6 Ways to Improve Customer Service for Online Retailers
With the paradigm shift from brick-and-mortar to online retail, too many business owners think that great customer service has lost its importance. A customer, however, is always a customer, and whether the purchase process takes place in a store or on a laptop, in order to get repeat business, you want to give your buyer the easiest, most enjoyable experience possible. If you're unsure how to improve customer service online, follow these helpful pointers:
1. Offer live chat. Live chat provides consumers with the ability to receive information in real time from a real person. Requiring a shopper to read the fine print of a policy manual or have to navigate the labyrinth of telephone customer service may just propel them to your competitor. Live chat is an effective customer service option that you can provide at relatively little cost which can boost your repeat business markedly.
2. Streamline the process. Make it easier for your customers to make a purchase. Institute a guest checkout program so your buyers don't have to create a full account. Those that want to create an account can always do so, but the more requirements you have, the more shoppers you're going to drive away.
3. Use your social media presence. Reach out to prospects via social media and devote the appropriate attention to keeping your current customers satisfied. If anyone posts a complaint about your business, address it immediately. Doing so can help convert that potentially harmful event into a positive one for your business. Respond to all comments within one business day at most, and post fun information and enticing offers regularly, but not too regularly — nothing scares off a "friend" faster than spam.
4. Clearly explain your return policy. Make sure your return policy is absolutely clear, especially if you accept limited returns. The last thing you want is for customers to make purchases and then be hamstrung by your returns policy. Make it clear going in what's returnable and what isn't, who pays shipping costs, and exactly what customers need to do to complete the process.
5. Offer multiple payment options. The more payment options your company offers, the better off you're going to be. Strongly consider PayPal, which is nearly ubiquitous nowadays and provides a level of ease that appeals to customers. Also consider including American Express on the list of credit cards you accept. Even though its transaction fees are higher, it's generally worth adding for the additional sales you're likely to convert as a result.
6. Include a FAQ section on your website. Most online customers place a high priority on their time, which is likely why they're shopping online in the first place. Include a comprehensive FAQ section on your website so your customers can get the information they need quickly and conveniently.
Running an online business presents many benefits. Take the money and effort you're saving from brick-and-mortar overhead and reinvest it in customer service. Treat your customers like royalty, overly compensate your less-than-satisfied buyers, and always look for ways to improve. Once your profits increase, you're going to be glad you did.
What are you doing to improve customer service?
David Bakke is a contributor for Money Crashers, a personal finance and business resource that shares tips for smart money management. David is also a small business owner based in Atlanta.
