{"id":42525,"date":"2020-06-01T00:00:00","date_gmt":"2020-06-01T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/ecommerce-customer-service\/"},"modified":"2025-04-02T19:56:04","modified_gmt":"2025-04-03T02:56:04","slug":"ecommerce-customer-service","status":"publish","type":"post","link":"\/us\/en\/blog\/ecommerce-customer-service\/","title":{"rendered":"4 critical focus areas for improving ecommerce customer service"},"content":{"rendered":"<p>For ecommerce businesses, providing great customer service is live or die. In a world full of Amazons (okay, just one, but one is enough), giving customers a fantastic product alone isn\u2019t enough.<\/p>\n<p>Ecommerce businesses that go above and beyond in providing a fantastic experience are creating more than customers. They\u2019re building <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention<\/a>.<\/p>\n<p>Even with the mind-boggling growth of Amazon (41% of Americans receive at least one package from Amazon <i>each week),<\/i><sup>1<\/sup> there is still plenty of room for ecommerce brands to claim a piece of the digital shopping pie for themselves.<\/p>\n<p>Global consumers spent a not-insignificant $3 trillion online in 2019, and (thanks in large part to a global pandemic keeping most people at home) that number is expected to jump significantly over the next few years (US online shopping revenue was up 68% year over year through the first half of 2020, with projections to hit $6.5 trillion by 2022).<sup>2<\/sup><\/p>\n<p>In other words, if you do it right, there is still <i>plenty<\/i> of money to be made in ecommerce. But simply having a shiny digital storefront and an impressive array of products isn\u2019t enough alone. What\u2019s an ecommerce business to do?<\/p>\n<p>In this blog post, we\u2019ll look at:<\/p>\n<ul class=\"table-of-content\">\n<li><a href=\"#The importance of customer service\">Why <\/a><a href=\"#The importance of customer service\">customer service<\/a><a href=\"#The importance of customer service\"> is especially important in ecommerce\u00a0<\/a><\/li>\n<li><a href=\"#How ecommerce businesses are prioritizing customer service\">The 5 main ways that ecommerce businesses are prioritizing customer service<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f<b>\u00a0<\/b>Ready to offer 5-star customer service?<b>\u00a0<\/b>Get strategies for every stage of the customer journey with this <b>free eBook<\/b>.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/assets.ringcentral.com\/us\/ebook\/long-live-customer-service.pdf\" data-id=\"69e1fab9bd859\" id=\"69e1fab9bd859\">\n\t\t<button tabindex=\"on\"  on=\"tap:69e1fab9bd859.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40Get this free eBook to learn how to win in customer service.<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69e1fab9bd859.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"The importance of customer service\"><\/a><\/p>\n<h2>Why customer service is especially important in ecommerce<\/h2>\n<p>The world of ecommerce is incredibly competitive\u2014there are an estimated 12 to 24 million online stores across the globe.<sup>3<\/sup> Coupled with this cutthroat landscape, ecommerce customers have simply evolved to expect more from their interactions, and those interactions can shape whether they\u2019re customers for a single purchase or customers for life. A reported <i>70%<\/i> of consumers have said that they would remain loyal to retailers specifically because of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/good-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">good customer service<\/a>\u2014the inverse of that is that 70% of customers cite poor customer service as a reason for not buying.<sup>4<\/sup><\/p>\n<p>This is why smart ecommerce companies are investing heavily in customer experience. In a world where you\u2019re up against the cutthroat pricing of Amazons and Walmarts, the success of your business will hinge on how responsive and helpful you can be for your customers .<\/p>\n<p>How responsive and helpful is that? According to a <a href=\"https:\/\/www.ringcentral.com\/customer-communications-trends-report.html\" target=\"_blank\" rel=\"noopener noreferrer\">recent consumer survey we did<\/a>, we found that 60% of consumers think that <b>three minutes is too long to wait on hold<\/b>:<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/customer-communications-trends-report.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-7090 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-11.jpg\" alt=\"Graph: When you call a company's customer service line, how long is too long to wait on hold?\" width=\"695\" height=\"364\" \/><\/a><\/p>\n<p>Luckily, for ecommerce companies that want to provide the best possible support experience for their customers (that should be all of them), there are a number of<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-apps\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer service apps<\/a>, tactics, and techniques that\u2019ll help you turn one-and-done purchasers into <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/return-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">return customers<\/a>\u2014and lifelong advocates.