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TJ’s Top Advice: 

• As a leader, foster openness and creativity by encouraging team members to regularly share their ideas.
• Tell your customers when you update a product. Including them in the conversation can build trust and bring about valuable feedback.
• Treat your customers as your stakeholders. They are the driving force behind your brand and deserve to have their voices heard.
• Leadership entails continuous learning from your team, customers, and the industry at large.

Everybody wants to skip to the answers, but for TJ Balo, there is more joy to be found in the learning. Since 2014, TJ has been the Head of Customer Relations and Marketing at Andrea Iyamah, a fashion line founded in 2011 by Nigerian designer Andrea Dumebi Iyamah. From Toronto, TJ leads a group of customer service reps from around the world, including New York and Nigeria, teaching them the ins and outs of customer service operations, logistics, and lingo.

Encouraging out-of-the-box ideas

Brainstorming is one of the most exciting parts of the job for TJ, who’s always finding ways to improve the customer experience. When his team gets together, there is no wrong answer. TJ encourages his staff to think outside the box. Whether it’s a bold social media marketing play or a never-before-done collection, he wants to hear it all.

“I always want them to bring new concepts and ideas to the table. I think that for success, it's not about the implementation. It's about what you’re thinking,” he says. 

The vulnerability to share out-of-the-box ideas allows his team to create a playground where creativity is the only goal. It’s where every idea has a chance to shine when the time is right, whether it’s in a month or in the next year. All TJ asks is for every person to be fearless and confident: “Let your presence be known. The minute I can identify you, that's when I know that you're doing something right and I'm doing something right.”

Including customers in the conversation

Online businesses, especially fashion brands, are no strangers to the challenge of meeting customer expectations. Sometimes colors don’t appear the same way on a screen as they do in person. Other times, sizes may run a smidge too loose or snug. Regardless of the issue, “it’s about consistent communication first,” TJ says. 

How can you show up for the customer and show them they matter? For TJ’s team, customer satisfaction is their guiding light. They always remember to throw in an incentive for customers, whether it’s a refund, discount, or replacement.

TJ pays the same heed to internal feedback. His team’s opinion takes precedence before a product is released. They answer questions like, “What’s missing?” “Does it translate well to different body types?” People naturally gravitate towards good products, and TJ wants to hit that mark as closely as possible the first time around.

When mishaps occur, broadcasting the solution to their customer base is imperative. “I think that that's one step a lot of fashion and retail brands miss. They take the feedback in, and they come out with a new or better product, but the customer doesn't know because they don't communicate that message to them to say, ‘We took this in from you, we have this new version out, come and try it again,” he says. 

Treating customers as stakeholders

Peruse Andrea Iyamah’s Pinterest and their inspirations draw from a cornucopia of African cultures, stories, and experiences. Traditional details can be found in every piece, from a modern sleeveless dress in the recognizable silhouette of a Kaftan to jumpsuits adorned with sculptural pleats similar to those found on a Gele. The room to innovate is boundless, especially with their Treasures.

Treasures, the term of endearment for their customers, are the backbone of Andrea Iyamah. Without the support and feedback of their Treasures, the brand would not have crossed international borders, dressing icons like Michelle Obama, Gabrielle Union, Ciara, and Kate Hudson.

‎“We treat our customers as our stakeholders. We believe they’re the driving force of the brand and its vision, hence our goal to make them feel valued and appreciated,” TJ emphasizes.

On Instagram, they spotlight their Treasures’ voices with Instagram carousels of rave reviews on Twitter. One Treasure confidently states, “Andrea Iyamah never misses… I swear.”

“You have to take in every single detail. That is where the brand meets the stakeholder. That's where they both come together. I never give credit to just either or. They both come together to create and to curate this amazing masterpiece.” —TJ Balo on handling custom orders

Continuous learning is vital to leadership

For a business that’s been operating for over a decade, you could say Andrea Iyamah has accomplished everything. But for TJ, the learning never stops. “Research and ensuring that you're actually taking in that research is the genesis of staying on the cutting edge.” 

He recognizes that they aren’t the first to do it in their industry, that there are countless other companies making great strides. Nonetheless, he wants to be the best to do it. “As we grow, as a business, as a brand, as a company, even just as a team generally, I want to be a reflection of what I would like from my team. You can never know it all. Continuous learning is also leadership.”

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Consumers are increasingly multi-screen and multi-channel. From desktop to mobile to tablet, they interact with businesses through Instagram DMs, Facebook Messenger, emails, support chat, and even phone calls. 

Though omnichannel customer service lays a valuable foundation, communicating effectively as a brand involves weaving marketing, sales, and customer service into a cohesive omnichannel communication strategy. 

An omnichannel communication approach makes it easier to talk to customers in a personal way, helping drive sales and keep customers loyal. 

This article explores how centralizing communications offers your team — from marketing and sales reps to support staff — the tools and insights they need for a consistent customer experience. 

By doing so, you don’t just react to customer needs; you anticipate them, opening avenues for proactive engagements that positively impact both relationships and revenue.

Omnichannel communication: an overview

Omnichannel communication is a customer-centric approach that integrates different methods of communication and business channels into a unified, seamless experience for prospective and existing customers.

Omnichannel communication goes beyond just offering multiple avenues for customer interaction; it creates a seamless and integrated experience across all touchpoints. 

How omnichannel works

Omnichannel communication focuses on three key facets—data unification, fluidity of customer interactions, and data-driven insights. By focusing on these key tenets, omnichannel communication moves beyond being a buzzword to a strategic approach that places the customer at the center of your business operations. This strategy allows retailers to deliver an experience that is consistent, contextually relevant, and highly personalized.

Data unification

Centralizing customer data from various digital channels like email, social media, and in-store interactions enables a more consistent and personalized experience. Also, it serves as the foundation for customer profiles. These profiles are critical for delivering targeted offers, rewards, and personalized service to shoppers.

Fluidity of customer interactions

Customers don’t experience channels; they experience your brand. They want to transition effortlessly between online chats, phone calls, and physical visits and have a conversation pick up right where it left off. This seamlessness is particularly beneficial for ecommerce retailers, who can use these channels to provide real-time updates such as stock availability or order status, enhancing customer satisfaction and reducing friction.

Data-driven insights 

Turn data into actionable insights. By analyzing integrated data across platforms, you can discern valuable patterns in customer behavior and preferences, allowing you to continuously refine your marketing strategies and improve the overall shopping experience.

Omnichannel communication moves beyond being a buzzword to a strategic approach that places the customer at the center of your business operations.

Omnichannel communication in action

While the concept sounds promising, how does it manifest for a single brand?

Graza excels at omnichannel communication, offering its customers a seamless and enriched experience across various touchpoints. 

Using Gorgias Live Chat, they provide real-time customer support, resolving queries when customer service reps are online. As an alternative, their customer service email channel serves as both a satisfaction tool and a means for personalized marketing, sending targeted offers. 

On social media platforms — like Facebook, Twitter, and Instagram — they respond to customer inquiries and engage the community with educational content about their single-origin olive oils. 

This multi-layered approach ensures that every interaction is not just a transaction but an opportunity to deepen the relationship. The outcome is higher customer satisfaction and increased brand loyalty, leading to repeat purchases and a more robust bottom line.

Omnichannel communication vs. multichannel communication

We’re in a platform renaissance: retailers now have many ways to connect with customers. 

However, not all channel strategies are created equal. Understanding the differences between omnichannel and multichannel approaches is critical to developing a communication plan that meets customer expectations. 

Data integration sets omnichannel apart

Both omnichannel and multichannel strategies use multiple channels for customer engagement. Omnichannel takes it a step further by integrating data across these platforms. This provides cohesive and personalized customer experiences, rather than fragmented interactions that are often the result of multichannel approaches.

Customer continuity is a hallmark of omnichannel

An omnichannel strategy focuses on offering a seamless customer experience across all touchpoints, whereas multichannel often treats each channel as an isolated silo. This can result in a disjointed and less satisfying journey for customers who hop from one channel to another, asking the same question to different customer service reps.

Instant communication and real-time interaction

Omnichannel doesn’t just collect data; it leverages real-time analytics. This level of insight can drive data-driven decision-making, which is generally absent in multichannel strategies. This makes multichannel less effective for optimizing customer engagement and marketing efforts.

More tech setup for better communication

To make an omnichannel strategy work, you need strong tech systems that bring together data and tasks from different channels. While this may cost more at first compared to simpler multichannel setups, the benefit is happier customers and smoother day-to-day running of your business.

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Different channels to focus on

In the retail landscape, multiple channels connect your brand and your customers. To harness the full power of an omnichannel strategy, you need to focus on integrating different types of customer service and specific channels that offer different advantages for customer engagement. 

Selecting the right mix of channels allows you to meet your customers where they are and offer them a consistent and seamless brand experience. Keep in mind that different communication channels have different customer expectations. According to data collected by Gorgias from over 12,000 ecommerce brands, here are the average response times for different communication channels:

Email

• Below average: 1 day
• Average:12 - 24 hours
• Above average: Under 4 hours
• Stellar: Under 1 hour

Social media

• Below average: 1 day
• Average:12 - 24 hours
• Above average: Under 4 hours
• Stellar: Under 15 minutes

SMS

• Below average: 1 hour
• Average: 10 minutes
• Above average: Under 5 minutes
• Stellar: Under 1 minute

Live chat

• Below average: 1 hour
• Average: 10 minutes
• Above average: Under 5 minutes
• Stellar: Under 1 minute

With that in mind, here are some channels to consider including in your own omnichannel communications strategy:

Email

Email remains a powerful tool for businesses to speak to customers, allowing for targeted marketing campaigns tailored to specific customer segments. Personalized follow-up emails are also critical for nurturing long-term customer relationships and encouraging repeat purchases.

