Online Customer Service
Good customer service can make or break obtaining and retaining a customer online. It’s no different than in-store. Nordstrom has thrived for years as being the brand that is best known for providing excellence in customer service. The truth is that customers have those same expectations for your brand online, and as eCommerce continues to grow customer service is going to be the key differentiator for where consumers want to invest their money. It’s also one way that small businesses can level the playing field with big brands. Here are some things to consider in providing customer service online:
Make it easy for your customers to contact you should they have a problem or issue they need to resolve. You’d be amazed at how difficult it can be to find contact information or customer service resources on some sites. Make it clearly visible for your customers to find, you don’t want them leaving your site in frustration. If you provide a service that could need customer support 24 hours a day, consider a service infrastructure that will allow you take care of customers’ whenever they need you.
Warby Parker uses their Warby Parker Help YouTube channel to post video responses from team members to questions posted daily to Facebook and Twitter. Amazon offers on-device tech support through Kindle’s Mayday button to let you connect with an Amazon expert via video. And while those may seem like more sophisticated methods, consider service agents that are simply skilled to support your brand. Online retailer and mens fashion brand, Jack Threads, offers a live chat service provided by university students with a keen fashion sense.
Make Sure You’re Listening
Not all customer service issues come directly to you. Customers may utilize your social media platforms such as Facebook or Twitter to express their issue. Monitoring your social media platforms for this type of management is crucial to respond quickly. Use social media scheduling tools like HootSuite or consider other social listening platforms like Sprout Social or Meltwater to track customers talking about your brand.
Understand that you can’t please everyone though. You may have unsatisfied customers from time to time, but it’s best to have a planned response strategy. The key is not removing the content (unless it’s offensive to others), but managing the response. Sometimes people think the best thing to do is to remove negative comment or block the person, but that could actually add more fuel to the fire. If you’re at fault, admit the error and offer to resolve. You’d be surprised how many unhappy customers might be put at ease by being acknowledged for their complaint.
Take Notes & Pass Them On
I mentioned Nordstrom at the beginning of this post and while most of the magic of their customer service takes place mostly in-store, there is a great takeaway that can even be applied to managing customer service online. The fashion retailer collects customer service examples, “Nordy stories,” from their employees and publishes to share with other employees. It goes beyond protocol for instances of handling returns or out-of-stock product, but serves as a guide to teaching employees how to be the best at serving customers.
Yeah, you’ve made the sale, but one great way to ensure your customers come back is to show that their feedback matters. Encourage them to provide a review about the product or service, but reward them for sharing their opinion. Maybe it’s access to an exclusive product or a free product sample. If they’re a first time customer consider offering an incentive for returning, possibly a discount of their next purchase.
Truly Serving Your Customers
Your customer service should go beyond just managing issues or getting return visits. Use your customer service as a competitive edge; make your brand unique or memorable in the consumer’s eyes. Let your service be another story they share.
I still have fond memories of staying at the Soho Grand in New York a couple of years ago. Sure it’s a fantastic hotel alone, but the amenity that caught my attention was a simple goldfish. The pet-friendly hotel offers guests a “goldfish team member” at no charge to accompany guests for the duration of their stay. It was a thoughtful gesture to make my stay more enjoyable.
Want to hear more inspiring stories of customer service? Check out this amazing collection of 10 Unforgettable Customer Service Stories by Help Scout. It just might leave you asking what have I done for my customers lately?
Photo Credit: reynermedia