, and being selective about your candidates.

Here are three ways to be intentional with the hiring process:

1. Determine which specialized support roles are needed. Are new operational duties being delegated to managers or agents? Maybe you need an analyst to make better use of your data or a training specialist for your growing team.
2. Assess the inefficiencies in your current support operations. Certain support ops roles can fill in the gaps that your support team doesn’t have the time for. For example, a support ops developer can improve your tools, while a support ops manager can take care of hitting your business targets.
3. Consider your budget. Your budget will determine the size of your support ops team. Be realistic and adjust your expectations according to your needs. This can mean hiring for one support ops team member or outsourcing.

🧠 Learn more: Why proactive customer service is essential for growing your business

Implement a customer service policy as soon as possible

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.

These documents are essentially guides for how the customer service team should work. Agents can use them when they onboard or need a refresher. They can even be adapted into customer-facing policies.

📚 Related reading: How to build an FAQ page + 7 examples

Set realistic SLAs

A service level agreement (SLA) is a contract that outlines the minimum acceptable service between one party and another. In your case, the ops team and the support team. An SLA typically covers topics like SLA best practices, including service availability and average response times.

Here’s how to create one:

1. Define objectives and metrics: Clearly define the objectives and expectations of the support ops team and the customer support team. Identify specific key performance indicators that both teams can stick to.
2. Agree on responsibilities: Specify who’s responsible for what tasks on both teams, including training, reporting, and development to avoid miscommunication.
3. Set performance targets: Establish targets and deadlines for meeting performance metrics. These targets should be realistic and aligned with the organization's goals and customer expectations. 
4. Compose, review, and publish the document: Share your document with all members of the support ops and customer service team. You may even conduct a meeting to align on your new agreement. 
5. Continuously improve: Schedule regular SLA review meetings between the support ops and customer support teams to assess performance, identify areas for improvement, and create new initiatives.

Create a solid training plan for the customer service team

Elevating the quality of training for the support team significantly increases customer satisfaction. Improvement is key: 40% of customers claim that they stop doing business with companies who have poor customer service.

Some ideas for useful training activities:

• Improve customer interactions by reviewing tickets as a team
• Deepen product knowledge with Loom videos
• Drill down empathy by mapping the customer journey together
• Refine soft skills with workshops dedicated to active listening, empathy, and effective communication
• Practice responding to public social media reviews and comments

When you put these strategies together, you empower your ops team with the expertise and resources needed to excel in their roles, allowing them to pass the knowledge on to your customer service reps.

Write templates that your agents can use in various circumstances

Agents shouldn’t have to spend their time crafting templates — that’s a job for the support ops team. With templates, agents can speed up resolution times and increase customer satisfaction scores (CSAT). 

Here are the key templates to prep for customer service agents:

• Where is my order? (WISMO) response 
• Order shipment update
• Returned/refunded order
• Abandoned cart recovery
• Complaint acknowledgment
• Follow-up emails for prior tickets
• Feedback/survey requests

On Gorgias, you can quickly create a library of templates with Macros. Whenever you need to send a canned response, just click the template or Macro you need and you’re done — no need to type anything out.

🧠 Learn more: 25+ customer service scripts inspired by top ecommerce brands

Use tagging to organize and prioritize tickets

An unorganized inbox can ruin customer experience and risk your highest-value customers. By implementing a system that strategically tags and prioritizes tickets, the customer support team can focus on delivering exceptional customer experiences.

To create a library of useful tags, ask yourself these questions:

• What are the most common inquiries? 
• Which channels receive the most urgent inquiries?
• Which types of tickets require escalation?
• Can you identify high-value customers from the inquiry?

Based on these questions, you can start creating Tags based on the most relevant customer query topics, ticket urgency, high-value vs. low-value tickets, and response urgency. 

Harness automation to streamline workflows

Automating parts of the customer service workflow can be a game-changer. Work with the customer service team to identify the repetitive tasks in their day that they can go without and offload to automation. 

On Gorgias, you can create Rules to…

• Auto-tag tickets. Automatically apply tags to tickets to categorize them based on keywords, issue types, or other criteria for easier tracking.
• Send automated responses. Send pre-written responses (called Macros) to customers based on specific triggers or ticket attributes.
• Assign tickets to specific agents. You can assign incoming tickets to specific support agents or teams based on criteria like keywords or urgency.
• Auto-close resolved tickets. Automatically close tickets when certain criteria are met, such as a customer confirming issue resolution.

Check out our customer service automation guide for more tips on which automations can speed up your support.

How Princess Polly built a seamless customer service operations system

Princess Polly, the leading Australian fashion DTC brand, is an expert when it comes to establishing streamlined customer service operations.

