Customer Support can be directly correlated to your chargeback rate. This is easily trackable and can be optimized.
Bad customer experience motivates people to find help elsewhere.
If customers feel they aren’t heard and aren’t really helped, they are more likely to go to their bank for a refund regardless of the store policy or terms of service. These cases cost significant time and money to resolve that could be avoidable by fine-tuning your customer support processes.
Review these tips for ideas on how to build good customer support to prevent a spike, or even reduce, your chargeback rate.
To begin, understand how often this plays a role in your company. Your chargeback responder should record when a chargeback was either caused by poor customer support or could have been prevented had there been better support in place. Note: you must train this individual on how to isolate and analyze these cases.
Once you see how often this happens, you can dig into the specific cases and develop your own unique strategy. The following tips are ideas on where to get started in building a good customer experience. They can be used to create a more sophisticated strategy that works for you.
Clear product details should be easily available
- Allow customers to self-monitor their order status. Shipping a product? Make the tracking number available.
- Send auto-emails to update the customer as order status progresses. If status becomes delayed, consider sending another follow-up email. Explain the process around the delay and set new expectations.
Encourage good communication
- Help customers understand order details and what they should expect.
- Understand macro-events that could cause spikes in chargebacks, then be proactive in building your communications to the customer around the events. Chinese New Year means products shipped from China will be delayed, explain this proactively.
- Notify customers of changes that could impact their order. A snowstorm in China stopped order shipments from major manufacturers for weeks in early 2017. Any customer who disputed late items would have won the chargeback. Setting new expectations via a status update for the order can prevent chargebacks and also act as evidence in a chargeback response to boost your likelihood of winning.
Clear Customer Support policies
- Reduce friction by having clearly indicated and easy to find Cancellation & Return refund policies. Make sure your team fully understands them.
- Even more important than public policies around refunds is the manner in which they are explained to customers. If you cannot immediately refund, instead specifically outline the exact process you take when these edge cases occur. This alone can assuage anger by ensuring the customer that you understand the situation, there is a process in place, and you have initiated a path to action.
- Allow exceptions. Not all cases are the same and it is important to have someone in the customer support chain that can decide when an order should be refunded outside of policy. It is cheaper to refund than it is to lose a chargeback.
Fraud Prevention is not a siloed department. By analyzing why chargebacks are filed, you can dig into other departments to find ways to reduce loss to chargebacks and build an overall more attractive company. Customer support can very directly cause fluctuations in your chargeback rate and can be easily monitored with the right tools in place. While these are just a few tips on how to improve customer support to mitigate loss in the future, every company should have its own unique strategy. Build your strategy by reviewing your chargebacks and isolating ways in which your team could have improved its customer communications.
Check out the Chargeback & Fraud Prevention Series Overview for more articles.