Chuck Bila - DigitalWork
Most business analysts agree that the quality of customer support will separate good companies from bad. In a recent study of online shoppers, the Society of Consumer Affairs Professionals reports that superior customer service, also called client services, can be the deciding factor in building a loyal relationship between customer and company.*
To nurture this client-business bond, plan on receiving and answering client feedback, both good and bad. Buried in this feedback are sales opportunities and potential repeat purchases. You also need to fill orders and replace or refund returns within a defined timeframe.
In the fast-paced e-tail marketplace, turning the offline service model of "taking a number" into the online model of providing excellent customer support by e-mail and telephone can propel your business ahead of competitors.
Be Accessible
Include contact information, or a link to it, on your web site's home page. At a minimum, contact information needs to include an e-mail address - preferably with an HTML form so that users can directly e-mail you from your site. Also include a telephone number - preferably a dedicated toll- free line. You also should include the times when service reps will be taking calls.
When service reps aren't available, you'll need a reliable voice messaging system. Communication specialists such as Ameritech.com offer business owners many message system options.
As your company continues to grow, you may want to consider using a call center to handle your client service needs. Customer relation portals such as Aspect.com offer professional client services to smaller "mom and pop" e-shops as well as to larger companies.
Be Personal
Online client service doesn't need to be impersonal, even when managed through e-mail and voice messages. Customer communication software provided by companies such as Kana and Annuncio can help you tailor personal responses and follow-up messages for a more intimate customer experience. Some online companies such as DigitalWork.com have taken the initiative to offer real-time customer service via the Web.
Be Prepared
If you're running a promotion that may increase traffic to your site, or if your business grows quickly, be ready for a surge in customer feedback. Nothing can put a nail in the client relations coffin as swiftly as one repeated phrase: "Please hold. Your call is very important to us."
You also need to answer client e-mail quickly -- usually within 48 hours. Any longer than that and your customers will defect to competitors. Setting up an automatic e-mail response system, letting clients know you've received their inquiries and when they should expect an answer, should set realistic expectations for both you and your clients.
Be Interested, Honest and Thorough
By listening to your customers' feedback, and dealing with their needs in a timely manner, you can build a loyal client base. Remember: These same clients can either praise or slam your site when speaking to other customers.
If your site promises delivery by a certain time, make sure that deadline is met. If you promise a money-back guarantee, honor all returns before product warranties expire. What you say versus what you do directly impacts your business's online success.
You can reduce frequent inquiries by creating a comprehensive section of Frequently Asked Questions, or FAQs, on your web site. If you're a new business, you can build and refine this section based on your customer feedback. By listing standard answers to standard questions, you can incorporate self-service into your online business and eliminate many repeated e-mails and telephone calls.
Your client service specialists need to act like hotel concierges. By knowing your clients - their likes, dislikes and online behavior - you're armed with ammo when planning strategic marketing campaigns.
Many third-party services offer CRM software to track the demographics of people visiting your site. CRM software can identify and attract valued customers, and help you maintain a comprehensive database to predict market trends, lead successful promotions and maintain healthy customer relations.
* The Society of Consumer Affairs Professionals (SOCAP) http://kc.dwdata.com/kc12315673.1546.0.1913 | ABOUT THE AUTHOR: Chuck Bila is a staff writer at DigitalWork.com. You can e-mail him at cbila@digitalwork.com