Home
>
Web Site Promotion
>
How To Turn Your Clients Into Raving Fans

How To Turn Your Clients Into Raving Fans

So, you don't have a multi-million dollar advertising campaign? You don't have a staff of hundreds, venture capital backing or someone from Star Trek as your spokesperson? Then perhaps it's time to look into one of the advantages that you do have over these e-commerce giants... customer service.

You might wonder how a small company can hope to give better customer service than these heavily staffed, heavily funded e-giants. Believe it or not, it may be your lack of size, that just might give you the edge.

Think about your average customer service experience in an off-line setting. Where do you usually have the kinds of customer service experiences that are so positive, you come away raving to your friends and co-workers?

While I can't answer for you, I can tell you that the overwhelming majority of my experiences of this nature have come with small businesses, often very small. Conversely, I can also say that as a rule, my biggest customer service nightmares have come with the biggest companies.

Of course, there are always exceptions, but this theory has proven to be surprisingly consistent for me. I would bet that if you compile a quick mental list of your best and worst experiences as a customer, you might find this to be true for you as well.

The problem with large companies is usually a volume issue. Many of these businesses have such a large volume of customer service inquiries, that they simply don't have the manpower to adequately provide timely and efficient service. Often, it is difficult to even find the proper channel for which to take your customer service issue.

Large e-commerce companies aren't immune to these kinds of issues. In fact, they are often even less prepared to handle the flow of questions and comments that come in from their site on a daily basis. Many of these companies experience massive volume of traffic to their sites. A nice problem to have, but a problem that can often leave the customer out in the cold.

A recent Gartner study surveyed 50 top-rated internet retail sites on their customer service readiness and effectiveness. The results were very telling. Not one of these 50 sites ranked as excellent with regards to customer service readiness. 23% graded out as average, and 73% were rated below average, and 4% rated poor.

CNET quoted another recent study by Resource Marketing which showed similar results. "Wal-Mart online is a maze, Williams-Sonoma makes customers fill out applications every time they shop, and KBkids.com automatically sends new customers its electronic newsletter, whether they ask for it or not." Caroline Cofer, a spokesperson for Resource Marketing added that many of these large merchants are "making some scary mistakes."

Now, with many of these large e-tailers streamlining operations in order to stay afloat, it is difficult to imagine customer service improving. In fact, customer service issues on-line have become such an issue, that an entire sector has evolved to deal with the problems. Companies such as Egain Communications and Kana Communications offer automated, CRM (customer relation management) solutions. Many of these automated services are ASP (application service provider) models that feature multi-channel response e-mail systems.

In other words, software that attempts to emulate a real human. On one hand, these companies should be admired for their vision, and will probably be rewarded with booming sales. On the other hand, the technology has a way to go before it is a replacement for human interaction.

Have you ever sent a question to a site's customer service center, and received the answer to the wrong question? More than likely, this was the result of automated CRM software that was unable to properly interpret your question and send the correct response.

This is where your advantage as a small company comes into play. While you may not enjoy the volume of these sites, you can create a higher percentage of repeat visitors/buyers with superior customer service. Generally, when you hear people talk about improving customer service, you hear things like: "make yourself available" and "give good contact information." This is true, but it goes beyond that.

What people really want is speed. People want their questions answered now. People want their customer service issue resolved in a hurry. Providing a phone number is a must, but chances are, people don't want to go off-line and call you for the answers to their questions unless it is a last resort. In the e-world, people want an i-response: Immediate, internet response.

Of course, you can't be everywhere at once. Managing a small business or website is already a full-time job. But making customer service a focal point of your website can pay immense dividends for your traffic and or profit. Think of it this way, if you can respond to a customer's question within 24 hours, you are beating about 50% of the large e-companies already.

If you can respond within 12 hours, I would estimate that you would be beating somewhere around 80%. If you can respond within 6 hours, you are providing customer service that most e-commerce giants only dream about.

A quick list of ways to improve your customer service:

1. Speed!

We all know as customers, that few things are more valuable to us than time. Standing in line is no fun at the supermarket, and waiting for a response from a customer service center is no fun either.

2. Contact information.

Make it easy to find. Make it an address that you or an employee checks on a regular basis. Don't make the customer work to find you.

3. Live chat.

Offer your customers the opportunity to use instant messaging software to contact you. MSN Messenger and ICQ are two widely used formats that work on almost all platforms, and it's 100% free.

4. F.A.Q and search options.

Make them thorough. Not all sites need F.A.Q (frequently asked questions) pages, but if your site does, then make it thorough and easy to understand. If your site has an search box, be sure that it gives adequate results. Test it out. It's surprising how many high-profile websites have inadequate in-site search functions.