SMS

SMS is an increasingly effective channel for businesses, offering real-time customer engagement. Targeted SMS campaigns can reach specific customer groups with timely offers and updates, while personalized follow-up messages help sustain long-term relationships and promote repeat business.

Social media

Platforms like Facebook and Instagram facilitate immediate customer engagement and provide a wealth of data on customer preferences and behavior. This data can be integrated into your larger omnichannel strategy to refine marketing campaigns and product offerings.

Live chat

Live chat offers real-time, on-site customer support, which can drastically improve conversion rates. Resolving customer queries and concerns in real time removes barriers to purchase and enhances customer satisfaction.

Mobile app

A dedicated mobile app can be a hub for personalized promotions and a streamlined shopping experience. A well-designed app can significantly boost customer engagement, build loyalty, and even integrate with your in-store experiences.

In-store experience

Physical stores are not just about sales; they offer tactile and immediate experiences that are challenging to replicate online. They also provide opportunities for cross-promotion with online channels, making a thoughtful in-store experience a vital part of a cohesive omnichannel strategy.

Phone support

Even in the digital age, phone support retains its value. According to a report, 43% of consumers favor non-digital customer service methods, such as in-person consultations or phone calls. Many customers prefer the immediacy and personal touch of voice support, especially for resolving complex queries or deciding about high-ticket items.

The impact that an omnichannel strategy can have on your company

Implementing an omnichannel strategy has far-reaching implications for your business, affecting everything from customer engagement to your bottom line. Here, we delve into how this integrated approach can drive revenue, increase customer loyalty, and offer other pivotal advantages for your ecommerce business.

Boost brand awareness and reach

A solid omnichannel strategy amplifies brand awareness by offering unified messaging across all customer touchpoints, whether social media, email, or in-store interactions. 

This consistency strengthens brand recognition and facilitates customer engagement as they know what to expect from your brand. This multi-pronged strategy, leveraging both digital and traditional channels, ensures you’re where your customers are.

Parade, an undergarment brand committed to comfort and inclusivity, maintains a solid social media presence that includes customer support on platforms like Instagram and Facebook. Using Gorgias tools, Parade offers customers a seamless omnichannel communication experience.

Drive more revenue

Omnichannel communication isn’t just about convenience — it’s a revenue multiplier. Customers who feel understood and valued across all touchpoints are more likely to become repeat buyers. This is achieved by harnessing data for personalization and ensuring consistent, real-time communication. Here’s how:

• Personalized offers. Tailoring offers to individual customer behavior increases both engagement and spending. 
• Seamless interaction. Providing consistent and timely responses across channels boosts customer trust and satisfaction, further fueling revenue growth. 
• Real-time updates. Immediate inventory updates across platforms prevent stock-out situations, safeguarding potential sales. 

Increase customer loyalty and satisfaction

Earning customer loyalty is about creating brand advocates through consistently exceeding expectations. Exceeding expectations across all channels fosters a sense of reliability and trust in your brand. Here’s how:

• Brand credibility. By delivering a consistent and high-quality experience across all touchpoints, your brand becomes a trusted name that customers gravitate back to.
• Immediate support. Real-time support minimizes customer wait times and leads to higher satisfaction and positive reviews. 
• Enhanced loyalty programs. Managing loyalty programs with unified data allows tailored rewards based on individual customer behavior, increasing lifetime value. 

Bychari boosts brand trust through omnichannel communication

BYCHARI is a luxury jewelry brand established in 2012, known for its unique and modern handmade pieces designed for women who desire luxury while appreciating simplicity. The brand excels in omnichannel communication, offering a variety of customer touchpoints, including a contact form, live chat powered by Gorgias, calls, and emails. 

To empower customers 24/7, especially when live support is unavailable, BYCHARI also provides self-service options like comprehensive FAQs, and uses Gorgias Flows to automate tasks such as order tracking and management.

Optimize marketing efficiency

Centralized data and analytics make your marketing campaigns smarter and more efficient. When you understand your customers’ behaviors and preference across channels, your targeting becomes dynamic and your messaging more personalized. Here’s how:

• Clearer ROI tracking. Aggregating data from multiple channels into one dashboard sharpens your view of ROI, enabling quicker strategy adjustments. 
• Channel-specific insights. Detailed analytics help pinpoint which channels are driving customer conversion and engagement more effectively.  
• Efficient personalization. Using cross-channel data, both customer service and marketing teams can tailor their interactions, saving time while boosting customer engagement. 

Enhance customer data analysis

A holistic view of customer data from multiple touchpoints uncovers insights that can drive quick, informed decisions. This rich data not only refines marketing efforts but also helps product teams tailor their offerings. Here’s how: 

• Actionable insights. Integrated analytics convert behavioral patterns into actionable tactics for sales and marketing adjustments. 
• Improved customer segmentation. Comprehensive data allows for more precise customer categorization, enabling highly targeted campaigns. 
• Maximized impact. This granular level of data enhances the effectiveness of each customer interaction, contributing to long-term business success. 

How to create an omnichannel communication strategy

An omnichannel communication strategy can transform customer engagement and drive meaningful business results. This section will guide you through the essential steps for crafting a practical omnichannel approach that aligns with your retail goals.

1) Measure engagement across channels

Understanding your customer’s journey begins with measuring engagement across multiple channels. Use analytics tools to capture key metrics such as click-through rates and time spent on various pages, providing a quantitative foundation for your omnichannel communication strategy. By comparing these performance metrics, you gain insights into which channels are most effective in capturing and holding customer attention.

While these analytics can offer a comprehensive view of customer activity on marketing platforms, don’t overlook support channels. Platforms like Gorgias can measure engagement metrics within customer support, supplementing your overall data collection. Gorgias Support Performance serves as a control center for tracking key metrics such as ticket volume and agent activity, offering actionable insights to improve customer experience and measure engagement across various platforms.

Combining this support data with your broader analytics will provide a fuller understanding of customer engagement, equipping you to refine your omnichannel strategy.

2) Focus on brand voice and values in employee training

Employee training ensures that your omnichannel communication strategy reflects your brand’s voice and values. Developing a robust employee training program can instill these crucial elements in all customer-facing personnel, setting the stage for consistent brand representation. Real-life scenarios can serve as effective teaching tools, guiding employees on maintaining branding consistency during interactions, whether via email, social media, or SMS.

Given that companies evolve, your training materials must keep pace with any shifts in brand messaging or objectives. Regular updates to these resources can help your support team adapt to changes and continue to offer an aligned and cohesive customer experience across all touch points. 

Don’t miss our article on customer service training, which provides 15 valuable activities your team can try to improve customer interactions.

3) Centralize customer data

When creating an effective omnichannel communication strategy, the importance of centralizing customer data can’t be overstated. A CRM system aggregating customer information from various touch points into one database is invaluable. It brings together disparate data and provides an integrated view of customer interactions, helping your team make data-driven decisions.

To realize the full potential of this centralized approach, ensure your CRM seamlessly integrates with all communication channels your company uses, enabling real-time data updates. Data from customer support platforms like Gorgias can then be merged with the information in your CRM, enhancing the quality and depth of the customer profiles that drive your omnichannel strategy.

4) Foster interdepartmental collaboration

Effective omnichannel communication necessitates collaboration that extends beyond the confines of individual departments. One approach is to conduct regular cross-departmental meetings where teams can share and discuss customer data insights. This guarantees everyone is on the same page about customer behaviors and needs, contributing to a holistic customer engagement strategy.

All departments should be aligned to respond more cohesively to customer needs. Amanda Kwasniewicz, the VP of Customer Experience at Love Wellness, ensures that her team collaborates broadly by having an internal communication channel for discussing customer concerns. 

“We have a channel in Slack dedicated to customer feedback,” she says. “Dropping in feedback is part of the team’s daily and weekly responsibilities, which helps them get familiar with the content. It also allows our team to dissect them and collaborate on how we can improve.”

Establish a feedback loop, particularly with customer service, to continually share frequently encountered customer issues and trends. This feedback can catalyze improving products, services, and customer communication strategies.

5) Deliver personalized messages on customers’ channels of choice

Elevate your omnichannel strategy by tailoring your communications to the specific channels your customers prefer. Leveraging your centralized customer data, identify which channels—email, social media, or in-app notifications—are most effective for reaching your audience. Then, craft personalized messages that are not generic but informed by customer behavior and past interactions.

Continuously monitor how well personalized customer service resonates with your customers by tracking engagement metrics such as click-through and open rates. Equally important is collecting and analyzing customer feedback to understand the qualitative impact of your efforts. Based on these insights, make necessary adjustments to your messaging strategy, ensuring it remains aligned with customer preferences and behavior.

6) Harness automation to interact with customers 24/7

According to a report from Statista, 88% of consumers anticipate that brands will offer self-service support options. Automation is vital for maintaining a 24/7 connection with your customers. Implement chatbots on your website and social media channels to answer frequently asked questions immediately, enhancing user experience and satisfaction through proactive customer service. 

Employ customer experience automation tools like Gorgias Automate to configure automated Flows for common customer queries. Fable, a brand dedicated to elevating dining experiences with premium dinnerware, utilizes Automate to provide round-the-clock customer service. Their automated flows are designed to swiftly answer common customer queries, such as active discounts and return procedures, ensuring customers can always find the information they need.

