When we talk about having an online store, sometimes we think that the most important thing is the product, the prices or the web design... but if there is one thing that can really make a difference, it's customer service. And I'm not saying this to say, I've seen it many times: a good experience can make someone buy, return and recommend; poor service can make them never return.

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Why can customer support make or break your eCommerce?

Because in eCommerce there are no sellers in person, so support is the closest thing we have to human treatment. If a person has a question, a problem with their order or simply needs guidance, and they can't find an answer or the service is poor, they will most likely close the page and go to another store. And that customer probably won't come back.

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On the other hand, if you feel well taken care of, if they respond quickly, clearly and kindly, not only do you buy, but you also leave with a good image of your brand. And that's worth a lot.

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How does good customer support help increase conversions?

Because it solves doubts just when the customer is about to buy. If you have a question and someone helps you instantly, there's a good chance you'll finalize your purchase.

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Because it gives security. Knowing that there is someone behind you willing to help, builds trust, especially in a first purchase.

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Because you can recover abandoned carts. Sometimes all it takes is a friendly reminder or a quick solution for the customer to resume their order.

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Because it builds loyalty. A well-served customer is a customer who returns and, in addition, recommends.

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In short, customer support isn't a “plus”, it's part of the heart of your eCommerce. No matter how good your product is: if there isn't good customer service, sales won't grow as much as they could.

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And beware, it's not just about answering emails. It's having a clear, fast and humane channel. That the customer feels that there really is someone there to help. Because in the end, that's what we all want when we buy something online.

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