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It’s one thing to present a great appearance to a new customer and win
their first order. Now you have to deliver the service you have led them
to expect! If you can demonstrate that you really look after your
customers and give them a great experience, they are very likely to come
back and order again and again. The simple key to showing customers
you care is to ask what you would like if you were a customer.
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If there’s anything worse than bad service, it’s receiving bad
service after you’ve been told how great the service is. It’s much better to
actually provide good service than deliver platitudes about it.
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This can be automated by your e-commerce package or you
may choose to send a personal note. It is much easier for small
companies to offer such personal touches than for corporates with their
larger volume of orders.
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If you can afford it, pro-actively monitor deliveries. Find out
from your carriers what didn’t get delivered as promised, then contact
your customer to let them know what’s happening. Customers will
think this is great service, and it turns a failure into a demonstration
that you care.
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If you have a printed catalog, ask if they would like a copy
when they order. Don’t feel that the web is your only channel - you have
multiple routes to your customer. It is much easier and cheaper to sell
more to an existing customer than it is to win a new one. Research
suggests that customers who buy through multiple channels are the
most profitable customers.
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The internet is generally very impersonal, so you need to
communicate that your business is run by human beings who care about
their customers. This also reassures them that they have a contact, if
there is any problem - it is much better than a faceless corporation.
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E-commerce customers care
