Each potential customer has a price range in mind when purchasing from your website. In a call center, it is the Customer Service Representative’s (CSR) job to listen to your customers’ needs and to increase the order value. The most successful techniques a CSR uses are active listening and probing questions. A good CSR will make the call a personalized shopping experience.
To increase each order value to the max, the CSR needs to understand WHY the customer is purchasing and what the intended use is. By understanding the need for the purchase, CSRs are able to offer additional features and products to complement the main purchase. Website features such as related or recommended products, gift wrapping, quantity discounts and free shipping promotions also help reps increase average order value.
Consumers turn to e-commerce shopping for unique and hard-to-find items. CSRs know this – and use it towards the website’s advantage. When a customer reaches a representative to make a purchase, the CSR explains we can offer several related products to make the purchase unique.
Here is a true story about a woman who called a scrapbooking site’s CSR to purchase a starter kit for her daughter. Since the website does not offer scrapbooking kits already made, the CSR asked the customer her daughter’s favorite colors, to which she advised pink and purple. The CSR asked the caller to be patient with her for a moment while she customized a scrapbook starter kit unique to her daughter. About three minutes later, the CSR added several ala carte items to the shopping cart to create the perfect starter kit – everything a 14-year-old girl would need. The customer was so pleased with the one-on-one attention the CSR provided, she practically doubled her order! This testimonial just goes to show that listening to a customer and being creative will increase order value.
Oftentimes, by asking probing questions, reps can create a flowchart of the customer’s wants and desires. The customer wants to purchase a charm to give as a gift; the rep’s first question is, “What type of metal (yellow gold, white gold, sterling silver)?” Once the desired look is achieved, the up and cross-selling starts. The customer has selected to purchase a yellow gold charm priced at $49.99; the rep will then attempt to increase order value. Offer the customer a similar, upgraded charm made by a different manufacturer. When reps offer the product, we also explain the benefit of the upgrade: “Mr. Customer – by upgrading your purchase to charm-X you will also receive a lifetime warranty.” Explaining the benefit of the purchase will put callers at ease and urge them to spend the extra money.
Once the upgrade suggestions have been provided and the base product decided upon, our reps will offer related items. A customer is purchasing a brand new charm, so that’s an instant red flag to our reps to offer something to hold the charm. “How about a bracelet or rope chain?” If the customer has selected the rope chain. “How about a few decorative beads to complement the charm, or upgrade to a deluxe gift box?”
Another widely used tactic for increasing orders is free shipping or free gift promotions. If your site offers a free gift over $75 – we will encourage the customers to increase the order until they hit the $75 level. It could be as simple as a reminder to the customer, or more persuasive tactics: “Mr. Customer, the free gift we offer on orders over $75 is valued at $19.95. It’s a beautiful gift to keep for yourself, or you can give this to your special someone.”
More often than not, customers are so driven to the perfect item on your website, they may miss the promotional offers or not bother to look for complementary items. Suggestive selling is key. Simply make an offer. Our CSRs make the offer in a first person perspective; an example would be, “Mr. Customer, that is a beautiful jewelry selection. I would just love if my husband bought this bracelet and the matching necklace. You have very nice taste.” A simple compliment that has a built-in suggestion will make the customer feel special and often boost the ego with the hopes the person they are purchasing for raves about it as much as the CSR did. Don’t believe me? Try it, it works!
By Katrina Domkowski
katrina.domkowski@ebizinsider.com
