Chris Barling, CEO of ecommerce specialist Actinic, reveals 11 ways to show online customers you care
It’s one thing to present a great appearance to a new customer and win their first order. Now you have to deliver the service you have led them to expect.
If you can demonstrate that you really look after your customers and give them a great experience, they are very likely to come back and order again and again. The simple key to showing customers you care is to ask what you would like if you were visiting your site.
DON’T TALK ABOUT IT, DO IT
If there’s anything worse than bad service, it’s receiving bad service after you’ve been told how great the service is. It’s much better to actually provide good service than deliver platitudes about it.
SEND AN IMMEDIATE ACKNOWLEDGEMENT
This can be automated by your ecommerce package or you may choose to send a personal note as soon as an order is placed. It is much easier for small companies to offer such personal touches than for corporates with their larger volume of orders.
KEEP THE CUSTOMER INFORMED
If you can afford it, proactively monitor deliveries. Find out from your carriers what didn’t get delivered as promised, then contact your customer to let them know what’s happening. Customers will think this is great service, and it turns a failure into a demonstration that you care.
GO MULTI-CHANNEL
If you have a printed catalogue, ask customers if they would like a copy when they order. Don’t feel that the web is your only channel – you have multiple routes to your customer. It is much easier and cheaper to sell more to an existing customer than it is to win a new one. Research suggests that customers who buy through multiple channels are the most profitable.
LOOK FOR EVERY OPPORTUNITY TO PERSONALISE YOUR SERVICE
The internet is generally very impersonal, so you need to communicate that your business is run by human beings who care about their customers. This also reassures them that they have a contact if there is any problem – it is much better than a faceless corporation.
IMAGE IS AN ISSUE WHEN A CUSTOMER HAS NEVER MET YOU
Take all the chances you have to exceed expectations and build your reputation. If you need to call a customer for any reason – for example, for security purposes, if the credit card and delivery addresses are different – take the opportunity to offer something extra such as a free gift-wrap service. This helps protect you without offending the customer.
KEEP CUSTOMERS INFORMED
If there are any issues like an item being out of stock, tell the customer at once and take full responsibility. Never, ever blame anyone else – even the courier. Nothing is more infuriating for the consumer than when a supplier blames some third party over whom they have no control.
WHEN A MISTAKE HAPPENS, CORRECT IT AT THE HIGHEST LEVEL
Customers appreciate it when a manager calls, rather than the most junior person; it makes them feel important to the company. Also the manager has more power to offer compensation or to rectify the problem. An apology works wonders, especially if it is accompanied by a token to acknowledge the problem, such as a discount voucher against future orders.
REVIEW YOUR SERVICE CONTINUALLY
Contact customers, or a cross section of customers, some time after delivery and check they are happy with what they bought and with your service to them. You can do this by email or by telephone. This gives you feedback on your operation and also gives you another legitimate chance to sell something. Your customer may have ordered one of something to try it out – if they are happy, you may get a larger order immediately. If they have any problems, apologise and deal with them.
REMIND EVERYONE IN YOUR ORGANISATION THAT YOU ARE ONE COMPANY
It is everyone’s problem if a customer is unhappy. Never let one department or staff member criticise another; customers will not be reassured about a company that is warring with itself. Focus on beating your competitors, not your colleagues.
TREAT CUSTOMER COMPLAINTS AS AN OPPORTUNITY, NOT A PROBLEM
As well as exposing specific problems that need to be fixed, customer complaints are a great opportunity to learn and improve. They should not be buried away and forgotten, but analysed. It’s also good to share both positive and negative feedback with everyone in the organisation. If a staff member is mentioned by name, pass this on for praise but don’t publish it in the case of criticism. This reminds everyone how important it is to keep customers happy – and provides a well-earned pat on the back when things go well.
This is just a sample of the advice for selling online from Chris Barling. The full book of over 300 tips for running an ecommerce website is available as a free PDF at http://www.actinic.co.uk/free-ebook-selling-successfully-online.html
