They say that an unhappy customer tells 10 people about his experience, while a happy customer only tells three. Clearly, an unhappy customer can have a negative impact on your e-reputation. That’s why it’s crucial to ensure satisfied customers by improving your after-sales service.
Indeed, your after-sales service is a major factor in the health and prosperity of your e-store. Your after-sales service helps increase customer loyalty (as we saw in a previous article ), while at the same time influencing word of mouth. A good after-sales service makes for a great e-reputation – invaluable for any e-store! Here are four major ways to improve:
I- Multiply the communication channels between you and your clients
The Châtel Law of 2008 states that any e-tailer must facilitate communication with their customers. So don’t just limit yourself to a simple contact form. Highlight telephone numbers, email addresses and even your mailing address. That way your customers will have more opportunities to contact you and that can only reinforce their trust in your e-store.
For example, the e-tailer Ça reste entre nous, has a standard contact form, but adds a telephone number, and an online chat. And they don’t stop there! This company actually encourages their customers to contact them with this quote from their Head of Customer Service: "Don’t hesitate to contact us. I’ll be happy to answer your questions and make your shopping easier" on ‘Ça reste Entre Nous’. That’s enough to encourage even the shyest customer to make contact!
The different communication channels on the Ça reste entre Nous site
Opt for toll-free numbers rather than premium ones: having to pay for calls would make any customer hesitate. In fact, the Châtel Law of 2008 prohibits the use of premium numbers for order tracking and cancellation requests.
II- Establish a CRM system
CRM stands for Customer Relationship Management Essentially, CRM is a strategy used by e-tailers to understand, anticipate and manage the needs of both current and potential customers. Using CRM software enables you to store all your customers’ details and avoid losing important information. So as soon as a customer contacts you for information or a complaint, you can easily access all their information in order to find the solution they need in a flash.
III- Measure customer satisfaction
Customer feedback is the best way of checking that your after-sales service is effective. Don’t hesitate to ask them what they think after you’ve resolved their issues.
Carry out satisfaction surveys with an Internet questionnaire or a telephone call. Make them short and snappy to avoid losing your customers’ attention. Some etailers offer incentives to customers by giving discounts in exchange for a completed survey. It’s a win-win situation: customers benefit from reduced prices and you can gauge their satisfaction, making changes to your after-sales service if needed.
IV-Don’t make promises you can’t keep, and keep answers personal!
When your customers make complaints, be honest with them and don’t make promises you can’t keep. So if you say you’re going to call your customer back, do it! If you promise delivery in less than 24 hours, honour your promise! Nothing is worse for customers than waiting for a call or a package that never arrives. You’ll only frustrate your customers and lose their trust. So keep your word and check that your customers are satisfied with your response.
A little extra: if you personalize your answers, your customers will feel valued. Treat them as individuals and not simply as order numbers.
Remember that you should never avoid your customers – you should always be happy to talk to them whatever the circumstance! It’s the best way to make sure they’re satisfied and that you maintain a good e-reputation. Be open to all customer complaints and negative remarks – after all, they enable you to improve your business. And your customers will be happy to know that they’re being heard.