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Your contact page is the ultimate business card for your customer service team, providing a direct connection to agents when needed. It plays a crucial part in the customer experience and offers your business a chance to enhance the user journey from the start or to resolve any issues that may occur. But how? These pages need to be well-designed, easy to use and informative. In this blog, Customer Success Manager Simone Dierdorp explores eight steps to improve your customer service contact page.
A well-designed contact page helps manage customer expectations and improves the customer journey. It builds trust and shows that, as a business, your service team are accessible and customer-focused. Additionally, it increases the chances of successful interactions. And because at CM.com we want to help you optimise your customer service, this blog compiles eight essential tips to enhance your contact page and provide an outstanding customer experience.
A common mistake businesses make is unintentionally hiding contact information or making the contact page inaccessible. Therefore, the first step should be making your contact page effortlessly accessible on your website, from the homepage to every subsequent page.
Utilise the standard locations where consumers expect to find it, for example, place a link in your main navigation and repeat it in the footer of your website. This way, customers never have to search far, and they can quickly reach the right place, knowing that help is always within reach. By doing this, you keep your customers more satisfied and prevent them from arriving at the customer service page already frustrated.
Once a customer has landed on your contact page, all information and contact details should be easy to find, so the page needs to be not only functional but also appealing.
First, ensure all information is there, including all contact information, available channels and FAQs. Then, use a design that is consistent with the rest of your website and ensure that the layout makes finding information and self-service easy, and encourages contact if needed. Visual elements, such as icons for contact options, can help categorise the page, making it more organised and attractive.
Avoid your agents answering the same questions repeatedly with a well-organised and easy-to-use FAQ section. Address common customer questions, such as delivery and returns, order status or Where's My Order and shipping information. This prevents unnecessary search time for both the consumer and your customer service team.
Ensure that you update the FAQ regularly so that it remains up to date. Consider using short links to more detailed articles for customers who prefer to quickly find the answer themselves or want to learn more about a particular response. Offering this self-service option increases customer satisfaction.
Talkmobile uses automation for its FAQ section. A "one-stop shop for a customer to be able to ask a question and find the answer themselves." Using a search bar function for FAQs, it achieved a recognition rate of 98%, which means it provides customers with precise answers with links to other parts of the website. Read the full case study >
Customers appreciate having options and often have a preferred channel through which they like to communicate. Whether it's email, phone or a contact form, make sure each channel is easy for consumers to find. Don't forget the power of modern channels like social media. If you prefer that customers reach out via live chat or WhatsApp, highlight these channels and make sure they are prominently displayed on the contact page.
Additionally, ensure that conversations from all different channels are managed from one unified agent inbox, this way, your customer service team remains in control of all scattered conversations.
Revolution Beauty uses a unified agent inbox to manage customer conversations, consolidating all support channels and streamlining service. All new inquiries are assigned to the relevant service agent, which has made the team more efficient, increasing team productivity by 50%. Read the full case study >
Customers want to know when they can expect a response, so it is best to be proactive. One way to do this is to communicate response times by crafting a clear message such as "We respond to emails within eight business hours", for example.
Doing this across all channels guides customers towards their preferred channel based on their needs. Are they willing to wait eight hours for an email response, or would they prefer a response on WhatsApp within an hour? If a customer wants prompt assistance, they might choose the channel that offers them the shorter response time they desire.
By communicating your response times, customers have realistic expectations, which prevents unnecessary frustration. Additionally, this minimises the risk of customers repeating the same inquiry through different channels.
Once a customer has decided to reach out to the service team and the preferred channel, you want to make it a seamless, fast experience. No one likes endless forms. Therefore, only ask for necessary information and provide space for additional comments.
The fewer fields you make mandatory, the more quickly a customer will be inclined to fill out the form. This lowers the barrier, makes it easier for customers to communicate with your team and increases customer satisfaction.
To add value to the contact page, as well as reassure and build trust with your (potential) customers, you can showcase positive reviews from previous customers.
By placing testimonials and reviews from satisfied customers on your contact page, you enhance the confidence of (potential) customers. This can be the extra nudge they need to choose you and give them confidence to reach out to you. So, be sure to showcase why others are happy with your service.
Finally, there is much to learn from how others have structured their contact pages. Spend time researching your competitors and suppliers. Analyse the strengths and weaknesses of their pages, and apply their successful strategies to your page. Don't forget to add your unique twist that aligns with your brand identity.
With these tips, you can transform your contact page into a powerful and appealing tool that is both functional and customer-focused. A well-designed contact page not only increases customer satisfaction and directs them to the channels that meet their needs but also improves the perception of your brand. Additionally, it leads to a more efficient customer service experience and creates an environment of trust and loyalty.
The benefits of an optimised contact page are endless: from increased customer satisfaction and reduced stress to cost savings and enhanced conversion opportunities. Beyond lowering costs for your customer support, it even offers more sales opportunities as customers can make decisions more quickly. Moreover, it strengthens your brand by making a positive first impression and fostering customer loyalty.
So, don't wait to improve your contact page; work step by step towards a better customer experience. By investing in a clear and effective contact page, you make your business not only more attractive to existing customers but also draw in new ones. This way, you can stay ahead of the competition and lay the foundation for long-term success. Experience for yourself how an optimised contact page can make a difference in your customer relationships and brand perception.
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