How important is ecommerce customer service?

Relationship marketing and customer loyalty are both important parts of your business that go hand in hand.

In this blog, we will take a look at the following points to explore the importance of ecommerce customer service:

  • Customer service is important to customers
  • Customers aren’t afraid to switch brands and it’s costing you money
  • You don’t have much time to rectify it
  • Fixing the problem

Relationship marketing and customer loyalty

Ideally, you’ll sell a product to a customer, they’ll be happy and come back to buy another product.

But that isn’t always the case.

There are many reasons why a customer might have a bad experience with your store and many reasons why they might need to engage with your customer service. Hence why relationship marketing and customer loyalty go hand in hand.

It’s important to think about your customer service just as much as you think about all of your other marketing efforts.

79% of American shoppers believe that customer service is a “true test” of how much a brand values them. Meaning, they’re remembering the customer service you provide.

The customer service you provide is powerful, for both negative and positive reasons. 70% of consumers said they would remain loyal to certain retailers because of good customer service and 70% of customers cite poor customer service as a reason for not buying from a brand.

Customers aren’t afraid to switch brands and it’s costing you money

Many consumers said they have switched providers in the past year due to poor customer service and this is costing you money.

The estimated cost of customers switching due to poor service is $1.6 trillion.

To add to this,60% of U.S. consumers would choose to not complete a purchase based on previous or current poor customer service. The estimated cost of this is $83 billion in lost sales for U.S. retailers.

You don’t have much time to rectify it 

We know that poor customer service is costing you both your reputation as a brand, and money. Now, let’s consider how your customers react to bad customer service.

Almost half of customers would take their business to a competitor within a day of experiencing poor customer service and a shocking  79% of customers would take their business to a competitor within a week. This means, within a week of not rectifying your poor customer service, you could’ve lost almost 75% of your customers.

And once you do begin the task of trying to get your customers back, it can take up to 12 positive customer experiences to negate the poor impression left behind from one unresolved, bad experience.

So for every bad customer service you deliver, you have to deliver, on average, 12 good ones to rectify the issues.

Fixing the problem

The figures sound scary. We don’t want you to think that bad customer service is the be-all and end-all.

There are ways you can rectify it.

65% of  consumers say they feel good about themselves and the company they are doing business with when they resolve a problem without talking to customer service. This means having an FAQ page, or other documentation where the customer can find the answers themselves can go a long way.

Customers don’t always want to have to contact customer service. But what if they can’t answer their questions in their FAQ?

You need to be accessible.

If you can, have multiple points for your customers to contact you. 18% of consumers turn to online chat as an alternative to telephone for fast resolution of customer service issues. This could an avenue you go down.

As well as phone and live chat, consider email and even social media too. If you provide your customers with a cross-platform shopping experience, then provide them with a cross-platform customer service experience as well. 72% of retailers said they currently have mobile customer service support and it works well.


Bad customer service is ruining your reputation and losing you money. Firstly, allowing customers to fix their own issues will go some way to pleasing them. Secondly, when your customers do have to engage with your customer service department, be sure to provide them with an excellent, helpful service.