With their priorities set on comprehensive metrics and a constant feedback loop, they entrusted Gorgias to do the heavy lifting. Immediately after using Gorgias, Princess Polly managed to increase their efficiency by 40%, decrease resolution time by 80%, and decrease first response time by 95%.

📚 Read more: Princess Polly improves their CX team efficiency by benefiting from Gorgias-Shopify integration

Optimize your support ops team’s efficiency with Gorgias

Whether you're starting your support ops team from scratch or expanding it, Gorgias can be there to build it with you. With powerful features like Macros for automating routine tasks and detailed support performance and revenue statistics at your fingertips, Gorgias empowers your support ops team to work smarter, not harder. Unlock a new level of productivity by booking a Gorgias demo today.

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I firmly believe everyone should experience working in customer support because, let’s face it, working in support isn't always recognized for the challenging job it is. 

The importance of customer service for brand success has been proven time and again. Yet, customer support continues to get regarded as a necessary cost the business has to bite. It's often under-resourced and under-performs as a result, reinforcing the perception that support brings little value.

I’m on a mission to change that. 

I'm Amanda Kwasniewicz, VP of Customer Experience at Love Wellness, and my journey has taught me that we customer support professionals have to be loud and proud about the importance of our work, since we're repairing a pretty damaged reputation.

In this article, I will share practical tips and firsthand experiences to help you showcase the significant impact of customer support on your bottom line, and make the case for more budget and respect in the organization.

Why is customer service important

A great customer experience is crucial to any business. And at the heart of that experience is good customer service.

Right now, every small business owner is experiencing the frustrations of rising customer acquisition costs. The solution? Leverage the relationships with customers you already have by focusing on repeat purchases and customer lifetime value (LTV). This strategy is much more profitable: Keeping customers costs much less than attracting new ones, and returning customers generate 300% more revenue than first-time shoppers (according to Gorgias data).

Your customer service agents are your brand’s frontline representation. Whether you’re a small business or a large enterprise, great reps have the capacity to enable sales and keep customers coming back. And undertrained or ill-equipped reps have the capacity to drive new customers away and dissolve relationships with current customers. 

Simply put, customer service is important because it has a huge impact on your revenue. Let’s break that truth down into some specifics.

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7 ways customer service impacts your bottom line

From generating more referrals to increasing your average order value, there are several benefits to offering a great customer service experience. 

1. Excellent service increases conversion rates

The truth is, new customers are often hesitant to trust a company that they’ve never done business with before. 

Studies have found that 18% will abandon their cart if they don’t trust the website with their credit card information. And, even if a customer trusts your business enough to make a purchase, still roughly 70% of all online shopping carts are left abandoned. 

Why? Some of the top reasons are

• A complicated checkout process
• Questions about product pricing
• Problems with payment 

These are all customer problems that live chat support agents can address proactively, which will increase trust and decrease abandoned carts. Adding live chat to your website can boost conversions by 12%.

Tip: Provide pre-sales support

Picture a shopping experience where uncertainty is met with immediate guidance, and questions are answered before they even arise—this is the essence of Love Wellness' commitment to elevating pre-sales support.

On our product description pages, we prominently feature 

• Links to our general FAQ page
• A striking red button on the bottom right corner for customers to reach out and connect with our support team via email. 
• A FAQ block on the product page with answers related to the product being viewed.

In addition to what we do at Love Wellness, you can enable chat campaigns to proactively guide customers through the checkout process or answer common questions that are blockers to purchasing.  

Chat campaigns can trigger when certain conditions are met (like visiting/dwelling on a certain page or being a repeat shopper). You can hit these targeted shoppers with a message, like offering personalized product recommendations or providing a unique discount code. Now that’s an experience worth telling your friends about.

Remember: Customer service involves more than just resolving customer issues post-purchase. Support reps also act as sales agents, answering pre-sales inquiries and offering discounts to encourage orders.

Already using Gorgias? Learn how our platform integrated with referral platforms like Smile.io and LoyaltyLion to combine the forces of your word-of-mouth marketing and customer experience.

2. Personalized customer service drives repeat business

According to a report from Salesforce, 97% of marketers report an improvement in business results due to personalization. Customer service is no exception: including customers' names, avoiding asking for the same information multiple times, and providing customer-specific recommendations all help build customer loyalty.

Your customer support platform should make personalization easy by showing a customer’s order and conversation history with your brand, so reps have the full context when speaking to customers:

And, with a helpdesk like Gorgias, you can build templated Macros, which automatically pull customer data into your messages (names, order numbers, shipping addresses, etc). 

Tip: Offer premium support at key stages of the buyer’s journey 

One way we offer personalized customer support at Love Wellness is our “Shop with a wellness specialist” program. Shoppers can take a short quiz, get matched with an expert, and text that specialist directly to build a personalized wellness routine.

3. Customer service data holds key information

Customer service can be a goldmine of key data that benefits the entire team, serving as a wellspring of insights that drive informed decisions and overall business success. 

