Slow replies cost sales and harm marketplace metrics. Here's how to set realistic response targets and meet them consistently.
Online shoppers want answers quickly, especially when they are deciding whether to buy or waiting for a delivery. On marketplaces, response times also feed into seller performance measures, so delays can have consequences beyond a single unhappy customer.
Set targets for each channel
- Live chat: aim to respond within a minute or two while chat is shown as online
- Marketplace messages: respond well within the platform's expected timeframe, ideally the same working day
- Email: a same-day or next-working-day reply is a sensible baseline
Use templates, but personalise them
A library of approved templates speeds up replies and keeps answers consistent. Always adapt them to the customer's specific question, and use their name and order details.
Fix the causes of common questions
If many customers ask the same thing, update your product pages, delivery information or FAQs. Reducing avoidable enquiries is the most efficient way to improve response times.
Plan for peaks
Black Friday, Christmas and promotional events can multiply enquiry volumes. Arrange extra cover in advance rather than letting backlogs build.
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