E-commerce: Provide Positive Online Customer Service

As a cataloger, you’re used to fielding customers’ questions when they call your contact center, but how do you address the growing number of customers who make their purchases online? Bryan and Jeffrey Eisenberg, authors of “Call to Action: Secret Formulas to Improve Online Results” (Wizard Academy Press, 2005. $25.95), say there are four basic rules to follow in providing great online customer service.

1. Provide simple Web site navigation that makes it easy for online visitors to find what they’re looking for quickly, write the Eisenbergs. Examples include a search box on every page, and links to related products on individual product pages.

2. Your toll-free number should be displayed prominently on each page of your site.

3. Provide a clear and simple buying process. Customers may have questions regarding billing, receipts, payment options or the checkout procedure in general. Provide answers clearly in an easy-to-find manner. “This is a critical point for most shoppers, and you don’t want them abandoning their shopping carts in confusion, frustration or because they don’t trust you,” the Eisenbergs write.

4. Give your customers a reason to trust you. If they have questions not answered by your Web site, provide fast, knowledgeable and complete responses over the phone or via e-mail. Cheerfully honor any and all guarantees listed on your site.