Create an omnichannel customer experience with Gorgias

Despite the benefits of a unified approach to customer communication, a 2022 report found that only 12% of digital platforms are “highly integrated.” Gorgias can be your key partner in achieving an omnichannel communication strategy, offering core helpdesk capabilities designed to seamlessly integrate customer interactions across multiple channels. Gorgias ensures that you meet and exceed customer expectations while driving revenue.

Data enrichment for agents communicating with customers

Gorgias equips agents with enriched customer profiles, pooling data from different channels — including social media, voice, and SMS — to provide context during interactions. This feature allows for quicker, more accurate support, as agents don’t have to switch between each communication platform to gather customer history.

A centralized hub to manage customer interactions

Gorgias is a one-stop hub, consolidating communications from email, chat, social media, and more, enabling easier management and response. The centralized system facilitates proactive support, which can directly impact sales by addressing customer concerns before they abandon their shopping carts.

Tools to customize branding in different channels

Gorgias allows you to maintain consistent branding by customizing the look and feel of your customer support channels. This ensures that no matter the channel, customers always have a uniform omnichannel experience that reinforces brand identity and trust.

Cupcakes and Cashmere, founded by Emily Schuman in 2017, has gained a devoted following for its curated jewelry, loungewear, and home goods. To extend this trust and cohesiveness into customer support, the brand uses Gorgias, its chat widget color-matched to the brand’s palette, ensuring a visually seamless and engaging user experience across its website.

Explore Gorgias for omnichannel communication solutions

If you’re focused on streamlining customer interactions across various channels, consider exploring what Gorgias offers. With features that centralize communication, enrich agent information, and ensure brand consistency, Gorgias aims to make the omnichannel communication strategy more manageable and effective for ecommerce retailers. 

Take a closer look to see how these capabilities could fit into your existing operations and customer engagement efforts. To learn more about Gorgias, book your demo today.

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Last September, Gorgias hosted CX-All Star: Episode 1, a webinar presented by a superstar panel of customer experience leaders in the DTC industry. From the health and wellness space to the tech sphere, experts Eli Weiss, Amanda Kwasniewicz, Deja Jefferson, and Ren Fuller-Wasserman gathered years of experience and wasted no time sharing their top strategies, tips, and a-ha moments with fellow attendees.

One hour wasn't long enough to reveal all their expert tricks, but it was definitely enough to help fellow CXers rethink their strategy. If you weren't able to attend the event, these were the top four lessons we learned from CX All-Star: Episode 1.

1) Make CX the core of your business if it isn't already

Amanda Kwasniewicz, the VP of Customer Experience at ‎Love Wellness, emphasizes how CX should be the core of any business. "[CX] has a finger on the pulse of everything we do, whether we're just on the receiving end or whether we're executing it."

To emphasize CX's far-reaching impact, Amanda introduced a company-wide policy where every new employee spends six weeks working directly with support tickets and customers. This immersive approach to CX was so successful that non-CX team members, from marketing to finance, were able to help the CX team during a hectic inbox day when Love Wellness migrated platforms.

‎Read more: Why customer service is important, according to a VP of CX

"I think CX is often viewed as a call center, a revenue driver—and we're missing the core part that it's a feedback machine. It's like a feedback treasure trove. So, if you can think about it as all three of those things, that's what it is. It really is about the experience."
—Amanda Kwasniewicz, VP of Customer Experience at Love Wellness

2) The best CX hires are empathetic and eager to learn

"Brands are either notoriously anti-having a big CX team, or they're very straightforward. Either one of those extremes is dangerous," says Eli Weiss, VP of Retention Advocacy at Yotpo. The balance lies in building a team of passionate learners willing to grow.

Our experts agree that product knowledge can be taught through training, but soft skills like empathy, creativity, and passion are intrinsic. Eli notes that asking questions like "Why CX?" helps determine if a candidate will stick around. Amanda notes these team members often become superstar hires for other departments because of the breadth of their knowledge and skills.

Related: Hiring for customer service

“[LinkedIn] is how I've gotten a lot of people early on. I just looked at brands that crush it and said, 'Stay exactly where you are. I just need 2 hours.' Those 2 hours will usually give you what you as a founder can do in six, because somebody that's doing it all day is probably really good at figuring out how to put a move on it.”
—Eli Weiss, VP of Retention Advocacy at Yotpo

3) Acknowledge different learning styles in your onboarding process

"If people can understand and learn the product they're selling and they can educate the customer, I think that's really valuable," says Deja Jefferson, Manager of Customer Insights at skincare brand Topicals. That's why she takes a diverse approach to product knowledge onboarding.

At Topicals, new hires don't only have to pore over lengthy documents to learn about skincare products. They get their hands dirty by speaking to experts in the product team, reading cheat sheets, and talking to customers about personal skin concerns. This multifaceted strategy is inclusive to all types of learners and leads to agents becoming true experts.

Read more: Customer service training: what to cover + how to do it

"People who are passionate about what they're doing and about helping customers [will] figure out the rest."
—Deja Jefferson, Customer Insights Manager at Topicals

4) When necessary, break the script to create mensch moments

Ren Fuller-Wasserman, Head of Customer Experience at bidet brand TUSHY, empowers her team to go above standard protocols to create memorable or, as her team calls it, mensch (Yiddish for a person of integrity) moments. These are exceptional CX moments that can't be found in the onboarding manual, things like sending handwritten notes, personalized texts, and replacing items without question.

However, as with all things, it's also valuable to understand that mistakes happen. Ren likens the trial-and-error nature of customer experience to building a plane as it's being flown — it won't be perfect. She notes that protocols are important guidelines, but it's also worthwhile to allow your team to be mensch and decide, where do I need to follow the protocols here?

"There are incredible opportunities to make moments that matter, but only if your team has the agency to do so."
—Ren Fuller-Wasserman, Head of Customer Experience at TUSHY

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TL;DR:

• Automation can be customized to fit the language, tone, and voice of your brand.
• Combine automation with ecommerce app integrations to personalize messages at scale.
• Use a customer helpdesk trained on AI to automate personalized customer service.
• Disclose when automated messages are used to maintain customer trust.

While there’s a common concern that automation might alienate customers with responses that miss the mark, it turns out that 73% of customers have higher expectations for personalized experiences when advanced tech is involved.

Not only do customers expect automation and AI in customer service, but they also believe that brands should make the most out of them.

Luckily, helpdesk tools like Gorgias have found the right balance between automation, personalization, and human touch. The only thing left for CX agents to do is to use automation strategically.

Automation is not AI & other automation myths debunked

Automation and AI are distinct, just like live chat versus chatbots. AI, such as ChatGPT, evolves in real-time from interacting with and learning from input data, while automation follows set rules for routine tasks without understanding natural language.

Automation is highly customizable — it won’t spew out an inappropriate sentence unless you tell it to. If you’re still hesitant about automating your support, here are four automation myths debunked below.

Myth 1: Automation produces robotic language

The tone and style of your automated messages are entirely within your control, thanks to the customizable nature of automation. This flexibility ensures that your brand's unique voice shines through, allowing for a tailored approach that aligns with your ecommerce strategy.

If we’re talking about AI, we’ve also come a long way from generic chatbot responses. In fact, a 2019 Stanford University report found that AI computational power doubled every 3.4 months. The result? Humans are only correct 60% of the time when guessing if they’re talking to AI or a real person.

Myth 2: Automation can’t be personalized

In reality, automation is highly adaptable and can incorporate customer data, brand voice, and plenty of dynamic variables to create powerful communications for personalized customer service.

Learn more: How Manduka used personalized, on-site campaigns and earned $70k

Myth 3: Automation can replace human agents

While automation enhances efficiency, it works best in tandem with human insight rather than as a complete replacement for human agents. Customer service thrives when there is a route back to human support.

Myth 4: Customers prefer human agents

Yes, customers appreciate the ease of connecting to a fellow human, but they also value speed — something automation excels at compared to humans.

Learn more: How Luksusbaby boosted 66% first response time with 45% automation

The balancing act of using automation effectively without sacrificing personalization

A customer-centric helpdesk trained on AI is the most effective way to have rapid and authentic customer interactions. A tool like Gorgias enables you to scale your customer service operations by connecting your ecommerce store. Gorgias learns customer conversations and data and automates simple processes like responding to repetitive tickets and refunding orders.

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How to use automation the right way to support your customers

To effectively implement customer service automation, always remember to add a human touch to make customers feel comfortable. More importantly, not all customer interactions are suitable for automated responses so automate strategically.

Here are five ways to implement personalized automation with Gorgias, from automating responses to using website chat and creating a help center.

1) Create auto-responses to answer FAQs

Skip the mental work of reading a frequently asked question and thinking of a response. Auto-responses will do both for you in the background while you complete other high-priority tasks.

How to implement:

• Set up a rule to auto-respond to where is my order? (WISMO) tickets

Note: Manually follow up on complaints or technical issues. Using auto-responses on these sensitive issues may escalate them and cause more customer frustration.

2) Route customers to live chat agents or help center articles

AI is excellent at answering simple inquiries, but sometimes customers will ask questions that need a human’s problem-solving skills. Include a route to a live agent to address this. Allowing AI and agents to work in tandem is an effective way to improve customer satisfaction.

How to implement: 

• Enable live chat support alongside automated, offline chat 
• Include disclaimers and instructions in your automated responses about how customers can speak to a live agent
• Include an option to talk to an agent in your interactive voice response (IVR) system

Note: Don’t trick customers into thinking they’re speaking to an agent when they’re speaking to AI. Customers are more likely to trust you when you set clear expectations from the start.