<\/p>\n<p><a name=\"How ecommerce businesses are prioritizing customer service\"><\/a><\/p>\n<h2>How ecommerce businesses are prioritizing customer service<\/h2>\n<p>Amazon staffs thousands of customer service agents dedicated to responding to customer requests. If you\u2019re like most ecommerce businesses, you\u2019re probably running with a fraction of that staff\u2014you might even be responding to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer support<\/a> requests yourself.<\/p>\n<p>Delivering the level of support your customers are expecting can be difficult even with a dedicated support team\u2014but what if you have to respond to requests while <i>also<\/i> running the business, balancing the books, managing staff, and fulfilling shipments? What\u2019s a small ecommerce business owner to do?<\/p>\n<p>Basic <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-principles\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service principles<\/a> aside, here\u2019s how you can improve your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/online-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">online customer service<\/a>, regardless of your headcount:<\/p>\n<h3>1. Focus on response time<\/h3>\n<p>Ecommerce customers are even more time-sensitive than you might think; consumers come to a decision to purchase online after weighing the time spent commuting to a brick-and-mortar location with the immediate dopamine hit that comes from purchasing from a website\u2014but the time-sensitivity doesn\u2019t stop there.<\/p>\n<p>They\u2019re also motivated by the ability to quickly compare different products, get their purchase delivered to them efficiently, and receive fast responses to their inquiries. (Hello, <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/agile-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">agile customer service<\/a>.) When you consider how quickly customers can get answers from staff in traditional retail stores, that half-hour expectation for ecommerce doesn\u2019t seem so unreasonable.<\/p>\n<p>To help meet these <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-expectations\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer expectations<\/a>, ecommerce businesses are focusing on data like <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/call-center-metrics\" target=\"_blank\" rel=\"noopener noreferrer\">customer service KPIs<\/a> and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/call-center-metrics\" target=\"_blank\" rel=\"noopener noreferrer\">call center metrics<\/a>, and using tools to help improve them. First up, it helps to know what your baseline <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/average-handle-time-call-center\/\" target=\"_blank\" rel=\"noopener noreferrer\">average handle time<\/a> is\u2014and whether customers are contacting you by phone, email, text message, social media, or live chat.<\/p>\n<p>Using an <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/omnichannel-customer-service\" target=\"_blank\" rel=\"noopener noreferrer\">omnichannel customer service<\/a> solution with reporting and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience analytics<\/a> will allow you to have more visibility into the time your customers are spending waiting for a response, no matter which <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication channel<\/a> they\u2019re using to reach out.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b> Pro-tip: <\/b><\/div>\n<p>If your business gets a lot of phone calls, make sure you\u2019re regularly checking your average response time numbers and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/first-call-resolution-industry-standard\/\" target=\"_blank\" rel=\"noopener noreferrer\">first call resolution standard<\/a>.<\/p>\n<\/div>\n<p>If you\u2019re relying on voice channels for support requests, there are a few important nuances that you should be aware of<\/p>\n<ul>\n<li>The longer customers have to wait on the phone to get in touch with a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-vs-customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service<\/a> rep, the greater the chances they&#8217;ll grow frustrated with your brand (76% of Americans tell friends or family about a bad customer experience<sup>5<\/sup>). The businesses that frequently rank the lowest for customer experience (airlines and cell phone providers) are also notorious for lengthy customer service hold times.<\/li>\n<li>If you can\u2019t avoid these hold times, you can still probably minimize them! Using tools like<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/interactive-voice-response\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0interactive voice response (IVR)<\/a> menus is one common and effective way to stave off customer frustration by giving them the ability to try to find answers themselves without waiting for you and sitting on hold for an extended period of time.<\/li>\n<li>Let customers request a call back once agents are available according to their place in line to curb tendency for callers to abandon customer service.