Benefits of instant customer support for e-commerce sites

Excellent customer service — especially instant support — is vital to an e-commerce site’s success. But why exactly does speed matter?

As soon as someone lands on an e-commerce site, the clock starts ticking. They begin analysing how easily they can navigate it, find what they’re looking for, and how quickly you respond if/when they need you. If you take too long to respond, you’re wasting their time and risking losing them for good.

Real-time communication is crucial. It can help improve a business’s reputation, customer engagement, and loyalty.

In this blog, we’ll explore the numerous benefits of instant customer support for e-commerce sites and how real-time assistance can revolutionise the online shopping experience, leading to happier customers, lasting relationships, increased sales, and more.

Improve customer satisfaction

Instant customer support is a basic but powerful way of showing customers that you hear and value them. It shows you respect their time and, as a result, sets an excellent foundation for a positive experience.

In contrast, long wait times negatively impact customer satisfaction. It can cause a great deal of frustration, making people feel ignored and insignificant. That’s why it’s essential to respond promptly to your online visitors.

To demonstrate just how integral instant support is, PwC conducted a study on the state of the customer experience. They asked 15,000 global consumers about what really matters to them when interacting with businesses.

• See also: How managed live chat can improve your business website
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• See also: Benefits of chatbots for business and customers

Results show that people value efficiency and convenience the most in their experiences. More specifically, nearly 80% of respondents said that convenience is their top priority.

Other key factors include a knowledgeable and friendly service and a quick and easy payment payment process. Speed is the common denominator here.

It’s clear that customer satisfaction relies heavily on the brand’s response times. So, to impress new visitors and keep existing customers happy, it’s essential that you reply swiftly when someone contacts you.

Increase customer retention

Happy customers are more likely to stick around for the long term. Instant support creates a positive experience, which we explored in the section above. A positive experience forms a strong brand connection, leading to greater loyalty.

Additionally, it cements trust and reliability. Customers want reassurance that help is available whenever they need it, and they want to know that they won’t have to wait around for it. Effective, instant support shows that they can trust you, which is something they’ll gladly remain loyal to.

Also, instant customer support aids quick problem resolution. You can resolve issues before they escalate to a stage where you risk losing a valuable customer.

Ultimately, quick responses demonstrate that your business is attentive, caring, and dependable. This helps build trust and rapport, thus increasing your visitors’ chances of becoming repeat customers.

Reduce basket abandonment

Do you know how many people fail to complete their purchases on your website? It could be seriously costing your business. The below Statista research shows basket abandonment rates are staggeringly high in the UK.

Nearly 80% of mobile online transactions were abandoned in the third quarter of 2024. While the basket abandonment level on desktops is slightly lower at 69%, it remains incredibly high. Furthermore, an immense 75% of online purchases between July and September were never completed. 

There could be various reasons for this, such as unexpected delivery fees, a cheaper price available elsewhere, or the requirement to create an account. Whatever deters your online visitors from checking out, you can eliminate them right there and then with instant customer support.

Boost sales and conversions

Instant support directly translates to higher sales. When people know they can trust your brand and rely on speedy support, they’re inclined to shop with you again and spend more when they do.

Instant customer support also influences those initial conversions. When someone visits your site for the first time, they might have some questions about your products or services. They could be wondering about delivery timeframes, whether you offer new customer discounts, or what size they should order to avoid returning their online purchase later.

If they can’t find the answers they’re looking for, they’ll contact you and want an instant reply. Making them wait prolongs the checkout process, so it’s vital that you provide real-time assistance during the purchasing process to encourage conversion.

At this point, it’s also a great time to upsell. Whether the customer interacts with a chatbot or human through your site, you can make relevant product recommendations to up basket value and enhance their overall experience.

It’s all about instant access, trust, and relevance, and numerous studies show that these key factors really do impact sales. One example is the 2024 UK Customer Service Index (UKCSI) report, which shows that over 30% of customers are willing to pay more for products and services if they come with excellent service. The key drivers behind this are trust in the company (31%) and easy access to support and advice (30%).

Furthermore, the report highlights the strong returns organisations can benefit from by providing great service. Over the last six years, UKCSI research has revealed that businesses with higher customer satisfaction scores have seen higher earnings of 10 percentage points on average.

Jo Causon, CEO of the UKCSI, said: 

“These latest figures are a clear signal to business leaders and board members that customer service is not an optional extra but a strategic imperative. Trust is a precious asset that can take years to build but seconds to lose. On the other hand, when customers trust an organisation, they are more likely to try new offerings, share positive feedback, and give them a chance to resolve any issues.”

Earn customer data

People are often apprehensive about sharing their personal information online. That is unless they trust who it’s going to and what they get in return.

In the PwC report we referenced earlier, 43% of respondents said they generally are not willing to give companies permission to collect their personal data. However, the results are significantly different when you apply great service.

When businesses earn customers’ trust and confidence through excellent support, they also earn access to their data. This time, 63% of consumers said they’d be open to sharing their personal information in exchange for a service they truly value.

Instant customer support is a cornerstone of superior service, so it’s essential that businesses offer it via their websites. Doing so will unlock crucial shopper data, such as location, age, lifestyle, and preferences.

These details will enable you to improve your website, products, and services and offer your visitors a personalised experience they won’t get anywhere else. As a result, they’ll be more inclined to continue shopping with you.

The best way to provide instant customer support online

Live chat is one of the most effective ways to provide instant support on your website. Unlike social media and emails, where the average response times are 10 hours and 17 hours, respectively, live chat connects your visitors in just two minutes.

Not only is it a faster way to communicate and resolve issues, but live chat is customers’ preferred support channel, as shown below:

Kayako surveyed 400 consumers, 41% of whom said they prefer live chat over other communication channels for personal and instant company interaction. Live chat is the best way to provide immediate help with minimal effort for the consumer.

That said, there are other quick fixes. Blogs, answers to frequently asked questions (FAQs), and chatbots are also incredibly useful for providing instant customer support. Not every customer query requires them to get in touch, so keep it simple and speed things up by directing customers to self-help sources where suitable.

Transform your customer support with Bizik

Whether shopping on the high street or online, consumers are time-poor and impatient. And while there’s more to excellent customer service, instant support is paramount. The difference between winning and losing a customer could be a matter of seconds, so there’s certainly no time to waste.

If you’re looking to implement instant support into your website, you’ll be in great hands with Bizik. Our best-in-class PAs are available 24/7 to support your online customers any time of day or night.

They’ll provide an on-brand, tailored service based on your business’s preferences and priorities. During your onboarding session, simply let us know what matters to you, and we’ll take it from there.

Contact our sales team at 020 3917 7444 about our flexible packages, or take advantage of our 7-day free trial.