Good customer service sells. This insight has long been proven true in the eCommerce industry – and it is more relevant today than ever.
Customer service not only determines whether a customer buys again, but often whether they order for the first time at all. Despite this, support is still treated rather neglected in many companies – as a necessary evil instead of a central pillar for sustainable growth. A look behind the scenes at a wide range of retail companies shows that support teams deliver top performance on a daily basis, but often work in a state of organizational chaos: Emails, marketplace messages and phone notes on various platforms lead to frictional losses – and missed sales. Because every unanswered inquiry is a missed sales opportunity.
Customer service 2025: more than just damage limitation
The role of customer service has changed massively. Today, it is no longer a “cost block”, but a lever for growth. Studies show that 78% of customers switch to the competition if they have a bad service experience. On the other hand, satisfied customers spend up to 15% more – and return more often.
Expectations are high:
- 42% expect an answer within an hour, regardless of whether it is in the evening or at the weekend.
- 93% will buy again if their problem is solved on the first Contact.
- Even a few hours’ delay can lead to the purchase being canceled.
The most common customer service weaknesses in everyday life
Many companies start with pragmatic solutions such as a shared Outlook mailbox or a simple chat tool. But as soon as the volume of inquiries increases, structural weaknesses become apparent:
- Lack of overview: Who processed which request? Where is the history?
- Long response times: Especially at peak times like Christmas, processes come to a standstill.
- Duplication of work: Several team members answer the same request in parallel.
- No measurability: Without key figures such as first contact resolution or response time, there is no basis for targeted optimization.
The result: overstretched teams and frustrated customers.
Success factors for excellent support
Outstanding customer service is not a product of chance. It is based on well thought-out processes, suitable tools and an empathetic approach to customers. Successful retailers rely on:
Convincing figures
An online store with 3,000 orders per month quickly receives 1,500 to 2,500 support requests. At an average of €7 per ticket, support costs add up to around €60,000 per year – conservatively calculated. With automated workflows and structured processes, 30-60% of standard requests can be reduced. This not only saves money, but also speeds up processing – with a direct impact on conversion and customer loyalty.
Conclusion: Customer service increases sales
Whether you sell through your own store or do the majority of your business through marketplaces, customer service affects both conversion and ranking on platforms like Amazon, which rigorously evaluate response time and resolution rate.
Therefore:
- Customer service is not a compulsory task, but a strategic lever for growth.
- Clear processes, standardized tools and measurable key figures are the key.
- Investing in your support team prevents overload and boosts sales in the long term.
Fancy more insights?
This article only shows a part of the potential. The white paper “Customer service as a sales driver” contains detailed benchmarks, best practices and specific measures for optimizing support.
