Online Customer Satisfaction
You’ve asked customers for feedback in surveys. You’ve read all of the online reviews. You’ve listened to what people have told your customer service reps on the phone. So what do you do with all of this customer feedback? Here are a few ways you can turn feedback—positive or negative—into something productive.
Improve Your Staff With Customer Feedback
People love to receive good service. If you want to raise approval ratings for your brand, this is the fastest way to do it. It’s also what people are most likely to complain about. So listen to those customer-service call recordings, and pay attention to online reviews and survey responses to see what your team can do. Then provide better training for new employees, and try to train and salvage the employees you have, rather than getting rid of anyone who has ever made a mistake.
Make a Better First Impression
Learning from the mistakes of the past (as well as the things you did right) can help you to make a better first impression on future new customers. The better that first experience is with your brand, the more likely you are to get repeat business.
Learn Your Customers’ Lingo
If you speak like a consumer, you’ll get a better response. You may say that your new kitchen knife can cut through a shoe, but the customer may not care. If you read a ton of positive reviews that say the knife cuts through vegetables like they were butter, guess what your new slogan should be.
Research Your Own Market
This is a unique opportunity to direct feedback to the kind of information that you need to know. Do you have two or three products that are best sellers? Ask specific questions about what appeals to consumers in regard to those products. Then you know how to make the whole product line more appealing. And once you’ve made the changes, you know how to market the new and improved items.
Some customer feedback is requested, and other feedback is given whether you want it or not. Use both kinds to be a better brand
Long Term Customer Engagement: It is the Results That Count
The customer life-cycle has an end goal and that is a sale. It all starts when a consumer is first made aware of your company. A lot goes into altering perceptions so that consumers come to not only know but trust your brand. Long term customer engagement can thus be the key to turning first time buyers into long term customers. So, let’s take a look at that first sales experience, and discuss what to do next.
Action is the easiest part of the customer lifecycle to track. Sales figures are easy to look over. For example, you can browse total revenue or the number of sales for a given day. But what happens once you make that first sale? First-time buyers will now have a new perception of the brand. This experience will either confirm the testimonials they heard from others or create a discrepancy in their mind between what they thought and what they have found out on their own.
This makes good customer service and support a vital component at this stage of the customer lifecycle. If a consumer has a problem with a product, a good return policy could make the difference between a bad or good experience. In fact, it could cause them to further trust the brand. Similarly, what if a consumer has trouble operating a product? Good support can create a situation that results in the consumer knowing that they can count on your company.
Make sure your company is accessible. Staff an in-store customer service desk with helpful, friendly people. Provide phone support and chat support, rather than just an email address that gets checked once per day. Respond promptly and try to settle all issues in an amicable way unless the consumer just isn’t open to agreement. Even social media can be used to provide a good after-purchase experience for buyers.
This good experience not only creates loyal customers, but potential proponents of your brand. It is true that happy consumers often share their experiences with others. Long term customer engagement, therefore, is the best way to build and maintain your business.
Keep Your Online Shoppers Coming Back: Treat Them Like You Would Like to Be Treated
A disgruntled customer isn’t going to storm out of your online store and come back to drive their SUV through the glass. They just won’t come back at all, which means lost sales. Here are some suggestions you can apply that will keep your online shoppers coming back.
First of all, you should not charge the customer for returns. It is annoying to pay for the return postage just because someone ordered the wrong size. However, if you think of it as overhead, just like what brick-and-mortar stores have, it may be easier to take. And, think of it this way, you don’t have to worry about customers walking out of the store with a product they didn’t pay for.
Second, be sure your product descriptions are worthwhile. Here’s an example: Don’t sell speakers and forget to list the frequency response range. Informed consumers want to know these kinds of details, even if it’s just a portable speaker. It is also important to provide information like accurate product dimensions, including weight.
Also, make sure your ‘Search’ works correctly. If a customer searches for hard-shell luggage and they get 3 results, well, that is good. However, if they go to buy or select another item and your site’s ‘Recommended products’ includes another hard-shell luggage piece that wasn’t in the original results, they will quickly get frustrated and move on.
“How many hoops do I have to jump through to get you to take my money?” If a customer is wondering this, then the odds are items will get left in the cart—and they won’t be back for them. Make the site easy to navigate, especially the checkout procedure. Make it easy to adjust items in the cart, whether it is removing an item or adjusting the quantity.
Finally, customer service may be even more important to online shoppers. If there is an issue, respond promptly and try to resolve it to the customer’s satisfaction the first time. If you follow these suggestions, you will keep your online shoppers coming back, time and time again.