As I mentioned before, most of the people who visit your store will still
find the idea of buying online a little strange. You have to reassure them. The most
powerful confidence builder is a top-quality site: high production values go to work
directly on the visitor's subconscious. But it's also important to reassure visitors
explicitly.
For example, if you are determined to provide great customer service, tell your visitors
so, right on your site. Guarantee that they will be
satisfied with what they buy from you, or you will refund their money with no questions
asked.
Your site should offer secure online ordering, and you should say so to visitors. But If
you try ordering online yourself, you'll find the biggest concern that you have is not
security. I bet what you'll find yourself thinking is, who are these guys? Did they
actually get my order? Are they going to send me the products? When?
When someone places an order from a store, we always generate a confirmation page thanking
them for their order, and telling them their order number. That is a good first start, but
you as the merchant should also send them an email thanking them for their order and
telling them when it will arrive.
And make sure that you ship orders quickly. Web users want fast results. They don't want
to hear that they should expect to wait 4-6 weeks for delivery. This is not 1910. Tell
them they will get their order in 3 days.
And make sure they do. The consumers ordering on the Web now are like the scouts of an
oncoming army. They will determine your reputation for service for years to come. If you
do a great job, they will tell all their friends about you.
Ordering online is still an unusual thing to do, so people who do it are proud of how
adventurous they are. Have you ever listened to someone talk about ordering online?
"It was no big deal," they say, swelling visibly. "I just went to their Web
site, found what I wanted, and gave them my credit card number. Three days later the stuff
arrived. No problem."
People love to be able to tell such stories to their friends. It's the most valuable kind
of free advertising for you. So make sure that your customers have good stories to tell.
If you do a bad job, your customers will also tell all their friends, and you will be in
big trouble. Word spreads very quickly on the Internet.
Especially this year, treat your Web customers as if each one were as important as ten
customers. Because if you treat them well, each one will turn into ten customers.
Do you want to hear what your customers have to say about your Web site or your products?
You should. Tell them that you want to hear from them, and put a prominent email link
and/or phone number in your site. Try including a link that will let visitors send email
directly to the president of your company. Few will bother to send mail, but everyone who
sees it will be impressed by your attention to customer service.
When a customer does send you mail, respond promptly!
Customers who have taken the trouble to send you email are like gold. Talk about qualified
prospects. So treat them like gold. If you can, make it a corporate policy to respond to
email within an hour or two at most. You have to reply eventually, so why not do it right
away? Customers will be delighted to see that you care about them. |
