The other day I mentioned that one of the best ways to attract more customers to your home – based ecommerce business is to do things that challenge customers’ perceptions and assumptions about purchasing things online instead of in the store. One way that you can do that is, as I mentioned the other day, challenging the assumption that shopping online means paying a lot in shipping fees in exchange for the convenience. Today, I would like to talk about another way that you can set yourself apart from your online and brick and mortar competitors – customer service.
While many people may feel that online transactions are a rather impersonal process, it is important that your customers know that you are dedicated to meeting their needs and exceeding their expectations. A great price on an item will only get you so far – people want to know that you are committed to helping them resolve any issues that may arise regarding their purchase. Here are a few tips for building trust and earning a reputation as an online seller who provides excellent customer service.
One way that you can reassure customers that you are there for them is to display your contact information and contact options prominently on your ecommerce site, preferably in multiple places. If a customer has a question or concern, he or she will know exactly how to reach you instead of having to search around on the site for that information. You can even invite customers to contact you through your business’s Facebook page, and Facebook is very easy to work with on mobile devices. Even though it may sound odd to offer customer support through such a public channel, other fans will see your efforts and this will in turn build their trust too.
In the course of ordering items from your ecommerce site, customers provide you with their contact information. You can use this information to build a lasting relationship with them. Send a follow up email after their purchase, thanking them for their business and perhaps even offering a discount for their next order. Also, score big points with your customers by building a subscribe and unsubscribe link or button into that follow up email so that they can get on your mailing list for future discounts and announcements or be free of additional emails from you if that is their preference.
When customers to contact you, respond promptly. Listen intently and ask clarifying questions to be sure that you fully understand what they need. If you need a few minutes (or hours) to create a solution to their problem, be upfront and tell them that. They would rather wait a few hours and get a great answer that solves their problem than a quick answer that leaves them no better off than when they contacted you in the first place. The bottom line is that you have the power to excel at customer service and build an army of loyal customers. You have no big company dictating your customer service policy, and you get to decide how you serve your customers. Customer service is a big responsibility but if you give it the time and energy it deserves, it can be one of your ecommerce business’s most valuable assets.
Photo by alvimann on morguefile.com.