How? Customer service acts as a direct line to your customers' thoughts and experiences. By consistently collecting and analyzing feedback, you gain an understanding of pain points, preferences, and trends that can influence product development, marketing strategies, and overall business direction.

Tip: Collect customer feedback often

One word: convenience.

Your customers should be able to share feedback without leaping through hoops. 

And, when you've got a vault of feedback, don't let it gather digital dust. Your team has so much data they can review between channels like email, SMS, chat, and social media—both compliments and complaints. You need to be willing to listen to every customer’s needs. 

We have a channel in Slack dedicated to customer feedback. Dropping in feedback is part of the team’s daily and weekly responsibilities, which helps them get really familiar with all of the content. It also allows our team to dissect them and collaborate on how we can improve. You could also schedule recurring feedback share sessions with the Product or Website teams, or even invite them directly into Gorgias (at no extra cost) and create a dedicated view for product feedback, website feedback, and so on.

4. A great customer service experience drives referrals

Happy customers are much more likely to recommend your brand to others than customers who have a poor customer service experience. 

94% of U.S. shoppers will recommend companies with service they rate as “very good.”

Along with increasing the likelihood of organic referrals, a great customer service experience can earn your more positive reviews.

Considering 95% of customers report reading online reviews before making a purchasing decision, showcasing just how important these reviews can be when it comes to attracting new business. We have a whole page dedicated to this on the Love Wellness website.

There’s also a filter option on every product page review widget so that shoppers can see the most common things people are saying about a product and filter down accordingly. 

Tip: Train everyone on how to have a customer-first mindset

Customer service is one of the main ways we build trust with customers, which is especially important in the personal care and women's health niche. Our aim is to provide a safe space for questions that customers might not even be comfortable asking a doctor.

At Love Wellness, we believe that every single team member plays a vital role in creating a haven of care and understanding. That’s why we created an immersive customer experience training program that involves each and every one of us, including the president of the company and even our office manager!

This program is about truly understanding Love Wellness' purpose, from top to bottom. Whether I'm involved in customer service management, product sourcing, managing our online presence, or crafting compelling copy, I've come to realize that a customer-first mindset is the key. 

Bonus reading: See Gorgias’ tips on customer service training to help improve the quality of support.

Tip: Create self-service resources

Your customer support team can create self-service resources like an FAQ page or Help Center to educate customers about your return policies, shipping practices, and the quality of your materials or ingredients. And by proactively during the pre-purchase process, you can provide first-time customers with the answers they need to make a purchase.

Here’s what ours looks like at Love Wellness, which answers key pre-sales questions about each product, plus frequently-asked questions about payment, shipping, and more.

5. Satisfied customers have higher average order values

By addressing any questions or concerns that may be preventing a customer from making a purchase, proactive customer support can boost your AOV by encouraging customers to purchase additional products they might not have bought otherwise.

The proof is in the pudding: businesses that offer proactive live chat customer support generate a 10%-15% higher AOV than those that do not. 

At Love Wellness we have a proactive outreach program for delivery issues, with the goal of reaching out to the customer to triage before they reach out to us. Since starting this, of our ~250 tickets, 105 have received a CSAT and the score is a solid 5 across the board!

According to Gorgias data, repeat customers make up only 21% of the average brand’s customer base but generate 44% of that brand’s revenue thanks to these higher cart values:

Tip: Find opportunities to sell more

Another effective way that customer support boosts AOV is by providing your sales team with upsell and cross-sell opportunities.

For example, at Love Wellness we make sure to explain to customers how they should use the product on the description page. In this section, we also call out additional products that pair well with what they’re looking at.

6. Good customer service increases customer loyalty

One well-known rule of business is that attracting new customers is always more expensive than marketing to your existing customer base. 

And fun fact: A staggering 95% of U.S. consumers use customer service quality as a factor when determining whether or not to do business with a company. 

My point? By prioritizing customer relationships and positive customer experiences, you can ensure that the customers you attract remain loyal to your brand and offer as much value as possible over the full course of their relationship with your business.

Tip: Fulfill your promises to customers

Promises made, promises kept. Make sure you have the means to follow through on your claims—and the backup available when mistakes happen

My two-fold advice:

• Build trust: If you're advertising 2-day shipping, get the necessary resources and operational capacity to consistently meet this commitment. 
• Tip: during a high volume period, especially over holidays, if there's even a chance that your shipping commitment isn't going to be met 100%, temporarily remove that option to keep expectations realistic.
• Manage customer expectations: Claims like "better taste" are subjective. Highlight provable benefits, such as health advantages, to set realistic expectations.

When customers consistently receive what they expect, they are more likely to become repeat buyers and advocates for your brand.

