Online Retail: Cyber-Satisfaction for Real Customers

The Internet takes a business's marketing potential to a global level, with its interactive nature unique to this media. The Web, e-mail and wireless technology bring together creative and technical aspects of design, development, advertising and sales far more effectively than call center or retail models. By the same token, the potential for value added customer service truly is unlimited.

Since a company's Web site, is, in effect, its "store," making the customer happy starts with the set-up. Here are some basics for designing a consumer-friendly venue:

• Web sites should load quickly and provide realistic information, rather than lots of gimmicks with fancy graphics that don't say anything.
• Limit language to laymen terms - techno-babble may sound trendy and high tech, but if the majority of the viewers don't understand it, they may not come back.
• Follow the KISS principle - Keep It Sweet and Simple. Too many choices may be confusing and a turn-off to potential customers.
• Include a product/service catalog with pricing, shipping and warranty information; capability to make payments online; store locations (if applicable); appropriate forms for sales; return policy details; contact information allowing customers to telephone the business for questions and concerns.
• Try other value-added enhancements, such as advertising space, links to informational sites, a testimonial page, newsletters and educational material.
• Feature a customer feedback page, encouraging complaints, praise and suggestions. Then, respond to each submission promptly and courteously.
• Consider hiring a professional content specialist. Besides handling day-to-day issues and concerns, a pro can constantly update and revise copy.

An onsite resource center is another tool for boosting consumer satisfaction in a hurry.

For example, a jewelry-supply Web venue might feature links to free necklace and bracelet patterns, gem identification, wire gauge information, current precious metal prices, a "frequently asked question" section, art and design schools, and precious gem grading information.

Managing Customer Relations: Software Made for the Job

With so many software packages on the market, designing a Web site today is much easier than in the past. That said, whether making it a do-it-yourself job or hiring a professional, "must have" software for any Internet venue is a Customer Relations Management (CRM) system or similar package.

CRM technology connects different players within the organization and the customer base, thus solidifying consumer satisfaction processes and increasing goodwill. Data gathered on the customer through site registration, questionnaires and sales transactions can help determine if the online vendor-customer relationship is growing or stagnant.

As with brick-and-mortar stores, CRM technology enables and expedites direct customer contact (as appropriate), e-letters, automatic e-mails regarding sales and specials, and various two-way exchanges.

Better yet, when questions or complaints arise, CRM software can address the situation appropriately - the first time around. A good product allows Web vendors to:

• Categorize information
• Distribute queries to assigned employees through a "decision tree"
• Staff appropriate staff to administer and maintain the system
• Track complaints (number, type, trends)
• Control numbers for tracking and other QA tools to manage responses and problem resolution

Prices for CRM products vary widely, so it's a good idea to consult a software specialist before making a purchase. Higher-end systems typically provide round-the-clock and online support, as well as routine upgrades.

Web Refunds: The Contented Cyber-Shopper

Web retailers face a peculiar dilemma in addressing refunds. Unlike their real-life storefront and call center cousins, they are not dealing with voices or faces. Their customers, rather, are shadowy silhouettes, tapping away at phantom keyboards.

For this reason, a clear, detailed refund policy identifying specific return criteria must be part of the initial ordering process. Cyber-customers should not have to search for this information. Rather, a "return policy" button should be sited on shopping cart, catalogue and home pages, as well as in "check-out" sections.

A serviceable Internet refund policy will pretty much mirror brick-and-mortar and call center models. Conditions may include:

• Packaging, price tags, receipts
• Credit slips, with or without time limits
• Returns within a prescribed time period
• Returns by mail or other carrier, with or without shipping costs
• Option to return merchandise to a Web site's brick-and-mortar counterpart.

To compensate for any inconvenience customers might experience due to unhappy shopping experiences, online vendors would do well to feature "no-questions-asked" returns, free shipping for returns and an offer of coupons and discounts on future purchases. A follow-up letter or phone call likewise does a lot to strengthen an Internet firm's connection with its customers, especially after an unsatisfactory transaction.