Digital Telephony in E-commerce: How to Improve Communication in an Online Store Using Modern EasyCall Telephony?
Constantly improving customer communication in the e-commerce sector is becoming a crucial success factor, equated with offering the best prices or hassle-free delivery of ordered products. Perfect customer service often speaks louder than low purchase prices. Improving telephone communication with customers positively impacts both the sales value of the online store and customer satisfaction with service, which significantly influences repeat purchases.
Poor customer service is a primary issue highlighted by online store customers. Since the main channel for customer service remains the telephone—via helplines or contact centers—long wait times or, in extreme cases, the inability to reach a representative negatively affect customer satisfaction and subsequently the store’s reputation.
The primary goal of telephone customer service in an online store should be to maximize the number of answered calls while minimizing the number of missed calls, which are rejected by customers due to long wait times. A modern telephony system in an e-store should offer the ability to manage critical elements of the service process, such as routing calls to the appropriate consultants or monitoring queue wait times.
To meet the e-commerce industry’s expectations, EasyCall offers an IVR system with a virtual PBX and IVR statistics.
The EasyCall virtual PBX, managed via a “drag and drop” graphical interface, offers advanced call routing to multiple consultants, queuing, and setting up IVR voice announcements. Clear IVR statistics allow for determining the number of missed calls and the number of calls answered by each consultant. It is possible to continuously improve service quality by analyzing indicators such as wait times, the number of missed calls, and call duration. The IVR system provided by EasyCall offers extensive knowledge and many crucial pieces of information necessary for managing the communication process in an e-store, thereby increasing its efficiency.
Advanced Virtual PBX Functions Useful in E-commerce
It is important to emphasize that having a landline contact number or a nationwide helpline number (80x) is a significant element in building customer trust in an e-store. Stores operating in multiple countries should have local numbers, and EasyCall provides international numbering for its customers.
Advanced PBX functions offered on a single main number or a nationwide helpline include call conditioning and automating the customer service process. From the IVR level, customers can check order status or delivery progress automatically, without consulting a representative.
Other important e-commerce functionalities include call recording, virtual fax, and the use of speech synthesis in voice announcements.
How to Build an E-store Contact Center Based on the EasyCall Virtual PBX with an IVR System
Companies with hardware telephone exchanges often struggle with scalability issues and the flexibility and adaptability of the PBX functionalities to business development requirements, as discussed in the previous blog post.
EasyCall’s cloud-based digital telephony allows remote access to the service and intuitive call routing configuration in the company using the “drag and drop” method. The cloud model eliminates hardware purchase and maintenance costs and ensures seamless scalability.
The virtual PBX with IVR from EasyCall provides all the functional features of an ideal contact center solution for e-commerce. Other solutions offered by EasyCall for e-commerce include the smart callback system for free call-backs from the website using the easyKONTAKT widget and a platform for mass voice campaigns (VMS), enabling e-commerce managers to conduct automatic satisfaction surveys with VMS integrated IVR.
An e-commerce manager focused on customer satisfaction and communication efficiency should appreciate that the virtual PBX with IVR is equipped with statistics to measure essential service parameters such as average queue wait time, average call duration, and the number of missed calls. These parameters should be analyzed to enhance the efficiency and effectiveness of telephone customer service, ultimately building customer relationships and ensuring satisfaction with their online store purchase.
EasyCall is one of the fastest-growing companies in Central Europe, according to the Deloitte Technology Fast 50 ranking.