Over the last decade there has been a major shift in buyer behaviour and we have seen the ‘content’ face to face customer become the more demanding web based customer so it is important to do all you can to keep them happy. Here are 6 ways to keep them onside…
1. Sync your customer facing channels
It is becoming more common for consumers to want to access a product/service via a number of different ways. They may want to use your website, and app, social media, phone or even visit a store in person. It is important that all of these channels can sync together to provide a seamless process e.g. a customer may see something on twitter they like and want to click through to the website page to find out more information. They may then want to phone up and talk to someone real to find out something specific and maybe even reserve your product/service. This should all be easy to do and be possible in any order.
2. Fix your mistakes
Whoever you are and whatever you do we all know mistakes happen. But it’s what you do after the mistake that makes the difference. If you notice something make sure you fix it straight away and fingers crossed no one will know. If one of your customers brings it to your attention again fix it straight away and make sure to thank whoever told you. If the mistake has affected a customer you need to make sure that you go above and beyond to make them happy, try offering a discount or a gift. A personal phone call also can go a long way to help bring them back on side.
3. Acknowledge orders
As soon as someone has placed an order they should receive an immediate acknowledgement. You should have an auto reply set up letting them know that the order has been placed. It is a good idea to have an automatic process in place that sends emails for different stages after purchasing, such as when the product has been dispatched and expected delivery date, etc.
4. Don’t become stale
Remember to regularly update your website and social media channels. Change the images and use season specific themes e.g. Halloween. Remember you’re trying to build a brand so it shouldn’t look so different that your site is unrecognisable. Update special offers regularly as well as your news articles and blogs.
5. Keep customers up to date
There’s nothing more frustrating than ordering a product only to find out that the item is out of stock. This is just one of many examples of how poor communication can lead to frustration and in turn a poor user experience. You can keep customers informed by having a clear message on you website for a number different situations e.g. if an item is out of stock or if store opening times are changing. If there is going to be a delay in delivery let them know via email or a phone call. Get your information together so you have all the facts before contacting them so you can say ‘your delivery is delayed because of XXX but it will be with you by XXX’.
6. Don’t become complacent
Just because things are going well now, doesn’t mean they can’t suddenly go horribly wrong. You need to make sure you are doing everything you can to give yourself the competitive advantage and stay one step ahead of the game. Regularly review your products/services and special offers. Keep an eye on what your competitors are doing, don’t just copy them but if they are doing something new look into it and see if you should be doing something similar. It’s essential to stay up to date with the latest trends and technology. Subscribing to several industry newsletters should help. Don’t restrict yourself to just looking in your sector because you may find that another sector is doing something exciting that could work well for you.