Online, Without Service; You’re Nothing

The online business arena is über competitive — to underestimate that fact is naive. So let’s suspend our belief system for a moment and pretend the playing field is equal.

We all have great sites that are professionally designed and have intuitive navigation, well written SEO’d content, as well as features, functionality and resources that cater solely to our target customers.  We are all ranked #1 for all our search terms and get found when searched for.  Our prices are identical and the quality of our products are one and the same.

What would, could and can set you apart? Your customer service! If everything else is equal — customer service in of itself can ensure your business is viewed leaps and bounds ahead of your perceived competitors. And, as we all know — customer service — is something that is lacking at many Web sites, eStores and even Blogs.  (Yes, if you Blog for business there are customer service considerations there too!)

Some examples of customer service opportunities I see neglected on a daily basis:

• Not answering e-mails promptly (the faster the better), professionally and with polish!  Visit or subscribe to my Business E-mail Etiquette Blog so you can be on top of this one!
• When a potential or current customer inquires about your products or services, answer their specific questions in detail.  Don’t provide a canned response that gives the impression you didn’t even read their response!  I can’t tell you how often I run into this practice with some of the big names online!  That is if you get a response at all…
• If you do have online resources or information that the customer missed (or possibly didn’t bother to look for) be sure to send them that specific link in a kind a professional manner.
• If you say your are going to ship, send or provide something — follow through and do it.  Don’t make customers have to follow-up with you.
• Provide a FAQ on your site that covers the basics about your business, service, product or eStore and the information you do get asked for quite frequently.  That’s why it’s called “Frequently” Asked Questions.  To not have the standard and customary information on your site/eStore that is relative to how to do business with you is basically irresponsible.  Customers shouldn’t have to ask you for the basics to know what it will be like to be your customer.  (Actually, by missing all these points you tell them exactly that and send them looking elsewhere.)  That’s exactly what your Web site is for!  Use it!
• To think that by not including basic information thereby making the customer fill out a complex form just so you can garner their data is risky at best.  Know the majority will prefer to do business with those who don’t make them jump through hoops or provide “marketing data” simply to know what to expect when doing business with you.
• If you have an eStore, make sure you are familiar and comfortable with all the features and functionality available to you that will assist you in offering the best customer service experience possible.   To not use features because you don’t want to learn how to use them or take the time to utilize them is an attitude your competitors will thank you for!
• When it comes to your Blog, make a point of posting information that your customers will value — not what you want to get “out there.”   And, when visitors post comments to your Blog — respond promptly and in detail to their questions, comments or concerns.  Good, bad or indifferent that will keep them coming back for more!

These are just some of the things that can make a difference — if everything is equal — as to you being chosen by a customer to get their hard earned dollars.  But therein lies the rub.  Everything isn’t equal now is it?  So why not ensure your customer service practices are such that you do not have to worry about that aspect and can concentrate on excelling at all the other issues that can serve to set your business apart?

At your service,
Judith

Tags: Business Tips