This week I attended the Internet Retailer Conference & Exhibits. That posting brought a dialog with Margie and Ted and it got me thinking. Who today is providing superior customer service online?
To better qualify what superior customer service is, let’s look at an offline store experience. In this ever-changing world of impersonal online transactions, in this world of big box stores where you potentially never interact with a person with a name badge because you are forced to use self-checkout, who stands out as a leader in personal customer service in a physical store?
Best Buy
In short order, Best Buy kicked Circuit City out of the big box electronic store market. Why? Customer Service. At least in my local Best Buy, you are almost guaranteed to talk to 4 different employees while in the building.
- The greeter – Some say having this person is silly. While they actually have two roles, a greater and a security monitor, I think they are equally important. You walk in and someone looks you in the eye and says “good morning”. You know right away that you can ask them for customer service. You are guaranteed to have someone you can find and ask a question of.
- The people in the isle – So you decide to buy a new harddrive. Chances are that either on the way to that isle or once you are in the isle, an employee is going to ask you “can I help you?” if you engage, they assure you at some point that they do not collect commission and that they are there to help you. Their sole purpose is customer service. Of course most every shopper while in a store is going to do a bit of wandering around and you are going to most likely talk to a third person asking if you need any help.
- The checkout – At least in my Best Buy, there aren’t any self-checkout registers and I hope it stays that way. Once again, the cashier is friendly and asks if you were able to find everything you were looking for. Once again, you have the opportunity to speak to someone that can assist you with customer service.
I’m convinced that Best Buy beat Circuit City by this simple principle alone. Not on price, not on selection but strictly on customer service.
Ok, enough you say, I get it. This isn’t rocket science. This isn’t new news. Yes, I would agree with all of that. However, the real challenge to online businesses and especially online-only businesses is how do you do this on your website? How do you somehow break through the barrier of firewalls and websites and overcome the fact that you will never see your customer face to face? This is the biggest challenge online merchants face today.
There are large sums of money spent on data mining. Today online businesses know more personal information about their clients than offline businesses who’s customers mostly pay cash. This is certainly important for target marketing and other reasons. However, offline businesses are beginning to overcome that by offering rewards programs and the like to help level the playing field of information. But what are online businesses doing to personalize transactions?
Live Chat programs such as Live Person, ActivaLive, InstantService, SightMax, Live2Support are just a few services you could integrate into your online businesses which allows your customers to quickly ask a question of a live person within your business. What a great opportunity to proactively tell your customer we are here and ready to serve you.
Make your site social – Add the ability for your customers to talk to each other by adding features such as ratings, forums and tags that allow them to twitter or post something in facebook about your site or your product(s) with one click.
There are many buz words being thrown around like social sites and the like but what does it all mean and how do you package your site with these offerings in a way that makes sense? There are many ways to make your online business more valuable than offline storefront businesses but the key question is how?
I WANT TO HEAR FROM YOU!
What online store(s) differentiates themselves in their market space by providing superior customer service and why?