In the competitive world of e-commerce, you may not have a multi-million dollar advertising budget, a large team, or celebrity endorsements. However, there's one area where you can outshine even the biggest e-commerce giants: customer service. As a small business, your size could be your advantage in providing superior customer service.
Often, the most memorable customer service experiences occur in small businesses. On the contrary, larger companies tend to be the source of customer service nightmares. This is not a hard and fast rule, but it's a pattern that many consumers can relate to.
Large companies often struggle with the volume of customer service inquiries they receive. They may lack the manpower to provide efficient and timely service. This problem is not exclusive to brick-and-mortar businesses; e-commerce giants also face these challenges. With high traffic to their sites, these companies often struggle to handle the influx of questions and comments, leaving customers feeling neglected.
A study by Gartner surveyed 50 top-rated internet retail sites on their customer service readiness and effectiveness. The results were revealing. None of the sites were rated as excellent in customer service readiness. Only 23% were average, while 73% were below average, and 4% were poor.
Another study by Resource Marketing echoed these findings. It highlighted that large merchants like Wal-Mart and Williams-Sonoma were making significant customer service mistakes.
As many large e-tailers streamline operations to stay afloat, it's hard to imagine customer service improving. In fact, customer service issues online have become so prevalent that an entire sector has evolved to deal with them. Companies like Egain Communications and Kana Communications offer automated customer relation management (CRM) solutions. However, these automated services still have a long way to go before they can replace human interaction.
This is where small businesses can leverage their advantage. While you may not have the traffic volume of larger sites, you can create a higher percentage of repeat visitors or buyers with superior customer service.
People want their questions answered quickly. They want their customer service issues resolved promptly. Providing a phone number is essential, but in the digital world, people want an immediate, internet response.
Managing a small business or website is already a full-time job. However, making customer service a focal point of your website can yield significant dividends for your traffic and profit.
Here are some ways to enhance your customer service:
By taking the work out of it for your visitors and rewarding them with quick, friendly responses, you can make your customers feel valued. This is your most important asset.