3) Use enriched customer data to deliver personalized messages

Make personalization a part of the customer journey to create friendly experiences on a large scale. Without tailored communications, you’ll likely frustrate 76% of your customers due to irrelevant recommendations and marketing campaigns.

How to implement:

• Include customers’ names in emails, SMS, chat, social media direct messages, and other notifications with a Shopify integration
• Mention past purchases when providing customers with new recommendations
• Adjust language in automated emails and email marketing based on customer demographic

4) Prioritize VIP customers with automated rules

According to a survey of 3,000 consumers, 56% would repurchase from a retailer that provides personalization. For this reason, create an automated action, also known as a rule, that labels tickets from VIP customers. Prioritizing VIP needs will allow your team to strengthen loyalty and drive repeat purchases.

How to implement: 

• Identify VIP customers by setting a minimum purchase total or total # of orders
• Create a rule that identifies tickets from VIP customers based on their customer profile

5) Build a help center to provide article recommendations

The responsiveness of AI depends on the knowledge you feed it. To accelerate automation’s efficiency, provide it with resources from your knowledge base or help center. In 2020, organizations reported a reduction of up to 70% in call, chat, and email inquiries after implementing a chatbot or virtual customer assistant. 

How to implement:

• Compile a list of customers’ most frequently asked questions using an AI tool or help center statistics
• Create articles answering each question and upload them into a help center

Read more: 9 types of customer self-service

Balance automation and the human touch with Gorgias Automate

Setting up automation without the right tools can detract from personalization efforts. Gorgias Automate remedies this by equipping CX teams with features like Autoresponders, self-service Order Management,  Quick Responses in Chat, and Article Recommendations. Elevate customer experiences and grow your customer relationships by booking a demo with Gorgias today.

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Since ChatGPT was introduced in November 2022, customer service automation has stormed its way into almost every industry, including ecommerce. This leap in technology has paved the way for companies to increase their support efficiency dramatically, as demonstrated by the buy-now-pay-later service Klarna, which recently resolved two-thirds of customer service chats with AI. 

The business gains arising from automation are evident. Faster and smarter tools mean less time handling mundane tasks and more time improving the customer journey with meaningful conversations, personalized experiences, and seamless upselling opportunities.

At Gorgias, our mission is to elevate customer experiences with automated solutions. To determine the impact, we analyzed data from over 14,000 merchants who use automation compared to those who do not.

Our data revealed a 36% increase in repeat purchases, a 37% reduction in first response time, a 52% reduction in resolution time, a 27% decrease in the ticket-to-order ratio, and a 1% increase in CSAT when automation is used.

These compelling results assert our belief in automation as the next, inevitable step for scaling support teams.

“AI is going to help us transform ourselves into deeper thinkers by taking over simple, standardized functions” —Ron Shah, CEO and Co-founder at Obvi 

The shift in customer service: doing more with less

Before automation, customer service teams scrambled to hire more agents as their customer bases grew. When Black Friday and other peak seasons arrived, hiring more agents was the Band-Aid fix. Today, companies are opting for leaner support teams as automation allows them to do more with less. The benefit? Teams can scale and improve the quality of service without temporarily bringing on new staff.

Automation works like a junior support agent but at a higher efficiency. It can handle frequently asked questions like where is my order? and customize responses according to brand voice. So, as repetitive tasks are handled in the background, agents can focus on more complex tickets, such as product-specific questions or technical issues that require troubleshooting.

“Before, agents had to handle it all. Now, they rarely take a ticket about frequently asked questions. They’re only handling escalations, special product-related questions, and things like that.” —Caela Castillo, Director of Customer Experience, Jaxxon

Automation is redefining customer experiences

The flexibility of automation makes it the ideal tool for personalized customer service. Aside from being a keyboard shortcut or macro, automation can be a hands-off assistant that can engage customers and influence as much as 25% of revenue.

At Gorgias, automation is at the core of our products, powering almost every feature in Helpdesk, Automate, and Convert. It allows merchants to deliver delightful and personalized customer interactions across various channels and touchpoints in the customer journey.

While automation is only one of many factors, we’ve found it to positively impact support performance metrics. Based on our data, merchants who used automation saw clear improvements in repeat purchase rates, response times, resolution times, tickets per order, and CSAT scores.

Automation led to 36% more repeat purchases

Retaining customer loyalty is challenging even when brands launch loyalty programs, as customers are discouraged by the effort required to receive rewards. However, Gorgias data shows that simply using automation can increase repeat purchase rates. Within 28 days, merchants who automated up to 20% of tickets increased their repeat purchase rate to 8%.

‎Yoga apparel brand Manduka used Gorgias Convert's on-site campaigns to influence customers to purchase multiple products. The campaign convinced shoppers to hit a $100 order total for free shipping by recommending small additional items they may be interested in. Their campaign brought in nearly $12,000, proving that automation can directly affect revenue.

“We want to be able to target our repeat customers who have purchased a lot, and say, ‘Welcome back! Here's a new product that would go wonderfully with the item you bought last time.’ It would be a wonderful translation of the in-person retail experience where staff know what you like, so they can assist you better.” —Jessica Botello, Customer Service Manager at Manduka

Automation accelerated first response time by 37%

‎Automated responses resolve tickets in zero seconds and result in faster first response times. On average, merchants using automation respond 37% faster than ones who don’t automate customer service.

Responding to customers as quickly as possible is especially important during busy seasons like Black Friday and Cyber Monday so that revenue-generating questions don’t get pushed to the backlog. The customer experience team at health supplement brand Obvi was able to drive 3x more purchases from support conversations compared to previous years.

Faster response times also mean agents are able to make stronger connections with customers. For Obvi’s CX team, it translated to more time to engage with their vibrant Facebook community:

“Instantly, our CX team had time to prioritize important matters, like being active in our community of 75,000 women instead of sitting answering emails.” —Ron Shah, CEO and Co-founder at Obvi

Customer issues are resolved 52% faster with automation

When customer tickets are automated, resolution times improve dramatically. Merchants using automation resolved tickets 52% faster than those without.

Automation is especially helpful in answering pre-sales questions. High-end luggage retailer July deflected 450 tickets a month immediately after activating Quick Responses, one-click FAQs that live in Chat. Their Head of Operations and CX, Alex Naoumidis, notes that setup was “so easy, with a huge payoff.”

This significant efficiency gain ensures customers are well-educated about their products, leaving agents time to personalize the rest of the customer journey.

Automation decreased ticket-to-order ratio by 27%

As automated responses provide quick solutions to customer issues, customers need to contact support less. Based on our data, brands that automate 10% or more of their tickets see a decrease in billable tickets per order. Brands with little to no automation do not see a significant improvement in the ticket-to-order ratio.

For apparel brand Shinesty, automating more than 10% of tickets greatly decreased the number of tickets per order by 27%. Self-serve tools like interactive conversations called Flows and Article Recommendations enabled customers to solve issues relating to discounts, subscription policies, and returns on their own.

“Automate would be useful for any ecommerce company that needs to lower their ticket counts, or wants to provide a more consistent experience.” —Molly Kerrigan, Senior Director of Retention at Shinesty

30 days of automation allow brands to scale faster

‎Thirty days after setting up automation in Gorgias, brands enjoyed a 1% increase in CSAT score, a 4.51 score compared to 4.46 for non-automating brands. Even though satisfaction only nudged an inch, the positive effects reached support teams, improving agent morale and team alignment.

Molly Kerrigan, Senior Director of Retention at Shinesty, emphasizes the importance of preserving quality customer interactions during growth, "We get a lot of praise from our customers, and they talk highly of our CX team after 1:1 interactions. We can’t lose that as we scale." 

Since Gorgias provides in-depth conversation analytics, CX teams are finally able to see their impact.

“Tracking customer satisfaction scores in Gorgias is a really big help to us. Before, we didn't know if we were doing well or not, but now we can see people like the service we provide. We use the KPI tracking data for internal monthly meetings to review performance and see where we can improve,” says Deja Jefferson, Customer Experience Manager at Topicals.

Clearly, balancing automation with personalization significantly improves the customer journey. Given that customers with positive customer experiences are 2.7 times more likely to do repeat business, the value of automation is unmistakable.

In the future, agents will be AI coaches

AI progress has advanced in a short amount of time. But to remind you, this is only the beginning of what automation and AI can do in customer service. We envision AI as a constant work in progress, meant to intake information until it is capable enough to handle more complex tasks. This means agents will spend more time building strong customer connections and finding ways the business can grow.

Gorgias is at the forefront of this evolution, developing automation and AI-driven solutions like an AI-generated Help Center, an AI Agent, a generative AI assistant that autonomously answers customer questions, and an Interaction Quality Score to measure and report on AI-customer interactions. Gorgias aims to transform how support teams and customers interact with AI, paving the way for more impactful customer experiences on a human scale.

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Your Help Center is a great resource for sharing information with customers. And as AI technology transforms customer support, the Help Center now also serves as a data source that provides AI with the knowledge to answer questions.

Gorgias’s AI features function by drawing on information from knowledge sources. For example, Gorgias’s AI can draw upon your past support tickets to generate Help Center content. Likewise, our upcoming AI Agent uses your Help Center to write and send answers to customer questions.

Our AI Agent is coming July 1st (with a Beta starting in May). Below, we'll explain why an up-to-date Help Center that covers all your policies is the best way to prepare for AI Agent, gain admission to the Beta, and resolve 30%+ of your email support interactions.

