Leverage eCommerce Customer Service Automation Without Losing The Human Touch

With Amazon offering low prices, convenience, and fast shipping for free, other eCommerce brands must rely on providing an exceptional customer experience (CX) as a differentiator. But as customer expectations grow, what counts as a great CX becomes harder to deliver each year. 

Salesforce found 64% of consumers expect businesses to interact with them in real-time, and 59% find it important that interactions be personalized based on past engagement. On top of that, Convey’s research confirms that 91% consider the delivery experience important to their shopping choices. 

But providing a great customer experience at scale is no easy feat. Learn three ways to scale your customer service volume without losing your brand’s personal touch.

3 Ways to Use Automation to Improve CX — Without Losing The Touch Of Personalization

Automation can be used in a number of different ways to improve CX in the post-purchase experience, while ensuring you don’t lose the human touch that allows customers to feel connected to your brand. 

  1. Keep Customers Up-To-Date With The Status Of Their Deliveries

    You may have limited control over what happens to a delivery once you hand it off to the carrier, but consumers will still hold your brand responsible for the delivery experience. If there are delays or other issues, it’s up to you to manage them effectively. In one consumer survey, Convey found that 93% expect proactive communication from a brand about any delivery issues. 

    But your customer service team already has enough on their plate without having to monitor every package and check for potential delays.  If you use automation to provide customers with real-time updates via a tracking page, they don’t have to. Many third-service providers host tracking pages for retail brands, and many top brands even integrate delivery APIs into their own hosted tracking pages, taking more control of the customer journey from beginning to end. 

  2. Use Segmented, Automated Customer Service Messaging

    A common fear with automation is that if humans aren’t behind every message that goes out, brands risk sending information that’s not relevant to a particular customer’s needs. But customer service technology now makes it possible to use segmentation to provide personalized responses automatically. 

    Sophisticated technology products use customer data to determine which set of responses are helpful to that particular customer based on factors, such as which products they own, how often the customer shops with the brand, how they’ve interacted with the customer in the past, and of course, the status of the product at hand. With automated customer service notifications, customers get an answer tailored to their needs in real-time.

    Brands like Bodybuilding are using customized alerts to let customers know when their orders will arrive, or if there is an issue with the delivery. In doing so, the team was able to reduce inbound customer service calls where customers asked, “Where Is My Order?” (otherwise known as WISMO calls) by 27%. Bodybuilding’s customers were happier too — NPS rose by 6.3%.

  3. Automate Ticket Generation Into Your CRM To Understand Delivery Issues In Real-Time

    While a tracking page and customized alerts give consumers the power to follow their shipment details in real-time, it doesn’t fix delivery issues that come up, especially for urgent items. During COVID-19, this issue compounded for customer service teams working remotely for the first time, working with less resources in their own homes, trying to piece together what happened to orders during each inbound call.

    According to our database of over 3 billion shipping events, every day, about 5% of parcel shipments fail to show up at customers’ doors. This leaves customers wondering where their orders are, and they call in to ask (this is known as a WISMO call). Convey uses its data, in addition to machine learning, to tag shipments as ‘predicted to miss their Estimated Delivery Dates.’ They can look issues up within Convey’s platform, or use Convey’s integrations with Salesforce, Zendesk, or Kustomer to create automated tickets and responses. This allows customer service agents to see all of the information they need to respond to customers in one place, and reduces the response time, or time to resolution, with customers.


    Brands such as Grove Collaborative reduced their customer service response time by 77% and reduced inbound WISMO calls by integrating Convey’s delivery data with their Zendesk platform. As customer service bandwidth and morale improved, customer service team members were retrained to perform personalized ‘customer happiness’ initiatives that improved Average Order Value (AOV) by 50%.

Manage High Inbound Call Volume Without Losing Quality Responses

When brands know about the problem in real-time, they can step in to solve it before the customer has time to worry. That reduces the number of delivery-related inquiries that come in and gives your customer service team more opportunities to wow your customers with their proactive problem-solving skills.

Providing truly exceptional customer service isn’t easy, but products that enable automation allow you to do more with less. When you equip your representatives with better tools, they can reduce inbound call volume and provide a higher level of service, while still providing the human touch.

Are you looking for more customer service best practices? Start with the following resources:

Want to learn more about Convey’s integrations with Kustomer, Zendesk, and Salesforce? Learn more here.

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About the Author

Christina Singh

After graduating from the University of Virginia, Christina promptly packed her bags and moved far west to the Lone Star State. In Austin, she built and managed reputations for small business owners through social media, and found a passion for media, targeting, and content strategy. As a Content Marketing Manager, Christina helps to drive demand generation for Convey through content, developing content strategy and creating outbound marketing materials for its potential customers. Christina Singh on LinkedIn