The ticket to ride in retail: Customer-centric support

A number of industry thought leaders came together at the Freshworks E-Commerce Bootcamp 5.0 to discuss customer support strategies in retail and e-commerce. 

The panel, moderated by Michael Spanarella, senior manager of customer success at Freshworks, included: Anna Startseva (director of product marketing, Freshworks), Pallavi Srivastava (merchant success manager for India and Southeast Asia, Shopify), Sriram Sridhar (CEO, LateShipment.com), and Cole Prentice (partner enablement manager, Reviews.io). 

Here’s a few of the highlights from the bootcamp, the entirety of which can be found here: 

AI is increasingly the center of the customer service conversation 

A central theme of the discussion was the expanding role of AI in customer service. 

“With our built-in AI solution, customers can relieve agents from self-service and basic support,” said Startseva.

Read the latest Freshworks benchmark report: How generative AI is redefining ITSM

From personalization to scale: Integrations are the key 

The panel emphasized the vital role of integrated technology solutions in today's dynamic e-commerce landscape. LateShipment.com’s Sridhar highlighted that integrations drive customer benefits. 

A prime example is the partnership between Freshworks and LateShipment.com, which seamlessly links software to enhance functionality. This integration allows for real-time tracking and management of shipments right within the Freshworks platform. 

“Integrated solutions are about putting the customer at the center of it all and making sure all the tools in your tech stack work in sync with one another to make the customer experience amazing,” Sridhar said. 

Srivastava from Shopify emphasized how the platform's network of technological partnerships and agencies is crucial for helping merchants expand quickly. 

“We bring in all the channels together, which gives you more control, more insights, and more efficiency when you use Shopify as a merchant,” Srivastava said. 

She also highlighted that Shopify's comprehensive and robust features make it a leading choice for enterprise-level merchants looking to optimize market conversions.

Leveraging data and delivery  

As Sridhar pointed out, timing is crucial for effectively engaging customers. He noted that the period when customers have placed an order but are awaiting its delivery is a prime time for engagement. 

Their anticipation and excitement about their purchase make them more receptive. Data shows that customers are approximately ten times more engaged with the brand during this time. This heightened interest presents a perfect opportunity to upsell or introduce additional products to them.

Prentice from Reviews.io addressed how leveraging customer feedback can enhance operations and foster brand growth. He emphasized the importance of collecting specific types of customer feedback, such as fit data—information about how well a product meets the customer's size and shape expectations—and visual content like customer photos or videos. 

Prentice pointed out that these types of feedback have been linked to higher conversion rates for leading retailers. He explained the effectiveness of integrating detailed customer insights with broader data analytics strategies to achieve tangible improvements in business performance.

If you want to learn more about how to navigate e-commerce, retail, and customer journeys in the digital world, watch the full webinar.