How to Stay on Top of Customer Service in the Online World

Featured article by Dan Radak, Independent Technology Author

The number of customers is what makes or breaks any business and the service they receive plays a crucial role in boosting their satisfaction and shaping their behavior. Nowadays, in the booming digital age, numerous interactions with the consumers take place in a vast online realm and what is more, they occur 24/7. Markets are shifting and becoming more consumer-oriented. This kind of information economy is a great challenge for business organizations as they must either adjust or go under.

Treating them right

Poor customer service is one of the main reasons why consumers decide to switch brand loyalties. What many businessmen do not realize is that in this day and age, shaped by digital media, the only way to thrive is to foster meaningful relations with customers. People form opinions on brands based on how they were treated. So, you have to put the goal of selling to consumers aside and commit to adding true value to their lives.

Even without a full-blown customer service department and hefty funds, it is possible to build trust and loyalty with a wide customer base. The proliferation of online communication channels has created a level, albeit complex playing field for business owners. Many tools come for free, such as live chat and social media. Yet, in order to make the most of them, you do have to invest a considerable amount of time, effort, and resources.

Channeling the service

It helps to figure out which channels are most popular with your target audience. That way, you can avoid spreading yourself too thin and allocating your funds and attention poorly. In general, major social networks like Facebook as well as instant messaging platforms are a safe bet. Live chat turns customer service into a real-time endeavor, while social media adds fun content to the mix. At the same time, embrace a holistic approach and note that things like internet content also act as customer service tools.

Likewise, bear in mind that the website is one of the mainstays of online customer service, a must-have tool in your arsenal. Brick-and-mortar shops use things like lights, signs, and music to attract consumers, while in a virtual domain, you have to employ web design, images, colors, shopping carts, calls-to-actions, and other digital assets. And if you want some pro-looking results, you can hire web designers and companies such as Quikclicks.

Furthermore, note that the bulk of your customers will likely use mobile devices and related apps to contact you or achieve other goals. They seek information and do the shopping on the fly and the window of opportunity to capture their attention closes fast. Hence, it pays off to optimize the website for smartphones and other platforms. This enables businesses to drive more internet traffic their way and boost click-through and conversion rates.

Tricks of the trade

Once you decide which channels to use, the next thing to do is to train the staff to use them to your utmost advantage. People expect companies to be attentive and respond to their questions as soon as possible. Thus, do not delay things and provide prompt responses. Some basic rules like being polite and keeping customer satisfaction a top priority apply. This approach leads to amazing customer experience, which paves the way for success big time.

Namely, rest assured that all your efforts will pay dividends in the long run. Customer service is the key to enjoying a steady flow of income in the form of repeat purchases. Besides, you can turn customers into devoted brand ambassadors and let them spread the word around. Satisfied customers tend to share their positive experience with up to five people, while unhappy ones complain about the shabby customer service to 15 people on average!

Due diligence

Digital revolution did not change the fundamentals, but it has added a lot of specifics to the equation. Online customer service introduces new options and possibilities, and adoption is the name of the game. It is an inexhaustible source of new prospects and customers, but one has to put them in focus and build the operations around their wants and needs. So, select the right tools of the trade and teach your staff how to wield them. Delight your customers and you will be able to nurture loyalty and harness the great power of word of the mouth.

Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.