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Help Center: The foundation of AI Agent’s knowledge

AI Agent is a conversational AI tool that answers customer support emails by learning your brand’s policies and processes from your Help Center. It can understand a wide array of questions and generate unique responses that are helpful, personalized, and accurate.

Unlike AI tools like ChatGPT or Gemini, which are trained on public information, AI Agent specifically works with your data. Its first layer of support is your Help Center, a database of articles about your products and policies. From there, you can complement its knowledge with data from Macros and connected ecommerce tools like Shopify. 

With AI Agent as your level 1 support, your team can focus on escalated or VIP tickets and other projects you may not currently have time for. 

The crucial step to fully prepare AI Agent is to make sure your Help Center articles are accurate and up-to-date. You don’t need to have your Help Center published or linked on your website — however, articles must be published and not saved as drafts. 

How to tell if your Help Center is ready for AI Agent

To hit the ground running with AI Agent, your Help Center must meet a few criteria. Here’s a checklist to prepare your Help Center:

✔️ Answers all relevant topics

Ideally, customers should find answers with just one click. You can achieve this by publishing articles that answer your customers’ top concerns. 

We’ve compiled the most important Help Center articles you should have, in order of importance. You can skip to the bottom of this post to find templates for these topics: 

Shipping & Tracking

• Where is my order? (WISMO)
• How do I track my order?
• How do I get my tracking number? 
• How much does shipping cost?
• Do you offer free shipping?
• International shipping / do you ship worldwide?
• Do you offer expedited shipping?
• How long does delivery take?
• Why can’t I track my order?

Orders & Payment

• Can I edit or add anything to my order?
• How do I apply promo/discount codes?
• What methods of payment do you accept?
• Where do I get promo codes/discounts?
• My promo code isn’t working
• Forgot to add a promo code (but already purchased)
• How do Shop Pay installments work?
• How do I update the billing information on my order?
• How do I purchase a gift card?
• How do I use a gift card for my purchase?
• Do you price match for sales?

Order Issues

• What is your return/exchange policy?
• What is your cancellation policy?
• How do I initiate a return?
• How do I initiate an exchange?
• How do I cancel my order?
• How do I get a refund?
• Order is marked delivered but not here
• What do I do if I receive the wrong item in my order?
• Right product was delivered but wrong size/style/color/etc.
• Item is missing from my order
• Does not fit/not true to size
• I’m having a reaction to the product
• Order damaged

Product Information

• Sizing
• Styles
• Materials/Ingredients
• Product recommendations
• How to use this product
• How long does this last?
• How to store this product (if it’s perishable)?
• Product care / washing / cleaning
• Differences between similar products

Accounts/Subscriptions

• How do I use these benefits/rewards points?
• I’m having trouble logging in
• How do I cancel my membership/subscription?
• How do I skip a subscription shipment?
• How do I update my subscription items?
• How do I set up an account?
• How do I become a member/subscriber/loyalty program?
• What are the member benefits? Why should I sign up?
• I forgot my password / Reset my password 
• How do I change my default address?

✔️ Up-to-date and accurate articles

As an online business, your information constantly changes, including policies, product updates, and brand revamps. Review older articles, particularly those over a year old, to ensure the information is still accurate. 

Here are the most important elements to update: 

• Policies, e.g. international shipping, order processing times, return windows, your contact details
• Product names and availability
• Links (to key pages on your website or self-service portals)

✔️ Includes important links

If your articles point to other web pages, you’ll want to make sure the right texts are hyperlinked, and the links do not lead to 404 pages.

Some important links to include:

• Order tracking portal
• Returns & exchanges portal
• Loyalty program portal

💡 Pro Tip: Avoid including statements in your articles like, “To resolve this issue, contact us at [email]” as this confuses the AI Agent.

✔️ Articles are published

Ensure your articles are published so AI Agent can learn from them. Whether the article is Unlisted or Public, you must take them out of Draft mode. An article left in Draft mode remains invisible to AI Agent. To confirm that your article is published, check the top right corner of the editor to ensure the article is “Published” and not “Unsaved.”

That said, if you’re not ready to share your Help Center with customers,  you don’t need to publish the Help Center itself.

Related: How to boost your Help Center’s visibility

How to build a Help Center as quickly as possible

If you don’t currently have a Help Center, you can set one up and start filling it with articles within a couple of hours. Below are three strategies that will let you create the most comprehensive Help Center, fast.

1) Use AI to create articles

When you create a Help Center on Gorgias, you can access the AI Library. The AI-generated articles are based on your past conversations with customers and their concerns. You can edit them to suit your brand voice and policies.

As of now, only accounts with a single Shopify store connected have access to the AI Library. We expect multi-store accounts to gain access to this feature by mid-May 2024.

Related: Our AI Library Help Doc

2) Use article templates

Accelerate the setup of your Help Center by using pre-written article templates. These templates cover common customer inquiries and ensure consistency in response quality and format. 

Gorgias offers six ready-to-use Help Center article templates that cover essential topics. These templates enable you to quickly establish a strong database without wasting agents’ time.

3) Leverage existing content

Take stock of your existing content, such as FAQs, product guides, and blog posts. Convert this content into Help Center articles and properly categorize them based on the topic for seamless user navigation.

💡 Pro Tip: Each article should only ask one question. This helps AI Agent to easily decipher the purpose of each article.

50+ Help Center Article Templates with Answers

To speed up Help Center creation, we’ve provided article templates covering topics from shipping and tracking and account creation to product information. Simply edit the details and add the necessary links based on your policies.

Shipping & Tracking

Where is my order? (WISMO)

To check the status of your order, please visit our Order Tracking Portal and enter your email address and order number. We update our tracking information as soon as it is available.

How do I track my order?

Once your order has shipped, we'll send you a confirmation email with a tracking link. Click on the link to view the latest updates on your order and its estimated delivery date.

How do I get my tracking number?

Your tracking number will be emailed to you when your order ships. If you haven't received it, please check your spam folder. If it's not there, please contact our customer support team.

How much does shipping cost?

Shipping costs vary depending on the weight of your order and the destination. To view shipping costs, simply add items to your cart, proceed to checkout, and enter your shipping address. The applicable shipping fees will be displayed before you finalize your order.

Do you offer free shipping?

Yes, we offer free standard shipping on orders over [$#]. A standard shipping fee will be applied to orders under [$#].

Do you ship worldwide?

We ship to [#] countries worldwide. Shipping costs and times vary depending on the destination. For detailed information and to see if we ship to your country, please visit our international shipping page.

Do you offer expedited shipping?

Yes, we offer expedited shipping options for most locations. You can select your preferred shipping method at checkout. Additional charges will apply for expedited shipping.

How long does delivery take?

Delivery times vary depending on the destination and the shipping method selected. For standard shipping in [country], expect your order to arrive within 5-7 business days. International orders may take 10-20 business days. 

Why can’t I track my order?

If you can’t track your order, it may be for several reasons: the tracking information is not yet available, the tracking number is incorrect, or there may be a delay in the tracking system updates.

Please allow up to 24 hours for your tracking information to become available after receiving your shipping confirmation email. If you still face issues, contact our customer support team for further assistance.

Order & Payment

Can I edit or add anything to my order?

Once an order is placed, we are unable to make changes to the order. However, if you need to update your shipping address or contact information, please contact our customer service team immediately after placing your order.

How do I apply promo/discount codes?

To apply a promo or discount code, proceed to checkout and enter your code in the 'Discount Code' field. Click 'Apply' to see your new total before finalizing your order. Only one code can be used per order.

What methods of payment do you accept?

We accept various payment methods including Visa, MasterCard, American Express, and PayPal. 

Please note that we do not accept personal checks or money orders. 

Where do I get promo codes/discounts?

To get promo and discount codes, make sure to subscribe to our newsletter, check our homepage, and follow us on social media to get the latest deals. 

My promo code isn’t working.

The promo code you entered may not work due to an incorrect input (check that you have entered the right letters and numbers), specific conditions (like minimum spend), or an expiry date. If you continue to experience issues, please contact our support team for assistance.

I forgot to add a promo code but already made a purchase.

If you forgot to apply a promo code at checkout, please contact our customer service team as soon as possible. Depending on the status of your order, our team may be able to apply the promo code for you.

How do Shop Pay installments work?

Shop Pay Installments allow you to split your purchase into multiple payments, interest-free. At checkout, choose Shop Pay, select 'Installments', and follow the prompts to set up your payment plan.

How do I update the billing information on my order?

To update your billing information, you may log in to your account and change your information from the Account Settings page. If you do not have an account, please contact our customer service immediately.

How do I purchase a gift card?

Gift cards can be purchased directly from our website. Visit our gift card section, choose the amount, and complete the purchase. The gift card will be directly emailed to you or to the specified recipient.

How do I use a gift card for my purchase?

To use a gift card, enter the code in the 'Gift Card or Discount Code' box at checkout. The value of the gift card will be deducted from your order total.

Do you price match for sales?

We offer price matching for sales within [specific timeframe] of purchase. If an item you’ve bought goes on sale within this period, please contact our customer service to adjust the price difference. Note that certain conditions may apply.

Order Issues

What is your return/exchange policy?

We accept returns and exchanges within [30] days of purchase. Items must be in their original condition and packaging. Some items may not be eligible for return. Please see our detailed return policy for more information.

What is your cancellation policy?

Orders can be canceled within 24 hours. After this period, we may not be able to cancel your order as it might already be in processing or shipment.

How do I initiate a return?

