Customer Service !!!

According to a recent survey by a big name firm, between 90 and 95% of online businesses fail to perform even the most cursory of customer service. This firm said that online marketers may, mind you may, send a thank you note/letter after the purchase but as for any meaningful customer service, it did not exist.

I was shocked. 90 to 95%. Holy smokes, that's almost everyone I know. My mind did not and does not accept those figures.

The purpose of this article isn't to debate the firm or call them liars. Heck, they may be more accurate than I care to believe. However, if the marketers I know and buy from are any indication, I'll hold my beliefs. I believe 90 to 95% of online marketers do more than send a thank you.

Let me put my thoughts in terms of customer needs. These are the same needs we all experience in the offline world. The facts of this situation tell us offline existed first, marketing techniques/strategies used here were transferred and refined to the online world and people being people have the same needs, expectations no matter where they shop.

Service, price, quality, quantity, action, appreciation and future business are probably the basic seven needs of every customer. Obviously, the particular situation dictates which one or more needs should be met by the seller.

Service
Service is that extra cup of coffee in the restaurant, thank you from the sales clerk, courtesy shuttle at the auto dealership, etc. The higher the purchase price, the more service expected. That stands to reason and is easy to accept.

Online, for example, if you buy a $400 whiz bang do it all for you program, you probably expect the company will not only have an extensive help file but also a written manual as well. You'd probably even expect a telephone number at which you could talk to a live person.

On the other hand, if you paid $15 would you really expect a manual and a phone number?

Price
Competition still effects price. Commodities that were rare, i.e., the computer, are now sold almost everywhere. I paid more for my first computer than the one on which I'm writing this article. I also have more bells and whistles on this one. Thanks to advertising, we can comparison shop. A smart seller will "doll up" his price with extras or "doll down" his price by providing only a bare bones product.

Quality
Seriously, how many times have you gone back to Slick Joe the rip-Off Artist? It doesn't make any difference if Joe is on or offline. In fact, rip-off someone online and watch how fast every scam buster site puts your name in lights. Durability, functionality and ease of operation comprise quality. Joe doesn't stand a chance because none of his products can meet even one of the criteria.

Quantity
Not all customers are in the market for only one gizmo. Some need many gizmos. Are you able to meet the order? A lot of people don't understand this simple fact. They open their doors without factoring in the 800 pound gorilla. That's the customer who shows up and asks if you can fill an order for XXXX thousands.

Action
When a problem occurs, the customer needs help. Fixing the problem starts with the action necessary to fix it. Maybe it's a toll free customer hotline. Maybe it's you stopping by with a replacement part. Maybe it's you calling the service tech and arranging for an onsite visit. Action is always the first step in problem solving.

Appreciation
I pity the poor marketer who doesn't understand that a thank you is only the first step in the appreciation process. Our words and actions are great starting points but why not preferred customer mailings, a special stop by visit, discounts, informational newsletters? Remembering a birth date, anniversary date, graduation, new baby. I realize most of this is impossible online. But, not everybody who reads this article markets only online. Online marketers have the power of auto responders and automation to stay in touch as well as the post office.

Future Business
Why anyone treats a customer like a passing ship in the night is beyond me. Think about it. Unless you are selling one heck of a durable (I can't think of any, can you?), future business is in your file system. The person who bought today will buy tomorrow. Why not from you? Do people buy more after the first purchase? I have to believe so or all of the retail merchants would be downsizing. In my little piece of the globe, one major retailer just upsized their store. Cultivate that future business today.

There you have it. Customer service through the eyes of customer needs. A no-brainer for the astute marketer. 90 to 95% not providing customer service. I don't think so.

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