Feature - Customer Service

The focus of online trading is changing. Branding alone will not build a successful business. More and more online stores now realise that "little bit extra" is needed in order to succeed in the highly competitive cyber market.

Good customer service in stores creates happy customers who inevitably return to use your services again.

"The same applies on the Internet. The problem is, do you actually know what your customers think of you?"

Claire Ward is manager of Lightwood Consultancy Ltd's customer service division, and knows how not to treat your customers.

"Internet shopping is anonymous. You never meet your customers. If you have a telephone helpline you might speak to a few of them, but there's never the satisfaction of seeing them walk out with a big smile. You can't see someone who is having trouble finding what they want and offer to help."

Internet shopping certainly is growing fast. But to really win over the man in the high street will be a huge challenge.

"Your local record shop will be happy to discuss with you which Beatles albums have been remastered for CD, they'll reorder stock for you if they haven't got it in, and generally make you feel valued".

"Too many Internet shops reply to emails with an impersonal, automated 'your comments are very important to us' and either fail to follow up the enquiry, or don't demonstrate the product knowledge you would expect them to have.

"Human beings are fickle. If they're not loyal to your store your closest competitor is only a mouse click away, and the customer isn't restricted to any particular town - he can buy from anywhere in the world.

But surely the discounts you get through buying online outweigh these shortcomings?

"Not at all. A happy customer is worth so much more than an instant sale. E-commerce competition is so fierce that to will have to retain customers simply to survive. According to a recent survey, 90% of satisfied Internet shoppers go back to the site, and 87% will tell friends about it. Only 9% of unhappy customers come back.

Generally customer service on the Internet is poor. Too many stores that offer impressive selection and discounts fail to impress with their service. It's not only how easy the site is to use, and how approachable the staff are - though first impressions are extremely important.

"If they promise delivery next day, that's what you should get. Christmas last year was a total disaster because online stores just couldn't cope with the demand. There's an awful lot of damage to be undone to regain people's trust, and the store need to be seen to value their customers"

So how can Lightwood help Internet stores?

"For a start we can evaluate how well your product catalogue works. We have some very demanding customers working for us! We'll evaluate your store and tell you how easy it really is to find that obscure product, or calculate the shipping rate to Bulgaria.

"We can contact your support staff and put them to the test. How quick does a customer get an answer? Is the answer helpful? It's mystery shopping for the digital age. We can check out delivery times and returns procedures. Every step of your online business can be scrutinised to help you provide a superb service.

"We can also carry out independent customer satisfaction surveys. We have some excellent software to do research online. We can also process questionairres sent by email or through the post, to maximise customer response.

The potential for Internet revenue is expected to grow ten-fold over the next five years. Many more stores will be coming online, and many will fold. The survivors will be those that offer a fantastic service to the customers they can't see.

For more information, contact Lightwood Consultancy Ltd on 0800 092 3441, email sales@lightwood.net or visit their web site http://www.lightwood.net

Internet Money, April 2000