Best Practices For Online And Ecommerce Customer Service


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Even the most knowledgeable business professionals understand that knowledge is nothing without the ability to politely serve the people who keep the business up and running. Customer service is a foundational skill and should be placed above all other online marketing strategies.

One thing every successful business has in common is a slew of happy customers. No business, whether online or brick and mortar, can obtain longstanding success without proper customer service practices.

Though many seasoned professionals may have mastered the art of pleasing people face to face, virtual customer service places somewhat of a twist on traditional methods. Take a moment to learn a few things about the new standard for customer service practices in the world of online and e-commerce business.

Design a comprehensive FAQ page

The frequently asked questions section of a company’s website is a hub of valuable information. FAQ entries also save professionals time and effort, as most people will do a little research to find the answers they seek. When the FAQ page stands out on the company’s homepage, people are more likely to explore that before calling a helpline, so be sure to make it easy to access.

The design of the FAQ page is also an imperative concept to master. The questions placed on the page should be well thought out before making the cut. Like this excellent example page, a frequently asked questions design should bring hope and a sense of calm to viewers. Remember, they are probably a little stressed when they arrive on this page. Soft colors and clear fonts project control and organization.

Focus on timely responses to customer inquiries

It may seem strange, but the time it takes for a company to get around to help a client in need reflects strongly on how that business is perceived. When customer support takes far too long to manage a customer’s complaint, it leaves the company looking inexperienced and incompetent.

Taking care of any issues or concerns a customer has within the first minute of their complaint generally results in return business. A quick response shows competence and respect for quality. Customers are far more likely to bring return business when they feel valued and respected.

Listen to what followers are saying on social media

Social media is quickly becoming the new face of customer service. The influence of the digital giants like Facebook, Twitter, and Instagram is undeniable, and the general public expects businesses to keep pace.

So much so, that one survey showed that 88% of consumers would be less likely to do business with a company that leaves social media complaints unattended and unanswered. Many people even expect the favorite companies to offer customer assistance through Facebook automatically.

Personalize email messages and correspondence

It cannot be stressed enough: write the customer’s name in every email correspondence. Personalized email messages give customers the impression that the business cares enough to address each valued individual personally. Personalized emails have nearly twice the click through rate as bulk (impersonal) emails.

Sending out yearly birthday and anniversary wishes to loyal customers is a great way to stay connected with clients throughout the year. Showing an interest in the individuality of clientele typically piques their interest in the personality of the company.

Make contacting the company an easy endeavor

Last, but not least, it is vital to make the connection between professionals and clientele an easy and natural endeavor. Do not design the company website in such a way that individuals have to dig for contact information. In fact, dedicate a whole landing page of a site to the many ways in which customers can contact professionals who work with the business.

Larry Alton
Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.


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