<\/li>\n<\/ul>\n<p>Once you know your baseline response time, there are tools and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service software<\/a> that you can use to give it an immediate lift. Live chat is gaining popularity with ecommerce businesses because it helps them do just that. In fact, live chat is the clear channel leader when it comes to response time, with an average response time of less than 48 seconds.<sup>6<\/sup> Live chat can help boost response time in a number of ways: by allowing support staff to run multiple chats at the same time, by providing obvious visual stimulus for support staff to cue in to immediately, and by giving businesses the ability to manage incoming support requests with AI or automation (which we\u2019ll discuss later).<\/p>\n<h3>2. Focus on solving the problem<\/h3>\n<p>For many years, the mandate for customer service across all industries was to repeatedly go \u201cabove and beyond\u201d for customers\u2014doing whatever it took to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">make a customer happy<\/a> in order to retain their loyalty.<\/p>\n<p>This usually translated into costly initiatives for businesses like refunds, credits, or free services like expedited shipping\u2014even when they weren\u2019t being requested. For small ecommerce businesses with thinner margins and smaller order volume, this can be beyond the realm of possibility.<\/p>\n<p>Luckily, a Harvard Business Review study found that even though the majority (89 of 100) of customer service leaders reported a strategy of exceeding expectations, 84% of their customers reported that their expectations were <i>not<\/i> exceeded in their most recent interaction.<sup>7<\/sup><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7091 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-146.png\" alt=\"Rating customer experience based on the service they received\" width=\"695\" height=\"397\" \/><\/p>\n<p>When customers contact a support department, they usually have one goal\u2014<i>to get their problem solved<\/i>. Whether the CEO or the support team are managing customer requests, the focus should be on doing just that. From the same Harvard Business Review study:<\/p>\n<p>\u201cWhen it comes to service, companies create loyal customers primarily by helping them solve their problems quickly and easily.\u201d<\/p>\n<p>\u201cMaking it easy\u201d is a broad statement, but the study found a number of areas that customer service functions could focus on:<\/p>\n<ul>\n<li>Limiting the number of customers having to contact the company repeatedly (or be transferred) to get their issue resolved\u2014empower support representatives to resolve customer inquiries on first contact<\/li>\n<li>Limiting the number of customers needing to repeat information\u2014keep detailed call notes in a CRM documenting previous customer interactions<\/li>\n<li>Limiting the number of customers having to switch from one service channel to another to get support (such as a customer being directed to call into a support center after failing to resolve their issue through email)<\/li>\n<\/ul>\n<p>In order to measure the success of your support interactions, there are a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/call-center-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">number of different metrics<\/a> available:<\/p>\n<h4>Customer Satisfaction Score:<\/h4>\n<p>The Customer Satisfaction Score (CSAT) is one of the most used metrics by customer service departments. It is measured by asking a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/satisfaction-survey-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">satisfaction survey question<\/a> like:<\/p>\n<p>\u201cHow would you rate your overall satisfaction with the goods\/service you received?\u201d<\/p>\n<p>CSAT usually ranges between 1 to 3, 1 to 5, or 1 to 10.<\/p>\n<h4>Net Promoter Score:<\/h4>\n<p>Net Promoter Score (NPS) is a metric to measure how likely customers are to recommend a product or service to their colleagues or friends.<\/p>\n<p>It\u2019s calculated by asking this question:<\/p>\n<p>\u201cHow likely are you to recommend this company to a friend?\u201d<\/p>\n<p>Customers rank on a scale of 0\u201310, with those who score 9 or 10 being classified as <i>Promoters<\/i>, 7 or 8 as <i>Passives<\/i>, and anyone scoring 6 or below as <i>Detractors<\/i>.<\/p>\n<h4>Customer Effort Score<\/h4>\n<p>Customer Effort Score (CES) is a metric that measures how much work customers needed to invest to get a response from your business.<\/p>\n<p>The customer effort score measures the user experience with services or products via a simple survey tool that asks customers to rate their experience.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-7092\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-134-1024x576.png\" alt=\"Different metrics to measure the success of customer support interactions\" width=\"840\" height=\"473\" \/><\/p>\n<p>There are a number of different tools out there that allow ecommerce businesses to accurately capture <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback<\/a> such as <a href=\"https:\/\/delighted.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Delighted<\/a> (for NPS), <a href=\"https:\/\/usabilla.