The Lost Art of Customer Service:

A few years ago online stores were going to shut down traditional
retail as we know it.

There was going to be a huge shift in shopping, no longer would
we go to the mall, instead the mall would come to us via our
computer screens.

While this shift will likely still happen in one form or another
retail stores are still doing just fine thanks to a comedy of
errors by their online counterparts that have left a foul taste
in the mouths of many online shoppers.

The dot coms with heavy budgets are dropping like flies because
they brought the high tech to the table but they forgot the high
touch that quality traditional retailers have always used.

The advantages of shopping online are still many, online retailers
simply need to make their web sites more usable if they want to
compete and capture their market share.

Realizing the initial folly of their ways, online stores are now
trying to become more traditional. Some try to set us aisles for
customers, many use shopping carts which are designed to simulate
shopping in a brick and mortar store and there is often a check
out process that is also similar.

All this happens automatically, it is the high tech side. What
about the high touch? Where is Bob the shoe salesman who greets you
as you enter? He may be annoying with that seemingly endless
plastic smile but at least if you want to know if the suede
loafers come in your size he will happily check.

There is the key to beginning effective customer service.

***Answering a simple question with a simple answer.***

No scrambling for an FAQ page that seems to stand for Failure to
Answer Questions rather than Frequently Asked Questions. No
clicking on customer service buttons that lead to an email
address that gets sent into a black hole never to be answered.

The larger the site, often the worse the customer service
experience.. With many of the large brick and mortar giants
coming online they stand to wipe out their pure play brothers and
sisters, but only if they remember what made them succeed
offline.

In between the collision of giants the small website still stands
to make their mark. Rather than spending hard earned dollars on
bringing in more traffic why not convert the ones you have?

When a visitor comes to your site they are often looking to get
more information or make a purchase then and there. Your site
needs to answer each and every one of their questions, guide them
through the purchasing process and send them on their way
satisfied.

There are basic components of integrating effective customer
service into an effective web site:

1. Contact Us page link on every page, you never know when someone will
   have a question and reach out to ask it.
   Make sure that page has an email address (not just a mailto link
   but an email address that can be cut and pasted). A phone number,
   (toll-free if possible), a physical address, fax number, etc...
   Also make sure to include a form, new Internet users are often drawn
   to the novelty of filling out forms online.

2. A link to your Privacy and Security Policy must be clearly
   posted on any page where people may provide personal information
   or think about making a purchase. Set your visitors at ease or
   watch them leave for your competitors site.

3. Respond as quickly as possible. When a visitor sends you an
   email, they are interested. As soon as that email is sent they
   will likely move onto a competitors site. Follow up before
   someone else does (and that doesn't mean just an auto responder).

4. Small sites often have the ability to personalize the shopping
   experience, when someone provides you with contact information
   personalize the return email, include whatever details they
   provided like their name or request details. 

5. Let them know somewhere in the tangled mess of wires and silicon
   there is a living, breathing human being who will take care of their
   order, and solve any problems that arise.

6. Create an effective FAQ page. Brainstorm and come up with a
   list of every question you've ever been asked. Split it into
   categories and make it easy to navigate. Visit other websites
   with similar content and see what questions they address.
   Constantly add to your FAQ page, if one person asks a questions
   others are surely thinking it.

7. Put your site to the test, get friends, family members or
   complete strangers to test your site and complete a purchase.
   Watch them struggle and smooth out the rough spots. When was the
   last time you tried to use your own site?

Whether you are a one person show wearing all the hats or a huge
firm with thousands of products, chances are you can improve your
Customer Service Quotient.

The numbers of online shoppers are growing daily, give them what
they want to complete their transaction.

The websites that do will watch their profits increase. Those
that don't will appear in the dot com obituaries.

It is up to you where your site will end up but with an effective
Customer Service Strategy you can set yourself way ahead of your
competition...

As always, Happy Marketing!

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