Post-Purchase Potential: Turning Customer Service into Growth with Hamish McKay
In this episode of Add To Cart, Nathan Bush sits down with Hamish McKay, the Co-founder of Order Editing, a fast-growing Shopify app that allows customers to make post-purchase amendments to their orders. From his days as a rowing champion to becoming a leader in the ecommerce industry, Hamish shares his remarkable journey and offers invaluable insights into transforming customer service challenges into opportunities for sales growth.
Order Editing changing the game for customer service
Hamish McKay is the Co-founder of Order Editing, a platform that is revolutionising the way ecommerce businesses handle post-purchase customer interactions. Order Editing provides a self-service portal for customers to make changes to their orders, reducing the workload on customer service teams and turning what was once a costly support issue into a revenue-generating opportunity.
Hamish discusses his entrepreneurial journey, starting with his experience working at a high-growth ecommerce merchandising company for YouTubers like MrBeast. He describes how the idea for Order Editing came about and the strategies he used to build and grow the platform. Hamish also shares insights into the importance of personal branding and networking, particularly through LinkedIn, as a tool for attracting clients and investors.
Three Lessons from Hamish McKay
1. Transform Customer Service into a Sales Channel
Hamish explains how Order Editing helps businesses turn post-purchase interactions into sales opportunities. By allowing customers to make changes to their orders or add items to their cart after checkout, businesses can increase average order value and boost revenue.
“We’re not just solving an operational problem; we’re creating a sales growth channel,” says Hamish. He highlights how companies can use targeted email marketing to encourage customers to add more items to their orders by offering limited-time discounts. This approach not only resolves common customer service issues, such as address changes, but also opens new avenues for sales growth.
2. Measure and Optimise Your Customer Service Operations
Hamish emphasises the importance of understanding the cost per ticket metric in customer service operations. By calculating the average cost of handling each support ticket, ecommerce managers can identify inefficiencies and areas for improvement.
“You’ve got to know your cost per ticket,” Hamish advises. “It’s crucial for any ecommerce business to understand the financial impact of their customer service operations.” He encourages ecommerce managers to leverage self-service solutions to reduce the number of support tickets and cut down on operational costs. By implementing tools like Order Editing, businesses can streamline their customer service processes, allowing agents to focus on more complex inquiries and enhancing overall efficiency.
3. Harness the Power of Networking and Personal Branding
Hamish‘s success in attracting clients and investment through LinkedIn highlights the power of personal branding and networking. He shares how he uses LinkedIn to build authentic connections with his audience, sharing insights, experiences, and updates on his journey.
“LinkedIn is amazing. I reply to everyone on there,” says Hamish. He believes that “building relationships and being transparent about your journey is key to growing your network and business.” Ecommerce managers can learn from Hamish’s approach by being transparent and engaging with their network, providing valuable insights, and showcasing their expertise. Building strong relationships within the industry can open doors to new opportunities and partnerships, as demonstrated by Hamish’s journey.
If you work hard, you can do it
Hamish McKay’s story is a testament to the power of innovation, determination, and customer-centric thinking in ecommerce. Order Editing is not just a tool for operational efficiency, it’s a catalyst for growth, empowering retailers to meet customer expectations and drive success.
As ecommerce continues to evolve, businesses that prioritise customer experience and adapt to changing needs will thrive. “If you work hard, you can do it,” Hamish reflects, encouraging others to pursue their goals with determination and passion.
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