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Usabilia<\/a> (for Customer Satisfaction or Customer Effort), or even free survey software like <a href=\"https:\/\/www.typeform.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Typeform<\/a> or <a href=\"https:\/\/www.surveymonkey.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Surveymonkey<\/a>. Make sure you have some way to measure whether your customers are actually having their needs met, and integrate those survey responses you collect into your customer service <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-plan-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">communications plan<\/a>\u2014both sharing with your team internally, as well as feeding response data into customer records for future reference.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b> Pro-tip: <\/b><\/div>\n<p>Learn more about <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer surveys<\/a>.<\/p>\n<\/div>\n<h3>3. Focus on proactivity<\/h3>\n<p>The best customer support interactions are always the ones that answer questions the customer didn\u2019t even know they had\u2014and in ecommerce customer service especially, a little proactivity can go a long way towards building loyalists for life.<\/p>\n<p>Proactively serving your customers can take a number of different forms:<\/p>\n<ul>\n<li>Monitoring support requests for trends and emerging issues can allow you to stay on top of problems as they develop and reach out to customers instead of them having to contact you.<\/li>\n<li>Often, customers won\u2019t even reach out to you at all, regardless of how unhappy they are. Be proactive and regularly see if they&#8217;re happy with the <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience<\/a>, and use those opportunities to tell them about additional products or services and ongoing promotions. This puts you in a better position to control the conversation\u2014giving you the ability to manage the number of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/inbound-calling\" target=\"_blank\" rel=\"noopener noreferrer\">inbound calls<\/a> and messages at any given time, ultimately cutting down on the total volume.<\/li>\n<li>Use an <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/automatic-call-distributor-system\/\" target=\"_blank\" rel=\"noopener noreferrer\">automatic call distributor<\/a> that\u2019ll transfer the call instantly to an available agent or the agent with the skills to answer that question best. This helps your team be more productive while optimizing the customer experience and making sure there\u2019s no dead air when the customer picks up.<\/li>\n<li>Be upfront and announce problems <i>before<\/i> customers notice. As in every ecommerce business, disruptions are inevitable. There may be shipping delays, stock problems, and customs delays\u2014instead of letting your customers discover those delays themselves and get disappointed, why not proactively reach out to them and be transparent? This way, you have an opportunity to build trust and, ultimately, loyalty for your business too.<\/li>\n<\/ul>\n<p>By using the <a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\">communication tools<\/a> at your disposal, whether it\u2019s chat, an <a href=\"https:\/\/www.ringcentral.com\/auto-dialer.html\">auto dialer<\/a>, proactive staff outreach, or business texting, you\u2019ll empower your team to reduce support volume, boost customer loyalty, and free up business resources to focus on solving the problem.<\/p>\n<h3>4. Focus on automation<\/h3>\n<p>Thanks to technology, you don\u2019t have to be a retail titan with a huge support team to stay on top of all the customer questions you get. Specifically, we\u2019re talking about <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/automated-customer-service\" target=\"_blank\" rel=\"noopener noreferrer\">automated customer service<\/a>.<\/p>\n<p>If you do it right, you can have a team of two or even one managing customer service across all your social media channels, phone lines, email inboxes, and more\u2014all at a relatively low monthly fee.<\/p>\n<p>Sound too good to be true? Welcome to the world of automation.<\/p>\n<p>By using <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/task-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">task automation<\/a> across your different support channels, you can give your customers the illusion that they\u2019re interacting with a real human being at all times, <i>while<\/i> capturing data that can<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/improve-customer-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\"> improve your customer experience<\/a> and provide more customized <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer interactions<\/a> in the future. The really cool thing here is that regardless of how you\u2019re communicating with your customer, there\u2019s probably an opportunity to automate.