The personal touch isn’t the only factor in your customer service reputation. What you do online is a huge factor. Here’s how the best get it done right.
The very best online customer service providers — considered “elite” by online researchers at StellaService — aren’t just technically ahead of the curve. They know how to treat customers whether they want a strictly online relationship or a more in-touch one.
Here’s what StellaService found the top companies — such as Amazon, Apple, LL Bean and Zappos — do extremely well when it comes to delivering an outstanding experience. We’ve included tips that any company can use.
- Make it easy to reach a person. Even strictly online companies (that would probably rather keep contact online) make it easy for customers to get through to a person. Like Netflix, post your contact center number on every web page.
- Respond quickly. The best in class respond to online inquiries within an hour of receiving them. Not a day. Not a half day. That sets the bar. If you can’t respond personally within a few hours, send an automated one that gives customers an opportunity to call for immediate help.
- Deliver quickly. Zappos and Amazon set a high bar for fast delivery — like a day or two. If you can’t meet that for standard orders, consider this: Most customers have no problem waiting longer if they’re offered free shipping, one study found.
- Refund quickly. Great companies refund as quickly as they deliver goods. Ask fewer questions when customers want refunds, and you can likely deliver refunds quicker.