5. Your customer is always right.

We all know that this is bull, but, the old adage still stands the test of time. Whether or not the customer is "right," our job as customer service managers is to put out fires. Quick, pleasant responses to even the most irate customers will almost always cool the situation. In fact, an efficient customer service agent can turn even the most irate customer into a loyal customer.

Take the work out of it for your visitors. Encourage them to ask questions and reward them with quick, friendly responses. Your customers and visitors are the most important asset you have. Make them feel that way!

About Tony Marino, Ph.D., Marketing

Dr. Tony Marino is not only the CEO of America Web Works (http://www.americawebworks.com), he is also the Founder of the http://www.americawebworks.com, the International ePublisher's Association, Christian Times eBusiness Newsletter and the author of the ePublishing Master's Course at: http://www.americawebworks.com Additionally, he holds Email Compliance Officer status for many of today's leading Network Marketing companies.

He has also worked with the likes of legendary Direct Marketers Ted Nicholas and Gary Halbert. Best-Selling Authors, Harvey McKay, Jack Canfield and Mark Victor Hansen. ABC Television's, Jimmie Kimmel and NBC's, Carson Daly. Online Marketers, Dale Calvert and Jay Abraham just to name a few. His offices are location in Portland and Los Angeles and he'd love to hear from you anytime!

866-824-9684

disinfecting cleaning services Buffalo Grove ..

In The News:

Joe A. from Shelton, Connecticut, lost $228,000 to a ZAP Solutions cryptocurrency investment scam after his divorce, highlighting rising online fraud.

AI-powered autonomous trucks from Waabi and Volvo target U.S. freight driver shortage with Level 4 self-driving technology and NVIDIA computing platform integration.

Survive flight disruptions with expert travel tips: Book early morning flights, download airline apps and know your refund rights during service cuts.

Apple's iOS 26.1 update delivers major security fixes, performance boosts and enhanced privacy controls for your iPhone. Discover why updating now protects your data.

Russian hackers use fake CAPTCHA tests to spread dangerous malware targeting governments and journalists. Learn how to protect yourself from these deceptive attacks.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Miami-Dade debuts America's first autonomous police SUV with AI cameras, drone deployment and real-time crime detection in groundbreaking law enforcement pilot.

Bank impostor scams cost Americans $2.9 billion as criminals use AI voices and caller ID spoofing to steal life savings. Learn nine essential fraud protection tips.

Foreign-owned apps secretly harvest personal data from seniors, making them prime targets for scams. Learn how to protect your privacy and stop data brokers today.

Sens. Josh Hawley and Richard Blumenthal introduce bipartisan GUARD Act to protect minors from AI chatbots through mandatory age verification and disclosure requirements.

Ghost-tapping scammers exploit wireless technology to drain accounts through small transactions, but RFID-blocking wallets and transaction alerts can protect you.

French pilot project demonstrates wireless charging roads that can deliver over 300 kilowatts of power to EVs while driving, potentially eliminating range anxiety.

YouTube's Ghost Network spreads information-stealing malware through thousands of fake videos offering cracked software, using compromised accounts and fake engagement.

Protect your privacy by disabling your smart TV microphone. Most TVs have hidden mics that listen even when voice commands are off. Learn quick steps to stop unwanted audio capture.

SessionReaper vulnerability hits Magento and Adobe Commerce stores, compromising 250+ sites in one day. Hackers steal data and hijack shopping sessions.

Master essential parental controls and digital safety tools to protect your kids online. Learn screen time limits, location settings and privacy controls every parent needs.

Cybersecurity expert shares six essential steps to protect against dark web threats, including data removal services, password managers and antivirus software.

NVIDIA GPU space mission could revolutionize cloud services by enabling orbital data centers that make apps, games and AI tools faster and more efficient.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Microsoft warns Windows 10 users face serious security risks as 90% of ransomware attacks target unsupported systems. Learn why upgrading to Windows 11 is crucial.

Nike unveils Project Amplify, revolutionary motorized shoes developed with Dephy that add powered assistance to every step for runners and walkers.

Cybersecurity experts warn about one of the largest credential compilations ever found, urging users to check "Have I Been Pwned" and change passwords immediately.

Quick iPhone and Android battery optimization techniques help your device stay powered all day by turning off hidden features that secretly drain power in the background.

Kodiak Driver autonomous truck achieves perfect 98 safety score, matching top human fleets in groundbreaking AI evaluation by Nauto's VERA system.

New 401k catch-up contribution rules in 2026 will change taxes for high earners over 50. Learn how scammers exploit these changes and protect your retirement savings.

How To Turn Your Clients Into Raving Fans

Web Site Promotion