CASHING IN ON CUSTOMER SERVICE

When was the last time you received *great* customer service?
Last month? Last year? The early 80’s?

It seems these days many businesses simply don’t place a high
priority on customer service. It’s evident from the kid at the
drive-thru who thrusts your food at you without so much as
grunting “thanks” to the major corporation who assures you
repeatedly during your 35 minute wait on hold, “Your call is
very important to us.”

Customer service just isn’t what it should be; it’s true in
day-to-day life and it’s true on the Web.

If poor customer service can drive potential customers away, it
stands to reason that great customer service could be the
competitive advantage needed to garner more sales.

What’s the current state of your customer service? Take the
following short quiz and perhaps you’ll discover a few areas
that are in need of improvement.

Question 1: How easy is it for your web visitors to contact you?

Shame on you if you’re one of the many Internet businesses that
make their visitors search for contact information.

Your contact information should be one click away from any page
in your site. It’s easy as pie to accomplish, simply include it
after your copyright notice at the bottom of your page or
include a link to your “Contact Us” page on all other pages in
your site.

Question 2: How many means of communication do you offer?

Minimum, list your email address and phone number. Consider
listing your postal address, FAX number, and/or toll-free number
as well.

You also have the option of setting up a form so the customer
can quickly type his or her question or comment and submit it.

Sign up for one of the “live help”-type services, such as
HumanClick . These types of services
allow you to chat in real-time with your site visitors.

Question 3: What’s your response time on email inquiries?

Answering email within 24 hours is much more likely to net you a
customer than a delayed response time will.

I know someone out there is thinking, “Hypocrite! I emailed you
last year with one simple question: ‘How do I build a web site?’
and you never answered me!!”. Yes, I’m guilty on occasion of not
paying as much attention to email as I should, but nonetheless,
the point is valid: answer your email quickly and you’re more
likely to make a sale.

Email is the litmus test for a lot of folks. If they can’t get
an answer to a question when the business is trying to woo them
into a sale, what’s the service going to be like once they’ve
actually made the purchase?

Question 4: What impression are you giving customers in your
correspondence?

Since email is the primary way many online businesses interact
with customers on a one-to-one basis, we’ll discuss it.

Short, curt responses won’t cut it. It doesn’t have to be a
novel, but make an effort to send a polite, personal, and
professional-looking reply. The visitor should not be made to
feel as though his or her question was an imposition.

Question 5: Do you live up to your word?

Simply put, do you do what you say you will?

If you have a “no questions asked, money-back guarantee”, honor
it. If you promise delivery within 2 business days, do
everything in your power to make it happen.

Most people are going to take you at your word (written or
otherwise) - make sure you can deliver.

Question 6: C’mon...what do you say?

Thank you...thanks for your business...we’re grateful you
selected us for this project. Whatever way you want to say it is
fine, just SAY IT. Without your customers, you wouldn’t be in
business; show them you appreciate them!

So, how did you score? Don’t get discouraged if you didn’t get
an A+. This is one area in which it’s very easy to improve, and
even small improvements in customer service can make a big
difference in your bottom line.