To initiate a return, please visit our Returns & Exchanges Portal and enter your order number and email address. 

How do I initiate an exchange?

To exchange an item, please visit our Returns & Exchanges Portal. 

How do I cancel my order?

If you need to cancel your order, please contact us immediately. If your order has not yet been processed, we will cancel it and issue a full refund. If the order is already processed, please refer to our Returns & Exchanges policy.

How do I get a refund?

Refunds are processed upon receipt and inspection of the returned item. Please allow up to 10 business days for your refund to be credited back to your original form of payment.

Order is marked delivered but not here.

If your order is marked as delivered but you haven't received it, please check around your delivery location and with neighbors. If you still can't locate it, contact our customer support for assistance.

What do I do if I receive the wrong item in my order?

If you receive the wrong item, please contact our customer service immediately. We will arrange for the correct item to be sent to you and provide instructions for returning the incorrect item.

I received the right product but in the wrong size/style/color.

We apologize for any inconvenience caused. Please contact our customer service team within [#] days of receiving your order to initiate an exchange for the correct size/style/color. Visit our Returns & Exchanges policy for more information.

What should I do if an item is missing from my order?

We're sorry to hear that you're experiencing issues with your order. Please check your confirmation emails to ensure all items were included in your shipment. If an item is missing, please contact our customer service team immediately so we can resolve the issue.

What can I do if my item doesn't fit or isn't true to size?

If the item you purchased does not fit, you can return it for a refund or exchange it for a different size. Please refer to our Returns & Exchanges policy for details on how to initiate a return or exchange.

What should I do if I'm having a reaction to the product?

Your safety is our priority. Please stop using the product immediately and consult a healthcare professional as needed. To report a reaction and request a return or exchange, contact our customer support team. We also recommend checking the ingredients list to identify any potential allergens.

What should I do if my order arrived damaged?

We apologize for the inconvenience. Please take a photo of the damaged item and email it to our customer service department within [#] days of delivery. We will assist you with a return or exchange as quickly as possible.

Product Information

Where can I find sizing information?

Our sizing runs true to size unless stated otherwise.

For detailed sizing information, please visit our Sizing Guide page. The guide includes size charts and tips on measuring yourself to ensure the best fit.

Which style is best suited for my needs?

Our various styles cater to different preferences and requirements. For a breakdown of our styles and their best uses, please check out our detailed Style Guide.

What are the materials or ingredients used in this product?

We use high-quality materials/ingredients to ensure the best experience with our products. For a full list of the materials or ingredients in this product, visit the product page.

What product do you recommend for [trait/preference/condition]?

For [trait/preference/condition], we recommend our [Product Name], designed to provide a [benefit here]. 

How do I use this product?

For optimal results, follow these steps: 

1. Step 1
2. Step 2
3. Step 3
4. Step 4

How long does this product last and how should it be stored?

This product typically lasts [X amount of time] when used as directed. Store in a cool, dry place away from direct sunlight. For perishable products, refrigeration may be required. 

What's the best way to care for this product?

To maintain the quality of your product, we recommend [specific care instructions, e.g., machine wash cold, hand wash only]. For more detailed care instructions, please visit our Care Guide.

What's the difference between Product A and Product B?

Product A is designed for [specific use], while Product B is better suited for [different use]. 

Accounts/Subscriptions

How do I use these rewards points?

You can redeem your rewards points at checkout. Enter the amount of points you wish to apply in the 'Rewards' field, and the discount will be applied to your total.

I’m having trouble logging in.

If you're having trouble logging into your account, please try resetting your password using the 'Forgot Password' link on the login page. If you still experience issues, contact our customer support team for help.

How do I cancel my membership/subscription?

To cancel your membership or subscription, please log into your account and navigate to the 'Subscriptions' section. You can choose to cancel your subscription from there. If you need assistance, our customer service team is here to help.

How do I skip a subscription shipment?

You can skip a subscription shipment by logging into your account, going to the 'Subscriptions' section, and selecting the shipment you wish to skip. Please do this before the billing date for the next shipment.

How do I update my subscription items?

To update the items in your subscription, log into your account and visit the 'Subscriptions' tab. You can add or remove products or change the quantities for your next shipment.

How do I set up an account?

Create an account [here] by using the same email address you ordered with.

Please note that if you haven’t created a password, you do not have an account. Additionally, signing up for our emails or ordering doesn't mean you have created an account.

How do I become a member/subscriber/loyalty program?

Become a member by visiting our Membership page.

What are the membership benefits?

You’ll earn many perks as a [company name here] member! Upon joining, you’ll receive a 10% off discount on any purchase. 

Plus, more benefits:

• Points for every dollar spent
• [$] off anytime you refer a friend
• A special birthday gift
• An anniversary gift

I forgot my password.

To reset your password, please click [here].

How do I change my default address?

You can change your default address from your Account settings.

If you need to change your shipping address for a current order, please [contact us].

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TL;DR:

• Live chat has a positive impact on customer loyalty, sales, and revenue.
• Predefined responses save time and ensure consistent quality.
• Get templates for greetings, handling angry customers, managing returns, boosting sales, and ending chats positively.
• Leveraging automation through chatbots can enhance efficiency.
• Balance personalization and efficiency when using live chat templates and scripts.

79% of companies say that live chat has had a positive impact on customer loyalty, sales, and revenue. However, delivering consistently high-quality live chat experiences can be a challenge, especially when live chat agents repeatedly encounter the same questions and inquiries. 

By using a set of predefined responses, you’ll enable your customer service team to save time, ensure consistent quality, and offer a smoother customer experience.

Whether you’re just starting to build out your live chat support strategy or looking to streamline your existing processes, here are some live chat response examples for the most common scenarios your support team will encounter.

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Live chat templates that greet customers

Getting the initial interaction right sets a positive tone and builds rapport with customers. First impressions count! Here are some templates to help your agents start the conversation on the right foot.

Template 1) “Hi there! Thanks for reaching out to [business name]. My name is [agent name] and I’m here to help. What can I support you with?”

Template 2) “Hey and welcome to [business name]! I’m [agent name]. What brings you here?”

Template 3) “Hello! This is [agent name] from [business name]. Thank you for reaching out. How can I help?”

Template 4) “Hi! Thanks for reaching out to us. I'm [agent name]. If you have any questions about [business name] and our [products/services], let me know!"

Personalized, templated greetings like these help live chat agents balance a consistent brand tone with efficiency.  

Live chat scripts to address angry customers with care

Dealing with angry customers can be challenging, but having the right scripts on hand can make a big difference by speeding up resolution times and improving customer satisfaction. Here are samples of canned responses for de-escalating tense situations:

Template 5) “I really appreciate you reaching out to us to let us know this happened, [customer name] – I’m going to help resolve this for you right away. In order to get this sorted out, can you please share [photo, more information, etc] with me?”

Template 6) “I am so sorry for the inconvenience that you’ve experienced. That’s not the customer experience we strive for at [company name]. Let me look into this further and see what I can do to make this right. If necessary I can talk with my team to see what else we can do.”

Template 7) “[Customer name], I so apologize for the error on our end. I’m going to look into this for you right away. It should only take a couple of minutes. Thanks for your patience!”

Template 8) “I’m sorry to hear that you’ve experienced this issue and I apologize for the trouble. Let’s work together to find a solution that you're happy with.”

By acknowledging the customer’s frustrations and demonstrating a genuine desire to help, your live chat agents can turn a potentially negative situation into a positive one. That's something that Ren Fuller-Wasserman, Director of Customer Experience at bidet brand TUSHY, feels strongly about:

“We’re fervent believers that even the worst customer experiences are actually opportunities ripe for the Poo-Rus to convert into meaningful customer interactions, experiences where we can show a customer that we’re truly listening and have heard their concerns.

We can’t always solve every problem, but our customers knowing that they have a real live pooping human supporting them through their woes has been invaluable in building lifelong product and brand relationships.”

📚 ‎Recommended reading: How TUSHY Approaches Customer Service vs. Customer Experience

Templates to streamline returns, cancellations, or exchanges

Handling returns, cancellations, exchanges, and other routine customer requests can be tricky, but having the right scripts can help ensure a smooth process. The following live chat examples can guide your agents through the necessary steps while providing a consistent high-quality experience for your customers.

💡 ‎Tip: Gorgias's integration with Shopify means all customer context, like their contact information, past orders, order numbers, and shipping status are available for each agent, right in the customer sidebar. No switching tabs or asking customers for simple details again!

Template 9) “I can definitely assist you in returning or exchanging that item. In order to get the process started, can you send over your [order number, email, etc.]?”

Template 10) “I understand you’d like to cancel your order. Let me review the status and see what I can do. Can you provide me with [cancellation reason, order number, etc]?”

Template 11) “[Customer name], Confirming that I've canceled your order [number of last order] and issued a refund. As a reminder, the refund can take [# of days] to process. We refunded the original amount to the same credit card you used to make the purchase.”

Template 12) “No problem, we can certainly process an exchange for you. Could you let me know the item you’d like to exchange and the new item you’d prefer? ... Ok, I’ve swapped out [item name] for the [item name] you originally selected. Can you please confirm that the following [billing information, address, etc] on file is correct? … Is there anything else I can help with?”

Gorgias has empowered clients like Marine Layer, a clothing retailer known for its fun, vibey brand and high-quality clothes, with numerous retail locations and a strong online presence to excel by using templates.

