Customer Service and Order Fulfillment Go Hand-in-hand. Here's Why

E-commerce companies that ship their deliverables on time tend to have a higher success rate. A critical factor in this success is a strong customer service system. A 2022 Zendesk report stated that over 80% of consumers who report having a positive customer service experience with a business are likely to purchase goods or services from that business again. Fulfilling orders to said consumers is important, but how exactly do customer service and order fulfillment meet eye-to-eye?

What Exactly is Order Fulfillment?

By definition, order fulfillment is a company’s ability to process an order to a customer’s liking and specifications. However, there’s more to the term than just that. The process of a product-based company completing an order fulfillment includes inventory management, quality control, supply chain efficiency, and of course customer service. In an ever-changing digital age, the power of an online shopper has dramatically changed too. E-commerce companies are now expected to provide the following to their customers:

• Real-time data on order updates and status
• A better method of communication with customer service
• Quick solutions and compromises should there be an issue with a package’s shipping, including delays or product damage
• A streamlined return process to ensure customer satisfaction

Failure to meet these expectations can result in a poor brand image and loss of revenue.

The Challenges Businesses Face

Expectations of getting items delivered have never been higher. There isn’t much leeway either: According to a survey, over 60% of consumers drop a brand after one poor customer service experience. Therefore, customer service can be argued as one of the most important parts of a company’s supply chain. Getting consumers to come back while bringing in new customers is how a business can both meet and exceed profit goals.

For this reason, it’s important for a business to have an effective team and available support. The impression of a good or bad customer experience can leave a permanent mark on your company. A good experience can lead to repeat business and positive word-of-mouth, while a bad experience can have lasting repercussions on your company's reputation.

Four Solutions to How a Business Can Provide Excellent Customer Service

Being able to speak to someone on the phone doesn’t mean one is an outstanding customer service rep. In the same breath, shipping orders on time doesn’t equate to excellent order fulfillment. Consumers want the most out of their online shopping experience: here’s how your business can provide that with available services:

1. Consistent communication – A seemingly obvious one, but there are a lot of variables to it. Automate your order communication with updates throughout the order process. Start at the beginning with an order confirmation and work through when their package arrives. Offer an option to review the product after a few days of the delivery to get real-time feedback and take an even further step in separating yourself from the competition.
2. Product Understanding – Your team should be familiar with your company's products and/or services. Make sure to spend time reviewing these materials so that customer questions can be answered quickly and effectively. That also includes any newly available items, major updates, or available inventory including out-of-stock timelines. Pairing your team with the right asset management technology and data collection tools will also help to expedite this process.
3. Responsiveness ­– Customers don’t have time to wait on the phone or their computer to hear back on a product. Long waits and a lack of any actual interaction will lead to consumers exploring other options. Being able to automate questions is one step to take but be sure to take the time to also listen to questions or complaints to offer real solutions and make each client feel heard properly.
4. Encourage a Friendly Atmosphere – There’s a different sense of comfort when it comes to speaking with an actual representative. By creating a positive and welcoming atmosphere for your customers, you can build a loyal customer base and establish a positive reputation for your business. A sense of priority will keep bringing customers back as well.

Solving Issues with Quality Order Fulfillment and Customer Service

Even the most experienced businesses run into problems at times. How these same businesses address these problems and offer quick and easy solutions is what separates them from the pack. Nobody’s perfect: how you handle a common error, such as order delays, will show your customers your dedication to providing the best in order fulfillment.

Order delays happen all the time. Sometimes there’s a shortage in labor, especially with distribution or manufacturing companies, or a major holiday comes around and slows down delivery processes. If your business comes across this problem, it can lead to a loss in profits and damage to your reputation.

So what’s the solution?

As mentioned before, it’s important to be in consistent communication when an item is processed. If you know a certain distributor is expecting delays, be sure to let your consumer also know. Be transparent with delivery processes, update your customer with real-time updates, and work with distributors to offer item tracking so customers can also track their ordered products and improve shipping and receiving.

Good customer service practices can also help streamline returns if there is an issue. While it may be frustrating to see items being sent back, it’s part of the customer service experience. Offering a fair return or exchange policy is crucial for building trust with customers. It shows that you stand behind the quality of your products and are willing to make things right with them. By prioritizing your customers' satisfaction and making it clear that you are willing to work with them if there's an issue, you can build a loyal customer base that trusts and respects your business.

Applying some of these same strategies to other common problems with order fulfillment will ultimately result in fewer customer service issues. Offering a better solution should be the highest priority when it comes to the importance of hitting on your company’s deliverables. For more information on better order fulfillment ideas, contact our AlwaysConnected team.