{"id":4074,"date":"2020-06-03T09:06:56","date_gmt":"2020-06-03T07:06:56","guid":{"rendered":"https:\/\/getprintbox.com\/blog\/?p=4074"},"modified":"2024-05-13T08:28:41","modified_gmt":"2024-05-13T06:28:41","slug":"how-to-organize-your-photo-products-customer-support-part-1-the-channels","status":"publish","type":"post","link":"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/","title":{"rendered":"How to organize photo products customer support (part 1 \u2013 the channels)"},"content":{"rendered":"\n<p>Customer support has always been considered inferior to sales. The rise of social media and online recommendations elevated customer support\u2019s status within companies &#8211; now some e-commerce experts call it \u201cthe new marketing\u201d. Here are some tips on how to approach it on the photo products market.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #21b573;color:#21b573\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #21b573;color:#21b573\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/#The_basics_and_the_cool_stuff\" title=\"The basics and the cool stuff\">The basics and the cool stuff<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/#Channels\" title=\"Channels\">Channels<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/#Self-service\" title=\"Self-service\">Self-service<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/#Live_chat\" title=\"Live chat\">Live chat<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/#Social_media\" title=\"Social media\">Social media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/#Emails_and_contact_forms\" title=\"Emails and contact forms\">Emails and contact forms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/#Phone\" title=\"Phone\">Phone<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_basics_and_the_cool_stuff\"><\/span>The basics and the cool stuff  <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The e-commerce trend to differentiate from other brands through memorable customer support was the answer to the ongoing unification of online stores. Zappos was first to employ these tactics and many others tried to follow suit. Doing something extra for your customer translates into great opinions on the Internet, is immensely shareable, and acts as a marketing tool.  <\/p>\n\n\n\n<p>But before you can even think of using your support to promote your brand, you must get the basics right. This usually implies answering calls and replying to emails quickly and not letting your customers wait too long when they want to start a chat conversation with you. Otherwise, every social media post published by your marketing team or by a happy customer will be buried under negative comments left by people who were not satisfied with your services.  <\/p>\n\n\n\n<p>In order to arrive at a satisfying level of support, you should experiment with it a bit. Maybe it\u2019s fine for your store to offer only one support channel and that depends solely on your customer base. Teenagers tend to like live chat and social media interactions, older generations are still very much used to phone calls.  <\/p>\n\n\n\n<p>Usually, it\u2019s best to have at least two channels at your customers\u2019 disposal, preferably backed up by well-organized self-support. It is highly recommended for the channels to come from the same software provider for full omnichannel experience. Features like contact history and customer identification add extra personalization and improve the speed of support. If for some reason this is not possible, opt for advanced integration between them.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"700\" src=\"https:\/\/getprintbox.com\/blog\/\/app\/uploads\/2020\/06\/customer-support-blog-post-photo-1400x700.jpg\" alt=\"Customer Support\" class=\"wp-image-4109\" srcset=\"https:\/\/www.getprintbox.com\/blog\/\/app\/uploads\/2020\/06\/customer-support-blog-post-photo-1400x700.jpg 1400w, https:\/\/www.getprintbox.com\/blog\/\/app\/uploads\/2020\/06\/customer-support-blog-post-photo-1400x700-250x125.jpg 250w, https:\/\/www.getprintbox.com\/blog\/\/app\/uploads\/2020\/06\/customer-support-blog-post-photo-1400x700-768x384.jpg 768w, https:\/\/www.getprintbox.com\/blog\/\/app\/uploads\/2020\/06\/customer-support-blog-post-photo-1400x700-700x350.jpg 700w, https:\/\/www.getprintbox.com\/blog\/\/app\/uploads\/2020\/06\/customer-support-blog-post-photo-1400x700-120x60.jpg 120w, https:\/\/www.getprintbox.com\/blog\/\/app\/uploads\/2020\/06\/customer-support-blog-post-photo-1400x700-650x325.jpg 650w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Channels\"><\/span>Channels  <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Self-service\"><\/span>Self-service  <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Self-service requires time and thought, but all things considered, it is relatively cheap. Most importantly \u2013 it gives the team more time for solving complicated issues and helps it keep sufficiently small for your financial officers to be delighted. The customers like fixing their problems on their own if someone made it easy for them.  <\/p>\n\n\n\n<p>How to go about it? Photo products are not the simplest of e-commerce categories out there. A knowledge base on how to create a photobook coupled with an FAQ regarding the purchase, payment, and delivery should do the job very well and be super informative. It is worth considering to send an automatic email order confirmation that would carefully explain the details of the next steps (like delivery) to reduce the number of customer support queries.   <\/p>\n\n\n\n<p>The most popular tool for phone self-support is interactive voice response (IVR). Users listen to the voice prompts and use their keypads to perform actions. When done right, IVR can serve the interests of both customers (receiving help) and online stores (reduced number of interactions with customer support,  lower operational costs). The secret is to:  <\/p>\n\n\n\n<ul><li>assign most popular queries to numbers like 1 and 2  <\/li><li>make sure not many steps are required to solve the problem (no more than 3 or 4)  <\/li><li>always leave an opening \u2013 a possibility to contact live agent for people who got lost <\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Live_chat\"><\/span>Live chat  <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Online chat is rising in prominence. Customers are so used to talking via messages with their friends and relatives that they increasingly expect the same from the companies they buy from. Live chat has one very important feature from the customer\u2019s standpoint \u2013 it&#8217;s real-time. Customers anticipate very good reaction times and instant help, so your organization should be ready to meet those needs if you decide to install a chat widget on your website.  <\/p>\n\n\n\n<p>Besides being a great channel for answering simple e-commerce questions, it\u2019s also a great sales support tool when used proactively. Most widgets allow you to display the chat window using various conditions (e.g. \u201cshow the chat window only if the customer spends 30 seconds on the subpage <a href=\"https:\/\/getprintbox.com\/key-features\/editors\/prints\" target=\"_blank\" rel=\"noreferrer noopener\">Prints<\/a>\u201d) and this often helps convince hesitating customers to buy.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Social_media\"><\/span>Social media <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Photo products are very visual &#8211; many photo products businesses go social and turn their eyes to promoting their offer there and rightly so. The generated interest usually results in comments or messages from customers. If your company is rather small and is not at a fast growth stage, it\u2019s fine to delegate one of the agents to monitor social media channels all the time. When the store gains traction and gets bigger, for a better overall experience integrate social media with your customer support tools. Your support team won\u2019t need to be logged into your social media profiles all the time, full contact history from various channels will be available to them. The team will be able to respond more efficiently. <\/p>\n\n\n\n<p>When it comes to live chat and social media, test a simple chatbot. Forget about AI-driven complicated solutions that still don\u2019t have a feel of a real human-to-human conversation. Just try and use it to automatically answer repetitive questions. The bot can quickly assess that they won\u2019t be able to help and transfer the customer to a live agent. Customer may ask for a transfer themselves as well. The simplest and most important e-commerce queries like order status should be easily dealt with by a chatbot. Chatfuel is a recommended Facebook Messenger chatbot platform. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Emails_and_contact_forms\"><\/span>Emails and contact forms <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The biggest mistake one can make is to let the customer support team use email addresses like john.smith@company.com. It wreaks havoc on the organization of work because, naturally, people tend to keep information only for themselves. And whenever a sick leave occurs, it\u2019s virtually impossible to reassign a query from one team member to another. The company loses control over proceedings. It is advised to use one single email (ticketing) inbox. In smaller e-commerce customer care teams usually there\u2019s no specialization, because everybody does everything. The bigger teams need separate queues (e.g. for complaints) within one inbox to manage their work properly. <\/p>\n\n\n\n<p>Contact forms are a great alternative to e-mails. If customer queries are categorized correctly in the drop-down list, the customer support team should be able to prioritize their work better and close tickets more quickly.<\/p>\n\n\n\n<p> <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Phone\"><\/span>Phone  <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The classic e-commerce dilemma \u2013 what type of telephony should be used: landline or mobile? Not to mention that landlines are being superseded by VoIP technology. A mobile phone has one huge advantage: it is, well, mobile. This is so useful when agents need to leave their desks from time to time. But there are many downsides. When an agent fails to answer the call, the company relies only on the agent\u2019s conscientiousness to return the call. That\u2019s very risky. What is more, the calls are not being recorded. It\u2019s very difficult to measure the workload as well. That\u2019s why it\u2019s best to use VoIP (your team doesn\u2019t even need a physical phone \u2013 computer, headphones, and good internet connection are enough) with an activated option of forwarding calls to agents\u2019 mobile phones if that\u2019s really needed.<\/p>\n\n\n\n<p>  <\/p>\n\n\n\n<p>To sum up, there is no universal mix of photo products customer support channels. They all have their pros and cons and are often used at different stages of the customer journey. When you know your customer base very well you should be able to optimize the channel mix to fit their preferences without putting a strain on your company. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>If you found this article informative, that\u2019s great, part 2 on customer support processes is coming up soon! <\/p>\n","protected":false},"excerpt":{"rendered":"Customer support has always been considered inferior to sales. The rise of social media and online recommendations elevated customer support\u2019s status within companies &#8211; now some e-commerce experts call it \u201cthe new marketing\u201d. Here are some tips on how to approach it on the photo products market. The basics and the cool stuff The e-commerce&#8230;","protected":false},"author":18,"featured_media":4076,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Photo products customer support (pt. 1) | Printbox<\/title>\n<meta name=\"description\" content=\"Learn how to use live chat, chatbots, email, self-service and phone to provide great photo products customer support - visit Printbox blog.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.getprintbox.com\/blog\/how-to-organize-your-photo-products-customer-support-part-1-the-channels\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Photo products customer support (pt. 1) | Printbox\" \/>\n<meta property=\"og:description\" content=\"Learn how to use live chat, chatbots, email, self-service and phone to provide great photo products customer support - 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