Emphasizing customer-centric experiences, Marine Layer has harnessed chat scripts to streamline and harmonize communication and reduce first response time, resulting in a 68% decrease in resolution times. This approach, featuring clear, brand-aligned messaging, has significantly boosted online successes, enhancing customer support efficiency, customer satisfaction, and increasing online orders.

Discount coupon templates 

Who doesn't love a good discount code? Letting shoppers know that you're running a promotion can help take them from browse to checkout.

💡 ‎Tip: Gorgias Convert can automatically trigger coupon codes based on different behaviors. For example, yoga brand Manduka shares a discount code in chat when a shopper looks like they're about to exit the website.  

Template 13) “Hey there [customer name]! Good news: [company name] is offering a discount on [promotional item or discount amount]. Questions? Let me know!” 

Template 14) “I noticed you’ve been browsing our [product department name/category] collection. I wanted to let you know that we have a special bundle deal that includes [detail the deal]. Let me know if you want to learn more!”

Template 15) “I have some great news - we’re currently offering [discount percentage] off your entire order. Would you like me to apply that discount to your cart? “

Template 16) “Just to say thanks for being awesome, I’d like to offer you an exclusive [discount percentage] off coupon code to use on your next purchase.”

By adapting their approach, agents can elevate a simple sales pitch into a valuable, personalized experience. Through chat scripts, agents are equipped to inform website visitors about general information and perks such as qualifying for free shipping or securing a discount, serving as effective conversation starters that incentivize visitors to make a purchase before leaving a website.

Templates for managing out-of-stock items 

Handling out-of-stock situations in response to customer requests can be a delicate balancing act. On one hand, you have disappointed customers who were eager to make a purchase, on the other, you have the realities of inventory management. With the right chat scripts, agents can maintain a positive experience. Try:

Template 17) “Oh shucks! [product name] isn't available right now. But, it will be back soon. Would you like me to put you on a waitlist so you’re the first to know when it’s back in stock?”

Template 18) “I apologize, but it looks like the [product name] you’re interested in is currently out of stock. We’re expecting a new shipment in the next [number range] business days. Why don’t you provide me with your email address or phone number and I can notify you by email or text as soon as it’s back in stock?”

Template 19) “Unfortunately, the [product name] is sold out at the moment. However, I’d be happy to suggest some similar items that are available if you’d like?”

Live chat templates to help boost sales

When customers are actively browsing your site and adding items to their cart, using proactive customer service messages in your chat scripts can provide valuable guidance and encouragement to help seal the deal.

📚 ‎Recommended reading: How to Leverage the Power of Live Chat for Sales

Here are some scripts that team members can use:

Template 20) “The [product name] is one of our best sellers! Other shoppers love it for its [key feature] and [key feature].”

Template 21) “I noticed you’ve been looking at the [product name]. What questions about it can I help answer?”

Template 22) “Based on the items you’ve been exploring, I think you might really like our [product/service] line. It has [key features/benefits] that are designed for [features]. Does this sound like it could be a good fit?.”

The key is to strike the right balance between guiding the customer and empowering informed decisions. As Shinesty – a rapidly growing, innovative apparel brand known for its distinctive, themed underwear and custom-branded collections – gets it right. “We got a lot of praise from our customers, and they talk highly of our CX team after 1:1 interactions.” – Molly Kerrigan, Senior Director of Retention at Shinesty.

By leveraging these sales-boosting live chat scripts, your customer service team can provide the high-touch service customers appreciate in real time and drive more conversions.

Tactful cross-selling and upselling chat scripts

Offering upgraded products can be a great way to increase your agents’ average order value. These templates can help your live agents navigate the cross-sell and upsell process with finesse.

Template 23) “Since you’re interested in the [product name], I wanted to let you know that we also offer a [upgraded product name] with [additional feature] and [additional feature]. Want to learn more?”

Template 24) “I noticed you had [product name] in your cart. [Product name] is the perfect compliment. Together, they [benefit] and [benefit].”

Template 25) “Great choice on the [product name]! While you’re here, I wanted to mention our [bundled product name] – it includes the [original product name] plus [additional item] and [additional item] for a discounted price. Let me know if you have any questions!”

By focusing on the customer’s needs and offering genuine value, live chat agents can turn these interactions into a win-win for both shoppers and your business. 

Templates for ending chats on a positive note

Just as important as starting the conversation on the right foot, wrapping up the live chat conversation with a positive tone can leave a lasting impression. Here are some live chat templates to help agents gracefully conclude the conversation:

Template 26) “Is there anything else I can assist you with today? I’m happy to help. … If there is nothing else, feel free to reach out at any time with any more questions. Have a great day!”

Template 27) “I’m so glad we could resolve your issue today! If you need anything else, just send us a message any time. We're online during [hours] if you need a speedy response. Take care!”

Template 28) “Thanks for reaching out! Don't hesitate to shoot us a note if you have any other questions in the future. ”

Template 29) “Thanks for reaching out and letting us know about your experience with us! Have a wonderful rest of your day.” 

Template 30) “Thanks so much for your order! I hope you love your new purchase!”

By leaving customers feeling valued and supported, agents are setting the stage for future positive interactions. The idea is to ensure the customer is happy. In fact, 91% of customers say good service is essential and makes them more likely to purchase from the company again. 

Leverage automation for efficiency

While live chat templates and chat support scripts can significantly improve the quality and consistency of your customer support, automation takes things to the next level. 

Gorgias Automate can handle routine, high-volume inquiries, provide a seamless customer experience, improve efficiency, resolution times and save you money. By combining the power of live chat templates and the efficiency of Automate, you can empower your live chat agents and support team to focus on more complex issues that require a human touch, enhancing the customer experience.

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I firmly believe everyone should experience working in customer support because, let’s face it, working in support isn't always recognized for the challenging job it is. 

The importance of customer service for brand success has been proven time and again. Yet, customer support continues to get regarded as a necessary cost the business has to bite. It's often under-resourced and under-performs as a result, reinforcing the perception that support brings little value.

I’m on a mission to change that. 

I'm Amanda Kwasniewicz, VP of Customer Experience at Love Wellness, and my journey has taught me that we customer support professionals have to be loud and proud about the importance of our work, since we're repairing a pretty damaged reputation.

In this article, I will share practical tips and firsthand experiences to help you showcase the significant impact of customer support on your bottom line, and make the case for more budget and respect in the organization.

Why is customer service important

A great customer experience is crucial to any business. And at the heart of that experience is good customer service.

Right now, every small business owner is experiencing the frustrations of rising customer acquisition costs. The solution? Leverage the relationships with customers you already have by focusing on repeat purchases and customer lifetime value (LTV). This strategy is much more profitable: Keeping customers costs much less than attracting new ones, and returning customers generate 300% more revenue than first-time shoppers (according to Gorgias data).

Your customer service agents are your brand’s frontline representation. Whether you’re a small business or a large enterprise, great reps have the capacity to enable sales and keep customers coming back. And undertrained or ill-equipped reps have the capacity to drive new customers away and dissolve relationships with current customers. 

Simply put, customer service is important because it has a huge impact on your revenue. Let’s break that truth down into some specifics.

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7 ways customer service impacts your bottom line

From generating more referrals to increasing your average order value, there are several benefits to offering a great customer service experience. 

1. Excellent service increases conversion rates

The truth is, new customers are often hesitant to trust a company that they’ve never done business with before. 

Studies have found that 18% will abandon their cart if they don’t trust the website with their credit card information. And, even if a customer trusts your business enough to make a purchase, still roughly 70% of all online shopping carts are left abandoned. 

Why? Some of the top reasons are

• A complicated checkout process
• Questions about product pricing
• Problems with payment 

These are all customer problems that live chat support agents can address proactively, which will increase trust and decrease abandoned carts. Adding live chat to your website can boost conversions by 12%.

Tip: Provide pre-sales support

Picture a shopping experience where uncertainty is met with immediate guidance, and questions are answered before they even arise—this is the essence of Love Wellness' commitment to elevating pre-sales support.

On our product description pages, we prominently feature 

• Links to our general FAQ page
• A striking red button on the bottom right corner for customers to reach out and connect with our support team via email. 
• A FAQ block on the product page with answers related to the product being viewed.

In addition to what we do at Love Wellness, you can enable chat campaigns to proactively guide customers through the checkout process or answer common questions that are blockers to purchasing.  

Chat campaigns can trigger when certain conditions are met (like visiting/dwelling on a certain page or being a repeat shopper). You can hit these targeted shoppers with a message, like offering personalized product recommendations or providing a unique discount code. Now that’s an experience worth telling your friends about.

Remember: Customer service involves more than just resolving customer issues post-purchase. Support reps also act as sales agents, answering pre-sales inquiries and offering discounts to encourage orders.

Already using Gorgias? Learn how our platform integrated with referral platforms like Smile.io and LoyaltyLion to combine the forces of your word-of-mouth marketing and customer experience.

2. Personalized customer service drives repeat business

According to a report from Salesforce, 97% of marketers report an improvement in business results due to personalization. Customer service is no exception: including customers' names, avoiding asking for the same information multiple times, and providing customer-specific recommendations all help build customer loyalty.

Your customer support platform should make personalization easy by showing a customer’s order and conversation history with your brand, so reps have the full context when speaking to customers:

And, with a helpdesk like Gorgias, you can build templated Macros, which automatically pull customer data into your messages (names, order numbers, shipping addresses, etc). 

Tip: Offer premium support at key stages of the buyer’s journey 

One way we offer personalized customer support at Love Wellness is our “Shop with a wellness specialist” program. Shoppers can take a short quiz, get matched with an expert, and text that specialist directly to build a personalized wellness routine.

