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「LINE」が変える”これからのカスタマーサービス”/CRMカンファレンスに参加してきました
「ストレスチェック義務化法」への対応とESマネジメント/CRMカンファレンスに参加してきました
に引き続き、ラクスさん主催の「売上を上げるために知っておきたいECサイト運営術」セッションを受けてきました。
目次
売れてるショップがやっているメール対応３つのポイント
ポイントとは
- 迅速
- 丁寧
- 品質が一定
である。
書き起こせば単純ですが、単純だからこそ難しい。
本当の意味で顧客を理解し、上記3つのポイントをクオリティ高くできているカスタマーサポートは少ないと思います。
アンケート結果・事例を紹介
商品等に不明点がある際、問い合わせをしますか？
- 必ず問い合わせをする：5%
- 問い合わせをする：49%
問い合わせの対応が悪ければどうしますか？
- 他のサイトを検討する：91%
つまり、約半数の方が商品に対して疑問があれば問い合わせをおこない、対応が悪ければそのほとんどのお客様は離れていってしまう。
良い対応をすると、潜在的に逃してしまっている顧客を獲得できるということにもなります。
良い対応と悪い対応
| 良い対応 | 悪い対応 |
| 返信が早い | 返信が遅い 返信が無い |
| 返信の内容が丁寧 | 返信の内容が不快である |
返信に期待する早さ
良い返答の中に返信が早い。というものがあります。
では、どれくらいが「早い」という定義なのでしょうか。
顧客が求める早さもデータとして出ているので、ご紹介します。
| 2011年 | 2014年 | |
| 30分以内 | 18% | 43% |
| 1時間以内 | 22% | 22% |
| 3時間以内 | 18% | 8% |
| 半日以内 | 25% | 16% |
| 1日以内 | 16% | 11% |
| 1週間以内 | 1% | 0% |
顧客の求める水準は上がっている。
細かいTIPS
今すぐ出来るメール改善ポイント
差出人欄の変更
誰から送信されたかを明確にする。基本はショップ名でOK。
時折未設定で、メールアドレスのままFromに記載されていることがある。
件名欄の変更
どこから送信されたか明確ににする。基本は「[ショップ名]お問い合わせありがとうございました。」など25文字まで程度で。
ほとんどのメーラーは25文字までの表示が一般的である。
本文欄の設定
無数にあるショップから選んでいただいている。ということを意識して記述する。
また、ショップ名・担当者名は必ず記述する。
例）冒頭に「数ある○○ショップからお選びいただき～」のような文言を記述する。
署名部分の設定
ショップ名・担当者名・住所・連絡先・ショップURLは必ず記載する。
住所や連絡先が抜けがちなので注意する。
最後に
自社メディアとして「FREEC」というものを運営している。
メールマーケティングとして有用な情報を定期的にPOSTしているので、ぜひ見てください。
まとめ・所管
EC界におけるメール管理ソフトのデファクトスタンダードとなりつつあるラクス社のセミナー。
実際に楽天のSOY(Shop Of the Year）受賞者の４割以上が利用しているという実績がある。
メールというものは年々存在価値を薄れては来ているが、逆をいうとそれだけ馴染んでいるものでもある。
「あたりまえ」の基準が非常に高くなってきているということでもあるため、こういう基本的な部分を再認識できることは良いことだと考えています。
また、本記事に書いたセミナー内容ですが、FREECサイトのこの記事などに書いてある内容でした。
それだけサイトにも力を入れているということですので、今後も継続的にウォッチしていこうと思います。