The customer is always right, at least according to an old saying. Some people disagree, but it is still a good general rule for many situations that often occur in customer service.
In the world of online stores, just like in business in general, a happy customer can be invaluable. A happy customer makes repeat purchases and recommends the store to his or her friends. Instead, a customer, who is disappointed in the products or services he or she has received, probably won’t make any more purchases and will tell his or her friends to avoid the store.
And if a store makes a mistake somewhere, even a big one, high-quality customer service may still save the day and make the customer happy.
1. Do not make promises you cannot keep
The most important rule of any business is not to make empty promises. In online stores, this goes for everything from product descriptions to terms of delivery. It would be nice to say to each customer that the product they have purchased will be posted on the same day, but it is probably not a promise that is worth making. A customer may well choose your store because of fast delivery times, and if so, missing even one day of posting products to customers may end up costing you.
You should think about it this way: You have to commit to everything you promise to your customers. You have to push yourself to your limits to try and keep every one of your promises. For many online store owners, even posting products to customers on a daily basis may be too big of a promise.
2. Go the extra mile for your customers
If your customer has any problem that you can help with, you should always consider doing it. Perhaps the customer would like to have the product delivered at a different time than originally agreed, or maybe they want a green shirt instead of a red one.
Doing your customers favors may sometimes feel frustrating but it will probably be worth it in the end. A store owner obviously cannot do anything for his or her customers, but whenever the opportunity presents itself, small favors go a long way in building trust. If a store is a little more flexible and helpful than the customer was expecting, the customer is very likely to return.
Additionally, a store owner with a happy customer base will probably be able to raise the prices in the long run.
3. say often that you’re sorry
Saying “I’m sorry” or asking for forgiveness is surprisingly difficult even for many entrepreneurs and those working in customer service. Practice makes perfect, however, and you should try and learn the skill of saying you’re sorry. It will come easier over time, and it will pay off.
Even if there is a problem that is not your fault, surprisingly many tense situations can be helped with an apology. Let’s say the delivery services made a mistake and the customer did not get his or her products in time. Accepting accountability, apologizing for the mix-up and the delay is the first step in repairing the relationship with the customer. If you are always ready to say you are sorry, you are much more likely to make the customer happy in the end.
4. Offer refunds or gifts
If saying sorry is not enough or the mistake that happened was a big one, you should consider offering the customer a refund or something else valuable, such as a gift card to your store. A gift card or an extra product slipped into the customer’s order are likely to cost less, in the long run, than a repeat customer who chooses to go elsewhere. Besides, any customer is likely to tell friends and family about the bad experience they had with your store – more so than about a good experience.
Of course, it does not make sense to offer refunds to every customer who is slightly unhappy. Any refund or gift card is an extra cost and, piling up, they can make a serious dent in the store’s profitability. A refund or other form of monetary compensation is, thus, something that speaks louder than words: It shows that the store owner is serious about making the customer happy. That is why you should consider them whenever a customer is seriously disappointed in your store.
5. Let the customer know you care
All in all, the most important thing is that the customer feels like you care about his or her problems. A situation where the customer feels like his or her problems are not taken seriously will only only make him or her more angry. Situations like that are not going to lead to long-term customer relationships and a solid customer base.
Think about it from your own perspective: Whenever you contact customer service, what are you hoping for? You probably have a problem you want a solution for, but additionally, you want the company’s representative to treat you like a valuable customer and human being.
For some customers, the need to be heard is bigger than the need to get a refund or a gift card. That’s why successful customer service may means the store is going to be more profitable in the long run. Over time, the service you give to your customers will also become part of your store’s brand.