Review your service continually
Written by Aniko Szemzo
Thursday, 24 May 2012 00:00
Contact customers, or a cross section of customers, some time after delivery and check that 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.
When a mistake happens, correct it at the highest level
Written by Aniko Szemzo
Tuesday, 22 May 2012 00:00
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.
Ways to show customers you care. Take full responsibility
Written by Aniko Szemzo
Monday, 21 May 2012 00:00
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.
Image is an issue when a customer has never met you
Written by Aniko Szemzo
Friday, 18 May 2012 00:00
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.
Look for every opportunity to personalise your service
Written by Chris Barling
Thursday, 17 May 2012 00:00
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.
Go multi-channel
Written by Chris Barling
Wednesday, 16 May 2012 00:00
If you have a printed catalogue, ask 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.
Keep the customer informed
Written by Chris Barling
Monday, 14 May 2012 00:00
If you can afford it, pro-actively 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.
Ways to show customers you care. Send an immediate acknowledgement
Written by Chris Barling
Monday, 14 May 2012 00:00
Send an immediate acknowledgement as soon as an order is placed. This can be automated by your ecommerce package or you may choose to send a personal note. It is much easier for small companies to offer such personal touches than for corporates with their larger volume of orders.
Ways to show customers you care. Don't talk about it, do it.
Written by Chris Barling
Friday, 11 May 2012 00:00
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.
Avoid damaging your brand
Written by Chris Barling
Thursday, 10 May 2012 00:00
Common sense tells us that consumers see a single brand whether they are looking at a web store or the related retail outlets. So make sure the experience is equally good in every channel.
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