<\/p>\n<h4>Through chat:<\/h4>\n<ul>\n<li>Productivity and agent satisfaction decline when your team is spending too much time resolving the same issue again and again (how many times can one person answer \u201cwhere is my shipment\u201d before they lose their mind?) Identify the most frequent support flows for your business, then look into using <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/ai-chatbots-help-with-business-continuity-and-scaling-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">self-service AI chatbots and microbot solutions<\/a> that allow your customers to receive a tailored level of care without requiring a human\u2019s time and help.<\/li>\n<li>Acknowledge that chatbots won\u2019t <i>always<\/i> have the answers your customers need, and make sure there\u2019s a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/workflow-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">workflow automation<\/a> in place that\u2019ll allow chatbots to seamlessly \u201chand off\u201d chats to live agents when they hit their limits, without requiring customers to repeat themselves.<\/li>\n<\/ul>\n<h4>Through email:<\/h4>\n<ul>\n<li>Emails can be automated based on a number of triggers in the customer journey. Some examples:\n<ul>\n<li>An email containing all purchasing information when an order is placed<\/li>\n<li>An email containing tracking information when an order is shipped<\/li>\n<li>An email capturing customer sentiment after a support interaction<\/li>\n<\/ul>\n<\/li>\n<li>Email automation isn\u2019t only for outbound messages either\u2014<i>inbound<\/i> emails can be handled through automation as well. For example, automation can route your support requests to the right person or department, or auto-respond based on identified keywords or subject lines, reducing the number of manual responses that <a href=\"https:\/\/www.omnisend.com\/blog\/order-confirmation-email-automation-conversions\" target=\"_blank\" rel=\"noopener noreferrer\">need to be crafted<\/a>:<img decoding=\"async\" class=\"size-large wp-image-7093\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-201-1024x513.png\" alt=\"Basic piece order confirmation\" width=\"840\" height=\"421\" \/><\/li>\n<\/ul>\n<h4>Through text:<\/h4>\n<ul>\n<li>Text messaging support is on the rise (thanks, Millennials!). In a survey from eWeek, 52% of respondents said that they would prefer to text with a customer support rep if given the option, and an additional 52% said they would prefer to text over their current preferred method of communication.<sup>8<\/sup>Here\u2019s a cool example of how a T-shirt printing company interacts with its customers and checks up on orders\u2014by texting them!<\/li>\n<li>Text messaging support offers the same opportunity for automation as your email and live chat channels combined, with little manual intervention\u2014and better open\/response rates. In fact, the average open rate for text messages is 98%\u2014compared to 22% for email.<sup>9<\/sup> If your customers are ignoring your support responses, it might be time to reach them via text.<\/li>\n<\/ul>\n<h4>Through phone:<\/h4>\n<ul>\n<li>Automated call routing can keep communications flowing to and from customers, employees, and executives, not to mention globally dispersed workers or distribution centers.<\/li>\n<li>Manual call forwarding is a lot more challenging than it might first seem, and the sheer scale of incoming customer calls can be difficult to manage. Look for a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/find-best-phone-service-for-small-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">phone service<\/a> with advanced call routing options and <a href=\"https:\/\/www.ringcentral.com\/contact-center\/skills-based-routing.html\">skills-based routing<\/a> that\u2019ll allow managers to create rules that automatically allocate calls to the right customer rep based on their level of skill and experience\u2014giving your customers the perfect support interaction, every time.<\/li>\n<\/ul>\n<h2>To win at ecommerce customer service, you don\u2019t need to be Amazon<\/h2>\n<p>Trying to build a winning ecommerce business in the face of giants like Amazon and Walmart is daunting enough, without having to agonize over every customer support interaction coming your way\u2014and, as your business scales, those interactions are only going to increase.<\/p>\n<p>By focusing on the opportunities in this article and building a foundation using a tool that supports omnichannel customer support, you\u2019ll be able to respond to your customers faster, solve their problems sooner, and have them returning to your business again and again\u2014ensuring that while you might not be a Bezos, you\u2019ll definitely be a boss.