Robert Clegg: Ecommerce Marketing
Welcome to the Robert Clegg Medium blog. Whether you realize it or not, customer service plays a major role in most of the purchases you make. Think about when you’re looking to buy a particular item that multiple brands sell for roughly the same price. What sets the one you select apart from the ones you pass up? While brand equity and familiarity often play a role, it often comes down to how quickly you’ll get the product, what support it comes with and how comfortable you are with the brand. Each of these aspects falls under customer service and indicates the importance of selling service to customers instead of just products.
Unhappy customers are unfortunately inevitable in any kind of business. To avoid any conflict, include as much information on orders as possible. This means providing detailed information on such matters as shipping and return policies, warranties, guarantees, and other information that could affect the customer’s experience.
It is essential as well that customers feel as though you were on their side when a problem occurred, so follow up to make sure the problem was fully resolved and that the customer is satisfied with the service. You can do this through an email or a feedback survey — the goal is to let the customer know you are on their side.
Invest heavily in high-quality site search functionality. This will help to keep customers satisfied, and you will avoid unnecessary interactions that waste your time. Lastly, one of the best e-commerce customer service tactics is to offer free shipping. It costs you a couple of extra dollars, but it goes a long way in impressing customers and persuading them to make that first purchase and maybe others down the road.
Customer service may not be most companies’ favorite activity, but it should be a major point of emphasis. When you’re looking for ways to improve your e-commerce site, analyze your customer service and look for areas where you can improve.
Rob Clegg is a consultant, entrepreneur, and a business founder specializing in Tech. Visit the Robert Clegg website here. Learn more about Rob Clegg online here. Follow Rob Clegg on Instagram here.
