Customer Service Matters
January 12, 2010
Serve the Person in Online Interactions
It’s easy to think of customer service in terms of the “real” world; in brick and mortar business. Anyone who has eaten at a restaurant, bought something from a clerk at a store, had assistance while shopping, etc, has had some level of customer service. But how does on measure customer service for online business?
In my opinion, client or customer care should be a top priority in eCommerce. The physical element (smiling, handshakes etc) has been removed, thus creating there is a reliance on less concrete factors to shape the customer or client perception of your business.
- How accessible are you to your customers or clients?
- Do you have a 1-800 number?
- When customers call, are they able to speak to a live person, and if not, what is the average wait for a return call?
- Do you respond to emails on a personal basis, or are generic template responses used to handle the mass?
- Do you have a written Customer Service policy that includes all of the above (as a starting point).
- What is your turn around time on general inquiry emails?
How important do you feel when you click on the “Support” link on a website, to find an automated ticket system that received your form? I’ve dealt with numerous companies and Customer Service or Support teams, and while I can understand the reasoning and efficiency behind automated systems – it just doesn’t “feel” good as a customer.
And, in my experience, those companies that choose a more human approach end up with more of my faith and loyalty in the future.
Competition is fierce in business; top notch customer service that incorporates a human element may give you an edge. If your business relies on referrals or repeat customers, you definitely want to make sure you are providing the best customer service possible.
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