Remember when getting something from an online store was a bit of a guessing game? Online shopping has changed quite a lot. And, I can appreciate it even more after a recent experience in a store that went sour.
The Customer Experience
I would say that buying something online has become a good experience, almost to the point where it resembles the in-store experience. Most retail websites provide multiple photos, sizes, dimensions, and weight. Checkout is quick and so is delivery. Plus, they have online reps that can answer quick questions, such as return policies and shipping. I consider this a good experience.
I have more expectations when I go to a store than simply finding what I need. A good sales associate can make a good experience great, simply by being nice (smiles are contagious) and offering suggestions when asked (knowledgeable staff). Going to the store also connects us with the brands we buy.
I think that’s still the difference between the two. The online experience always feel good, while the in-store one can feel great. Except when it’s not great—or even good. In fact, a bad experience makes me wish I had just gone online. A bad in-store experience feels like a bad investment, because my time could have been spent better. No one wants that feeling. This is why good customer service is more important now than ever before.
Good Customer Service
There’s not much to it. We just need to focus on only a few key points to have good service:
- Friendly service is a must. I don’t want to be ignored and I certainly don’t need any attitude. And, research shows how 70% of all purchases are based on how we feel like we are being treated. Everyone has bad days, but they shouldn’t be taken out on others.
- Knowledgeable staff that is available to answer questions. Odds are, if I’m asking a question about a product or service, it means I’m not 100% sure of it. So, when I need help, I want someone to be available.
- Convenient and quick ways to pay. I don’t mind standing in line, but not for too long.
My most recent bad experience while shopping was because of an unfriendly service representative. There’s too much competition out there. Too many choices for me to take my business elsewhere. Their mistake cost them my business and I’m sure I’m not the only one.
Be Polite, Be Honest
My bad experience only strengthens my belief in the value of good customer service. We can’t please everyone all of the time, but we can try our best to be nice and helpful. This also extends to managing some common marketing activities, like social media and customer feedback. When replying to customers, be polite, never rude, or misconstrued as rude. The best way to do this is to be honest. Admit mistakes. Provide alternatives. Give the right answer. Resolve problems in a calm manner. Your customers and clients will love you for it. That’s why good customer service goes a long way.
