Introducing Counterintuitive Commerce
To unlock more online growth & conversions, modern eCommerce and CX leaders must provide their customers with premium support experiences.
Why? Because care’s impact is no longer isolated to metrics like deflection or CSAT. Today, care IS commerce and, through natural automation, provides online retailers with unexpected opportunities to drive more revenue.
Counterintuitive commerce is the practice of driving incremental revenue through initiatives and tactics traditionally associated with customer care and experience rather than sales and commerce.
Here are 3 examples of how Counterintuitive Commerce can provide customers with enhanced care experiences while simultaneously boosting a company’s bottom line.
1. Reroute Off-Hour Care Inquiries to Self-Service Messaging To Drive Conversions
The lack of instantaneous support during off-hours presents a massive opportunity for improving retailers’ online shopping experiences while increasing conversion rates.
Snaps customer data has revealed that over 47% of online purchases are made during off-hours, which means that a significant volume of online shoppers is left hanging for hours (or days) without receiving answers to their purchase-related inquiries.
To make life easier for online shoppers and increase purchases during off-hours, online retailers can reroute inbound customer support from traditional channels, like email, to self-service messaging that provides immediate support at any time of day.
When shoppers click to initiate email-based customer support, online retailers can trigger an AI-powered assistant to take notice and immediately start a chat engagement.
Through a simple, conversational message like “Hey, I noticed you have a question. While it may take our team a few hours to get back to you, I can provide an immediate answer to your question,” brands can easily transition shoppers to a self-service automated chat, provide quick 24/7 answers to their questions, and increase conversion rates and revenue during off-hours.
2. Transform Order-Status Notifications Into a New Marketing Channel
Automated shipping and order-status notifications present online retailers with one of the most valuable tools for improving customer experience while establishing a new channel for driving revenue.
According to Snaps proprietary customer data, over 60% of customers’ inbound support inquiries are related to order-status questions. By automating order notifications, online retailers can systematically resolve shoppers’ most common need for support and free up agents to help sell more and reduce the total number of inbound tickets.
Additionally, by enabling customers to subscribe to post-purchase updates, eCommerce brands establish a valuable channel to upsell. Through natural automation, digital assistants can recommend additional products to customers based on their purchase history or preferences and encourage additional purchases.
Snaps’ customer data has revealed that post-purchase notifications like these have yielded open rates as high as 98% while driving 30% of shoppers to make an additional purchase within 28 days.
3. Automate Responses to Pre-Purchase Inquiries
Providing shoppers with automatic, instantaneous responses to purchase-related inquiries is another highly effective tactic for improving customer experience while simultaneously increasing onsite conversions.
Through automated, 24/7 support, online retailers can reduce friction and purchase barriers. Simultaneously, customer service agents that would traditionally be required to answer these questions can focus on sales-oriented initiatives instead.