What do online shoppers contact support about?
| Contact reason | How to handle it | How to reduce it |
|---|---|---|
| Where is my order? | Tracking lookup, carrier follow-up, reshipment rules | Proactive shipping emails and a tracking page |
| Returns and refunds | Policy check, return label, refund status | Clear returns page and self-service portal |
| Product questions | Sizing, compatibility, availability | Better product pages and size guides |
| Payment problems | Failed payments, duplicate charges, discount codes | Clear checkout errors and code rules |
| Damaged or wrong items | Photo evidence, replacement or refund | Packaging and picking checks |
How should you prepare for Black Friday and the holidays?
- Forecast contacts from last year's peak and this year's order plan, by day and hour
- Recruit and train extra agents weeks before the peak, not during it
- Prepare macros for promotion rules, shipping cut-off dates and stock issues
- Agree temporary refund and goodwill limits so agents can resolve issues in one contact
- Plan for the post-peak wave: delivery problems and returns arrive in January
What should agents be allowed to do?
Fast resolution depends on clear authority. Define which actions agents can take without approval, such as reshipping a lost order, issuing a refund up to a set amount, adding a discount or cancelling an order before dispatch, and which need sign-off. Review the limits after the first month with real cases.
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Which tools does the team need?
- Helpdesk with order data shown next to each conversation
- Read access to the store admin and order management, with restricted permissions
- Carrier tracking portals and contacts for escalations
- Payment provider dashboard for refund status, without full card data
- Saved replies that are reviewed whenever policies change
Which metrics matter for e-commerce support?
- First response time on chat and email, especially during campaigns
- Resolution in one contact for order and return questions
- CSAT after resolution
- Contacts per 100 orders: the clearest sign that the experience is improving
- Refund and goodwill spend per order, to keep generosity deliberate
How can support increase revenue?
Pre-purchase chat converts hesitant shoppers, and good service after a problem brings customers back. Tag sales-related chats, track orders influenced by support, and share the top questions shoppers ask with your product and merchandising teams; they show exactly where the store loses people.