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<div style=\"font-size: 14px;\">\n<p><sup>1<\/sup> walkersands.com\/us\/en\/blog\/wp-content\/uploads\/2018\/07\/Walker-Sands_2018-Future-of-Retail-Report.pdf<\/p>\n<p><sup>2<\/sup> statista.com\/statistics\/379046\/worldwide-retail-e-commerce-sales\/<\/p>\n<p><sup>3<\/sup> wpforms.com\/ecommerce-statistics\/<\/p>\n<p><sup>4<\/sup> loyaltylion.com\/blog\/how-important-is-ecommerce-customer-service<\/p>\n<p><sup>5<\/sup> zendesk.com\/blog\/customer-service-and-lifetime-customer-value\/<\/p>\n<p><sup>6<\/sup> acquire.io\/blog\/eight-metrics-measure-live-chat-agent-performance\/<\/p>\n<p><sup>7<\/sup> hbr.org\/2010\/07\/stop-trying-to-delight-your-customers<\/p>\n<p><sup>8<\/sup> eweek.com\/networking\/consumers-like-using-text-messages-to-solve-customer-service-issues<\/p>\n<p><sup>9<\/sup> gigaom.com\/2015\/01\/18\/why-sms-is-the-new-channel-for-customer-support\/<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>For ecommerce businesses, providing great customer service is live or die. In a world full of Amazons (okay, just one, but one is enough), giving customers a fantastic product alone isn\u2019t enough. Ecommerce businesses that go above and beyond in providing a fantastic experience are creating more than customers. They\u2019re building customer retention. Even with &#8230;<\/p>\n","protected":false},"author":29,"featured_media":43258,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,4],"tags":[743,15541,18310,18311,18312],"class_list":["post-42525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-customer-experience","tag-customer-experience","tag-cx","tag-e-commerce-customer-service","tag-ecomm","tag-ecommerce-customer-service"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 critical focus areas for improving ecommerce customer service | RingCentral<\/title>\n<meta name=\"description\" content=\"In a world of Amazons, ecommerce businesses need to deliver incredible customer support, every time. Here are four areas you can focus on to improve yours.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/ecommerce-customer-service\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 critical focus areas for improving ecommerce customer service\" \/>\n<meta property=\"og:description\" content=\"In a world of Amazons, ecommerce businesses need to deliver incredible customer support, every time. Here are four areas you can focus on to improve yours.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/ecommerce-customer-service\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-01T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-03T02:56:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"RingCentral Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/ecommerce-customer-service\/\"},\"author\":{\"name\":\"RingCentral Team\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358\"},\"headline\":\"4 critical focus areas for improving ecommerce customer service\",\"datePublished\":\"2020-06-01T00:00:00+00:00\",\"dateModified\":\"2025-04-03T02:56:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/ecommerce-customer-service\/\"},\"wordCount\":2782,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg\",\"keywords\":[\"customer experience\",\"CX\",\"e-commerce customer service\",\"ecomm\",\"ecommerce customer service\"],\"articleSection\":[\"Business &amp; leadership\",\"Customer &amp; employee experience\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"\/us\/en\/blog\/ecommerce-customer-service\/\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/\",\"name\":\"4 critical focus areas for improving ecommerce customer service | RingCentral\",\"isPartOf\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg\",\"datePublished\":\"2020-06-01T00:00:00+00:00\",\"dateModified\":\"2025-04-03T02:56:04+00:00\",\"description\":\"In a world of Amazons, ecommerce businesses need to deliver incredible customer support, every time. Here are four areas you can focus on to improve yours.\",\"breadcrumb\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage\",\"url\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg\",\"contentUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg\",\"width\":930,\"height\":700,\"caption\":\"ecommerce maker\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"\/us\/en\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"4 critical focus areas for improving ecommerce customer service\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"name\":\"RingCentral Blog\",\"description\":\"Intelligent Communications\",\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\",\"name\":\"RingCentral\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\",\"url\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"contentUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"width\":2048,\"height\":309,\"caption\":\"RingCentral\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ringcentral\",\"https:\/\/x.com\/ringcentral\",\"https:\/\/www.linkedin.com\/company\/ringcentral\/\",\"https:\/\/www.instagram.com\/ringcentral\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358\",\"name\":\"RingCentral Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\",\"caption\":\"RingCentral Team\"},\"sameAs\":[\"https:\/\/www.ringcentral.com\"],\"url\":\"\/us\/en\/blog\/author\/ringcentral-team\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"4 critical focus areas for improving ecommerce customer service | RingCentral","description":"In a world of Amazons, ecommerce businesses need to deliver incredible customer support, every time. Here are four areas you can focus on to improve yours.