3. Customer service data holds key information

Customer service can be a goldmine of key data that benefits the entire team, serving as a wellspring of insights that drive informed decisions and overall business success. 

How? Customer service acts as a direct line to your customers' thoughts and experiences. By consistently collecting and analyzing feedback, you gain an understanding of pain points, preferences, and trends that can influence product development, marketing strategies, and overall business direction.

Tip: Collect customer feedback often

One word: convenience.

Your customers should be able to share feedback without leaping through hoops. 

And, when you've got a vault of feedback, don't let it gather digital dust. Your team has so much data they can review between channels like email, SMS, chat, and social media—both compliments and complaints. You need to be willing to listen to every customer’s needs. 

We have a channel in Slack dedicated to customer feedback. Dropping in feedback is part of the team’s daily and weekly responsibilities, which helps them get really familiar with all of the content. It also allows our team to dissect them and collaborate on how we can improve. You could also schedule recurring feedback share sessions with the Product or Website teams, or even invite them directly into Gorgias (at no extra cost) and create a dedicated view for product feedback, website feedback, and so on.

4. A great customer service experience drives referrals

Happy customers are much more likely to recommend your brand to others than customers who have a poor customer service experience. 

94% of U.S. shoppers will recommend companies with service they rate as “very good.”

Along with increasing the likelihood of organic referrals, a great customer service experience can earn your more positive reviews.

Considering 95% of customers report reading online reviews before making a purchasing decision, showcasing just how important these reviews can be when it comes to attracting new business. We have a whole page dedicated to this on the Love Wellness website.

There’s also a filter option on every product page review widget so that shoppers can see the most common things people are saying about a product and filter down accordingly. 

Tip: Train everyone on how to have a customer-first mindset

Customer service is one of the main ways we build trust with customers, which is especially important in the personal care and women's health niche. Our aim is to provide a safe space for questions that customers might not even be comfortable asking a doctor.

At Love Wellness, we believe that every single team member plays a vital role in creating a haven of care and understanding. That’s why we created an immersive customer experience training program that involves each and every one of us, including the president of the company and even our office manager!

This program is about truly understanding Love Wellness' purpose, from top to bottom. Whether I'm involved in customer service management, product sourcing, managing our online presence, or crafting compelling copy, I've come to realize that a customer-first mindset is the key. 

Bonus reading: See Gorgias’ tips on customer service training to help improve the quality of support.

Tip: Create self-service resources

Your customer support team can create self-service resources like an FAQ page or Help Center to educate customers about your return policies, shipping practices, and the quality of your materials or ingredients. And by proactively during the pre-purchase process, you can provide first-time customers with the answers they need to make a purchase.

Here’s what ours looks like at Love Wellness, which answers key pre-sales questions about each product, plus frequently-asked questions about payment, shipping, and more.

5. Satisfied customers have higher average order values

By addressing any questions or concerns that may be preventing a customer from making a purchase, proactive customer support can boost your AOV by encouraging customers to purchase additional products they might not have bought otherwise.

The proof is in the pudding: businesses that offer proactive live chat customer support generate a 10%-15% higher AOV than those that do not. 

At Love Wellness we have a proactive outreach program for delivery issues, with the goal of reaching out to the customer to triage before they reach out to us. Since starting this, of our ~250 tickets, 105 have received a CSAT and the score is a solid 5 across the board!

According to Gorgias data, repeat customers make up only 21% of the average brand’s customer base but generate 44% of that brand’s revenue thanks to these higher cart values:

Tip: Find opportunities to sell more

Another effective way that customer support boosts AOV is by providing your sales team with upsell and cross-sell opportunities.

For example, at Love Wellness we make sure to explain to customers how they should use the product on the description page. In this section, we also call out additional products that pair well with what they’re looking at.

6. Good customer service increases customer loyalty

One well-known rule of business is that attracting new customers is always more expensive than marketing to your existing customer base. 

And fun fact: A staggering 95% of U.S. consumers use customer service quality as a factor when determining whether or not to do business with a company. 

My point? By prioritizing customer relationships and positive customer experiences, you can ensure that the customers you attract remain loyal to your brand and offer as much value as possible over the full course of their relationship with your business.

Tip: Fulfill your promises to customers

Promises made, promises kept. Make sure you have the means to follow through on your claims—and the backup available when mistakes happen

My two-fold advice:

• Build trust: If you're advertising 2-day shipping, get the necessary resources and operational capacity to consistently meet this commitment. 
• Tip: during a high volume period, especially over holidays, if there's even a chance that your shipping commitment isn't going to be met 100%, temporarily remove that option to keep expectations realistic.
• Manage customer expectations: Claims like "better taste" are subjective. Highlight provable benefits, such as health advantages, to set realistic expectations.

When customers consistently receive what they expect, they are more likely to become repeat buyers and advocates for your brand.

7. Great customer service reduces marketing spend

Between social media, content, advertising, and SEO, marketing can get very expensive very quickly. For small businesses, these expenses cost thousands of dollars every month. 

I’ve already mentioned how exceptional customer service improves customer retention rate. By investing in your support team, your brand can generate positive word-of-mouth, reviews, and repeat customer service. 

This means you’ll draw more value from your existing customers rather than spending money trying to attract new ones, which is a much more cost-effective and sustainable path to growth.

Tip: Use tools that are well-integrated

In the past, we had a custom tech stack that operated in isolation, causing manual errors and a great deal of confusion. We were practically solving puzzles blindfolded when something went wrong.

After finally having enough, we dismantled our old tech stack and reconstructed it with components that had native integrations already in place. We've learned the hard way that a well-integrated tech stack is the backbone of efficient customer service.

There's no more frustrating tab-switching or tedious copy/pasting to handle tasks like creating discount codes, editing orders, and processing refunds — trust me, it’s saving us from a lot of hair-pulling moments.

One tool that has been a game-changer for us is Gorgias, thanks to its integrations with Shopify (ecommerce), Okendo (reviews), Yotpo (loyalty rewards and referrals), and Recharge (subscriptions). These integrations have streamlined our customer support process by helping agents make changes to those other tools (like refunding an order or updating subscription status) without changing tabs. It also helps our agents offer more personalized support (with less back-and-forth) by giving them the full customer context, right in the ticket view.

Tip: Take an omnichannel approach to customer support

Every customer has a different communication preference. Omnichannel support makes it easy for them to reach you on various channels like text (SMS support), live chat support on your website, and social media support).

Offering omnichannel communication is important and can be effective, but only if it's tailored to the consideration of your customers and business needs.

For example, the bulk of our inbox is subscription management, so tackling those tickets via SMS is not effective for us. The messages are too long, and often include details customers need to hang onto to reference back to, so email is by far the better channel. 

Want more tips? Read our list of customer service best practices.

What happens when customer service isn’t prioritized

We've all been there — waiting endlessly on hold, being bounced around different departments, and feeling the frustration mount. It's not a feeling we relish. 

Take contacting your bank, for instance. The last thing that crosses your mind after that ordeal is calling them again anytime soon. Instead, it's more like, "Phew, glad that's over. Hope I won't have to do that again."

Now, transpose that to an ecommerce scenario. A lousy customer service experience can easily push a shopper to the point of churn, or even talk bad about your brand online or to their friends.

Above, we discussed the impact of great customer service on your bottom line. But the real thing to be aware of is just how damaging bad customer service is — enough to tank a great product, brand, and company. 

The costs of subpar service are staggering, ranging from $75 billion to a jaw-dropping $1.6 trillion annually. Plus, according to Retail Dive, a whopping 73% of customers won’t return to your brand after just a couple of poor customer service expenses. 

There’s a compounding snowball effect beyond losing customers as well: your customer service team gets burnt out and quits, you hire quickly (and not carefully) to replace those reps, and you’re left with an untrained and understaffed team. 

As a result, your company has poor customer service, so execs never get to see the impact that good experiences could have on your bottom line, leading to even fewer resources for customer success. The cycle continues from there.

Thankfully, good customer service can have the opposite effect.

Example: Excellent customer service helped Best Buy overcome bankruptcy

CB Insights shared a story about how, in 2012, Best Buy grappled with a $1.7 billion loss due to rising ecommerce and Amazon's Price Check app. The company turned this around by putting customer service at the forefront by 

• Empowering sales staff with thorough training that focused on being friendly and knowledgeable
• Introducing a bold price-matching guarantee to keep shoppers engaged
• Reviving the employee discount program
• Offering personalized in-home consultation with a technology advisor

This customer-centric approach revitalized the brand. If they hadn’t made these improvements, Best Buy might not be here today.

Transform customer support into your new growth engine with Gorgias

Looking back, I've realized that nailing customer support is all about staying ahead of the game and making smart moves — fast.

Remember, your customer support situation can impact your revenue in ways you might not imagine, and profitability is essential these days. The goal is to ensure your customer support strategy cultivates loyalty rather than driving customers away. That's where Gorgias comes in.

Designed exclusively for ecommerce, Gorgias equips online stores with powerful tools to enhance customer interactions, ultimately driving revenue growth, including:

• A centralized view of support interactions from all your channels
• Live chat support widgets (including proactive chat campaigns)
• Customer self-service tools like Help Centers and self-service order tracking and management
• Deep integrations with Shopify and other ecommerce platforms to quickly cancel, refund, and modify orders
• Rules and Macros for automating tedious customer support tasks
• Detailed and flexible reporting and analytics features

I encourage you to book a short time with the team to learn all about it. Gorgias has been a game-changer for Love Wellness and I’m confident it can be for your brand too.

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