/ The success behind Coolblue's customer service
Alexander Wijninga
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3 min
Coolblue has received plenty of awards for its good customer service over the years. They have a Net Promoter Score of no less than +63 - the webshop average sits at +7. With Coolblue's strategy they have doubled their turnover every year for ten years in a row. Coolblue is clearly doing something right, but what is the secret behind these thundering results? In this article you can read the secrets behind Coolblue's success and how you apply this strategy too.
Over the past ten years Coolblue's strategy has produced an annual doubling in turnover. By safeguarding the quality of their customer service, they know how to turn their customers into loyal ambassadors. That pays off, because acquiring a new customer is 5 to 25 times more expensive than retaining an existing one. But what is Coolblue's service strategy? Below you can read the golden formula for success.
Good online service brings you more orders, and the other way round. Research by Forrester shows that 53 percent of customers abandon their full shopping basket when they do not find an answer to their question online fast enough. Coolblue responds to this well by offering a large amount of product information. Not only do they have an extensive FAQ database, they also write blogs about using particular products. By supplying every customer with an answer quickly, Coolblue sees the orders mount up.
Maintaining a fast, high-quality customer service is a challenge. Above you read what the importance of a good online service is, but how do you assure your webshop of it? To deal with your customers online at all times, successful companies use chatbots. A chatbot stands ready 24/7 for your customers and helps them quickly find the right answer. Because a chatbot can deal with as many as 100 customers at once, you deliver a good online service at scale.
Coolblue takes the time for every customer. Even with the smallest orders Coolblue stands ready with fitting advice. This may not pay off straight away, but when the customer comes back to buy his or her washing machine the goal has been reached: from one-off customer to loyal ambassador.
As Coolblue themselves say, they do ‘anything for a smile’. This comes through in every communication: Coolblue clearly carries humour through in their online communication. A witty response on social media or a funny note with your order; Coolblue knows how to conjure a smile onto their customer's face.
Coolblue's unique social media messages have become a hallmark of the company. Make sure your webshop is active on social media too and share your tone of voice with your followers. This gives your customers a personal feeling about your webshop and they know straight away what you stand for.
Another way of showing personal attention to your customers is by greeting them on arrival, for example, as in a real shop. A chatbot can help you with this. The digital employee greets the customer when they open the webshop and is even able to recognise the visitor by name from the second visit onwards. Give your service a personal touch and see your orders grow too.
Where Coolblue previously sold more than 240 different kinds of power bank, they have gone back to 40. The clean-up of their range produces more clarity for Coolblue's customers. Enough choice, but not too much, is therefore what matters. Not only are the customers supplied with more clarity, the logistics also run a good deal more smoothly.
By supporting your customers in making a purchase, they are more inclined to buy a product. A chatbot on your webshop does this by offering relevant product information to your customers. This way your customers are guided through your webshop's wide range and you raise your sales figures.
The formula for success for a golden webshop varies for every entrepreneur, but customer service is an important ingredient for every company. By offering a fast and personal service, you can be sure your customers feel seen. Want to discover how Watermelon works yourself? Try it yourself and create a free account.
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