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/us\/en\/blog\/ecommerce-customer-service\/","og_locale":"en_US","og_type":"article","og_title":"4 critical focus areas for improving ecommerce customer service","og_description":"In a world of Amazons, ecommerce businesses need to deliver incredible customer support, every time. Here are four areas you can focus on to improve yours.","og_url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/ecommerce-customer-service\/","og_site_name":"RingCentral Blog","article_publisher":"https:\/\/www.facebook.com\/ringcentral","article_published_time":"2020-06-01T00:00:00+00:00","article_modified_time":"2025-04-03T02:56:04+00:00","og_image":[{"width":930,"height":700,"url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg","type":"image\/jpeg"}],"author":"RingCentral Team","twitter_card":"summary_large_image","twitter_creator":"@ringcentral","twitter_site":"@ringcentral","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"14 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#article","isPartOf":{"@id":"\/us\/en\/blog\/ecommerce-customer-service\/"},"author":{"name":"RingCentral Team","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358"},"headline":"4 critical focus areas for improving ecommerce customer service","datePublished":"2020-06-01T00:00:00+00:00","dateModified":"2025-04-03T02:56:04+00:00","mainEntityOfPage":{"@id":"\/us\/en\/blog\/ecommerce-customer-service\/"},"wordCount":2782,"publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage"},"thumbnailUrl":"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg","keywords":["customer experience","CX","e-commerce customer service","ecomm","ecommerce customer service"],"articleSection":["Business &amp; leadership","Customer &amp; employee experience"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"\/us\/en\/blog\/ecommerce-customer-service\/","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/","name":"4 critical focus areas for improving ecommerce customer service | RingCentral","isPartOf":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage"},"thumbnailUrl":"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg","datePublished":"2020-06-01T00:00:00+00:00","dateModified":"2025-04-03T02:56:04+00:00","description":"In a world of Amazons, ecommerce businesses need to deliver incredible customer support, every time. Here are four areas you can focus on to improve yours.","breadcrumb":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#primaryimage","url":"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg","contentUrl":"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg","width":930,"height":700,"caption":"ecommerce maker"},{"@type":"BreadcrumbList","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/ecommerce-customer-service\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"\/us\/en\/blog\/"},{"@type":"ListItem","position":2,"name":"4 critical focus areas for improving ecommerce customer service"}]},{"@type":"WebSite","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","name":"RingCentral Blog","description":"Intelligent Communications","publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization","name":"RingCentral","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/","url":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","contentUrl":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","width":2048,"height":309,"caption":"RingCentral"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ringcentral","https:\/\/x.com\/ringcentral","https:\/\/www.linkedin.com\/company\/ringcentral\/","https:\/\/www.instagram.com\/ringcentral"]},{"@type":"Person","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358","name":"RingCentral Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g","caption":"RingCentral Team"},"sameAs":["https:\/\/www.ringcentral.com"],"url":"\/us\/en\/blog\/author\/ringcentral-team\/"}]}},"rc_img_url":"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/Retail-maker.jpg","rcblog_by_author":"<a href=\"\/us\/en\/blog\/author\/ringcentral-team\/amp\" data-dl-events-click=\"true\" data-dl-element=\"link\"><span class=\"image\"><img src=\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\" alt=\"\" width=\"30\" height=\"30\" layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">RingCentral Team<\/span><\/a>","rc_author_full_name":"RingCentral Team","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2022\/02\/ringcentral-logo-new.png","rc_author_link":"\/us\/en\/blog\/author\/ringcentral-team\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/trending\/business-leadership\/amp\">Business &amp; leadership<\/a><a href=\"\/us\/en\/blog\/category\/trending\/customer-experience\/amp\">, Customer &amp; employee experience<\/a>","amp_link":"\/us\/en\/blog\/ecommerce-customer-service\/amp","excerpt_title":"4 critical focus areas for improving ecommerce customer s...","_links":{"self":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/42525","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/comments?post=42525"}],"version-history":[{"count":0,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/42525\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media\/43258"}],"wp:attachment":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media?parent=42525"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/categories?post=42525"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/tags?post=42525"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}