7. Great customer service reduces marketing spend

Between social media, content, advertising, and SEO, marketing can get very expensive very quickly. For small businesses, these expenses cost thousands of dollars every month. 

I’ve already mentioned how exceptional customer service improves customer retention rate. By investing in your support team, your brand can generate positive word-of-mouth, reviews, and repeat customer service. 

This means you’ll draw more value from your existing customers rather than spending money trying to attract new ones, which is a much more cost-effective and sustainable path to growth.

Tip: Use tools that are well-integrated

In the past, we had a custom tech stack that operated in isolation, causing manual errors and a great deal of confusion. We were practically solving puzzles blindfolded when something went wrong.

After finally having enough, we dismantled our old tech stack and reconstructed it with components that had native integrations already in place. We've learned the hard way that a well-integrated tech stack is the backbone of efficient customer service.

There's no more frustrating tab-switching or tedious copy/pasting to handle tasks like creating discount codes, editing orders, and processing refunds — trust me, it’s saving us from a lot of hair-pulling moments.

One tool that has been a game-changer for us is Gorgias, thanks to its integrations with Shopify (ecommerce), Okendo (reviews), Yotpo (loyalty rewards and referrals), and Recharge (subscriptions). These integrations have streamlined our customer support process by helping agents make changes to those other tools (like refunding an order or updating subscription status) without changing tabs. It also helps our agents offer more personalized support (with less back-and-forth) by giving them the full customer context, right in the ticket view.

Tip: Take an omnichannel approach to customer support

Every customer has a different communication preference. Omnichannel support makes it easy for them to reach you on various channels like text (SMS support), live chat support on your website, and social media support).

Offering omnichannel communication is important and can be effective, but only if it's tailored to the consideration of your customers and business needs.

For example, the bulk of our inbox is subscription management, so tackling those tickets via SMS is not effective for us. The messages are too long, and often include details customers need to hang onto to reference back to, so email is by far the better channel. 

Want more tips? Read our list of customer service best practices.

What happens when customer service isn’t prioritized

We've all been there — waiting endlessly on hold, being bounced around different departments, and feeling the frustration mount. It's not a feeling we relish. 

Take contacting your bank, for instance. The last thing that crosses your mind after that ordeal is calling them again anytime soon. Instead, it's more like, "Phew, glad that's over. Hope I won't have to do that again."

Now, transpose that to an ecommerce scenario. A lousy customer service experience can easily push a shopper to the point of churn, or even talk bad about your brand online or to their friends.

Above, we discussed the impact of great customer service on your bottom line. But the real thing to be aware of is just how damaging bad customer service is — enough to tank a great product, brand, and company. 

The costs of subpar service are staggering, ranging from $75 billion to a jaw-dropping $1.6 trillion annually. Plus, according to Retail Dive, a whopping 73% of customers won’t return to your brand after just a couple of poor customer service expenses. 

There’s a compounding snowball effect beyond losing customers as well: your customer service team gets burnt out and quits, you hire quickly (and not carefully) to replace those reps, and you’re left with an untrained and understaffed team. 

As a result, your company has poor customer service, so execs never get to see the impact that good experiences could have on your bottom line, leading to even fewer resources for customer success. The cycle continues from there.

Thankfully, good customer service can have the opposite effect.

Example: Excellent customer service helped Best Buy overcome bankruptcy

CB Insights shared a story about how, in 2012, Best Buy grappled with a $1.7 billion loss due to rising ecommerce and Amazon's Price Check app. The company turned this around by putting customer service at the forefront by 

• Empowering sales staff with thorough training that focused on being friendly and knowledgeable
• Introducing a bold price-matching guarantee to keep shoppers engaged
• Reviving the employee discount program
• Offering personalized in-home consultation with a technology advisor

This customer-centric approach revitalized the brand. If they hadn’t made these improvements, Best Buy might not be here today.

Transform customer support into your new growth engine with Gorgias

Looking back, I've realized that nailing customer support is all about staying ahead of the game and making smart moves — fast.

Remember, your customer support situation can impact your revenue in ways you might not imagine, and profitability is essential these days. The goal is to ensure your customer support strategy cultivates loyalty rather than driving customers away. That's where Gorgias comes in.

Designed exclusively for ecommerce, Gorgias equips online stores with powerful tools to enhance customer interactions, ultimately driving revenue growth, including:

• A centralized view of support interactions from all your channels
• Live chat support widgets (including proactive chat campaigns)
• Customer self-service tools like Help Centers and self-service order tracking and management
• Deep integrations with Shopify and other ecommerce platforms to quickly cancel, refund, and modify orders
• Rules and Macros for automating tedious customer support tasks
• Detailed and flexible reporting and analytics features

I encourage you to book a short time with the team to learn all about it. Gorgias has been a game-changer for Love Wellness and I’m confident it can be for your brand too.

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