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
I talk to all kinds of current and new Netrepreneurs every day. Yesterday, I was asked by a new client:
“There is so much information and so many ’solutions’ out there… What’s the one piece of advice you would give someone new to the online business world?”
My answer was that besides the obvious of knowing you have a desired product at a competitive price and a realistic budget to begin; find someone you can trust!
It’s that simple. If you have someone you can trust on your team to weed through all the information and those “solutions” that many times only have the provider’s interest at heart, you not only don’t waste time making mistakes, but you also save money by not spending it in areas that are not necessary.
We live in a world where trust is hard to find and attain. Investigate your potential partners to make sure they are trustworthy, ethical and reliable. You’ve heard the saying “consider the source.” Do just that!
If the source is new or lacks credibility; don’t pay attention. Experience and trust can only be gained after years of walking that walk — it isn’t instantaneous simply because you put up a Web site.
Learn just enough to know who has your best interests at heart and those who are just giving you a pitch. Your gut will tell you the difference. Talk to them on the phone to get a feel for their genuineness and personality. E-mail to see if you get a prompt and courteous response.
Every day, I see the “big name” companies and fly-by-nights alike take advantage of what their customers don’t know. Whose at fault here? Both sides.
The big name companies for relying on what their customers don’t know as part of their business model and the fly-by-nights only interested in getting into your pocketbook and then they’re done with you. And their customers, who like lemmings do not learn enough to know when they are being treated poorly or not getting what they thought they paid for.
Once you find partners you can trust; you then are freed up to work on running your business because your back is covered. That my friends is a pretty liberating feeling!
At your service,
Judith
Simple “Customer Service” won’t cut it. Answering inquiries when you get around to it, shipping at your convenience, not paying attention to details or communicating as though you didn’t make it out of the sixth grade, will put you in the same league as the majority. You need to be extreme and offer extreme customer service!
To stand out online you need to have
Extreme Customer Service and prove it!
Courtesy, honesty and integrity are key. Now, I’m not going to blow smoke and tell you that by being honest and having integrity that’s all that is required. It isn’t. I can tell you from experience there will always be those customers where honesty or integrity are of no interest in lieu of just doing what you are told simply because you are being paid or offering the lowest price (regardless of quality).
In any business one has to realize that you can’t be everything to everyone. So don’t try! That’s part of offering Extreme Customer Service! Catering to your target market, knowing what they want and giving it to them X10! Over deliver!
Don’t dilute your efforts by trying to cater to the masses. Realize that those who do not value honesty and great customer service in lieu of cheaper prices and/or lack of quality or professionalism are those customers who most likely will not be profitable customers anyway.
Extreme Customer Service means that you answer e-mails within an hour. You have your products in stock and you ship that day if possible. You say what you’ll do and you do what you’ll say — without fail!
If you are e-mailed about an order, you jump on it and clarify any issues or questions. You make sure your customers know they are valued and appreciated by thanking them and using the epitome of professionalism and courtesy in your communications.
You take the extra steps and make the extra efforts to be THE company they want to do business with again in the future.
Online, more times than not, customer service levels are inadequate, sludge slow or plain old non-existent. Use that to your advantage to stick out like a sore thumb!
At your service,
Judith
