Comprehensive customer service. How to determine the needs of a potential customer in e-commerce?
Fulfillment Dla biznesu
7 May 2025
Competition in e-commerce is fierce and winning a customer does not yet mean success. Whether they decide to make a purchase and come back for more depends on many factors. The offer, service, quality of communication and convenience of the shopping experience, among others, all count. How do you determine the needs of potential customers and what do they actually expect from an online shop?
Comprehensive customer service - what does it mean in e-commerce?
Customer service is a holistic approach to the shopping experience - from the moment the customer enters the site, through the finalisation of the transaction to delivery and eventual return. In traditional sales, the salesperson dispels doubts on the spot. In contrast, technological solutions and automation are much more important in e-commerce . Customers expect a simple purchasing process and a guarantee of safe delivery.
Users also want to keep track of their parcel and need to be sure that it will arrive according to the declared time. The InPost service deserves a special mention in this respect. Fulfillment , guaranteeing express order processing . It is based, among other things, on a transparent system of same-day dispatch for orders placed by 20:00.
A comprehensive service also means optimising logistics processes. The InPost Fulfillment service offers warehousing solutions that allow retailers to focus on business development instead of managing orders and shipping. A company using such a service can therefore reduce its operating costs and its customers receive a faster and more predictable service.
How do you identify customer needs and tailor your offer?
You should start by identifying the needs of your customers by analysing their behaviour on the website. Monitoring the time spent on individual sub-pages, purchase paths and abandoned baskets are just some of the data identifying specific barriers to the completion of a transaction .
Tailoring the offer also means flexibility in terms of logistics . Customers expect convenient delivery methods - not only by courier, but also the possibility of collecting by Parcel Machine®. Just take a look at the Gemius E-commerce in Poland report of 2024 [1] where as many as 81% of those surveyed indicate that they opt for vending machine delivery. Of this group of people 88% choose the popular Parcel Machine® InPost .
Among the needs of customers, it is worth mentioning the expectations regarding the speed of order fulfilment. According to the aforementioned report, as many as 91% of respondents would like to receive their order within 12 hours. In order to meet these demands, e-stores have to invest considerable amounts in optimisation of warehouse processes or simply benefit from solutions offered by experienced experts , or InPost Fulfillment.
Customer expectations of an online shop - what to look out for?
The modern consumer is highly demanding. They are no longer only guided by price, but also by the convenience of their purchases, the speed of delivery and the level of service. Customers do not have time for complicated navigation and long forms on websites . Every additional step in the purchasing process increases the risk of cart abandonment. This is why UX (user experience) optimisation is an absolute must.
Another important element is simple return procedures . Everyone expects to be able to return a product quickly and conveniently without additional formalities in the event of dissatisfaction. The automation of this process and the possibility of returning via Parcelkomat® are solutions that are available as standard in the InPost Fulfillment service.
How to improve customer service and increase loyalty?
Winning a customer is one thing, but retaining them is another matter entirely. Loyalty depends on a number of factors - from the quality of service, the speed of order fulfilment to the ability to personalise the offer. An important issue is personalised communication, i.e. automatic notification of order status , product recommendations based on previous purchases and unique offers for regular customers .
Loyalty programmes are also an important element. Discount schemes, offers for returning customers and even points programmes are effective ways to increased interest in repeat purchases . It is also worth implementing mechanisms to collect feedback. The easiest way to do this is by asking for reviews after a purchase has been made and through satisfaction surveys in the form of a short score.
No less important is efficient logistics, which is mainly based on the speed of order fulfilment and the quality of delivery. InPost Fulfillment offers a comprehensive customer service that simply relieves companies by simplifying logistics processes and reducing lead times .
Efficient customer service in e-commerce is a great way to stand out from the competition . The right fit for purpose and building long-term relationships generates increased sales. Do you want your shop logistics to work even more efficiently? Find out how InPost Fulfillment can help you optimise your processes and make your business work better!
[1] Gemius. Raport E-commerce 2024 . Available at: https://gemius.com/documents/66/RAPORT_E-COMMERCE_2024.pdf
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