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Ecommerce service.

Ten ways to show your customers that you care.

Selling online is very similar in business terms to selling by any remote route. When a customer sends a cheque in response to a mail-order advertisement in a newspaper, they are extending the same trust as any buyer on your web site. It's a risky business for them, so you need to provide a service that makes them confident about you.

Start by making sure that all your physical business details are available on your web site.

You need to show that you have some tangible presence. If all they have is an email address, don't be surprised if they don't rush to hand over their credit card details. It's amazing how many sites lack basic details - under the EU Distance Selling Directive, it's actually a legal requirement.

Once they have placed an order with you, send an immediate acknowledgement that you have the order.

This can be automated by your ecommerce package or you may choose to send a personal note. Small companies can do this more easily than corporate's with their larger volume of orders.

Set expectations and then beat them.

Often, mail-order companies give themselves room to beat their targets - that's why mail-order adverts say 'you may wait up to 28 days for delivery'. You probably won't get away with that on the Internet (unless it's built to order) but you also don't want to make a rod for your own back. Unless you are going to pick up and process orders at 11pm, don't tell people that you normally ship the 'same day'. Be explicit in what you'll deliver. e.g. 'orders received by 12pm normally ship the same day'. And keep your customer up-to-date on the progress of their order. Tell them when you have shipped it, and you may even supply a courier's tracking reference so that they can follow it on the courier's web site (companies like FedEx, UPS, Citilink and ParcelForce offer this).

A customer who has just ordered is generally feeling favourable towards you so it is an ideal time to sell something else.

Look at what they ordered; is there anything else they might like from your range? If so, why not contact them and suggest it? This gives a personal touch to your operation as well as generating additional revenue. You could offer the extra items post-free as an incentive; you may want to identify your best selling lines or to look at linkages between items (e.g. batteries with toys or case with a laptop). With good software, you can do this at your web site too. If you have a printed catalogue, ask if they'd like it when they order. Don't feel that the web is your only channel - you have multiple routes to your customer and it's much easier and cheaper to sell more to an existing customer than it is to win a new one. Use any sale as a chance to get further customers. Ask for recommendations - you are much more likely to make a sale if recommended by someone trusted. If you get a sale as a result - say thank you personally and send some form of reward - whether it's a voucher that can be used at your store or a small gift.

Look for every opportunity to personalise your service.

The Internet is generally very impersonal, so you need to communicate that your business is run by human beings who care about their customers. This also reassures them that they have a contact, if there is any problem - it's much better than a faceless corporation.

Image is an issue when a customer has never met you.

Take all the chances you have to exceed expectations. If the credit card and delivery addresses are different maybe call the buyer to offer a gift-wrap service. This also helps protect the vendor from fraud without offending the customer.

If there are any problems, like out of stock items or a problem with delivery, tell the customer immediately and take full responsibility.

Never, ever blame anyone else - even the courier. Nothing is more infuriating for the consumer than when a supplier blames some third-party over whom they have no control.

When a mistake happens, correct it at the highest level.

Customers appreciate it when a manager calls, rather than the most junior flunky - it makes them feel important to the company. Also the manager has more power to offer compensation or to rectify the problem.

Review your service continually.

Call customers a week or so after delivery and check that they are happy with what they bought and they are happy with your service to them. You can do this by email or by telephone. This gives you feedback on your operation and also gives you another legitimate chance to sell something. Your customer may have ordered one of something to try it out - if they are happy, you may get a larger order immediately. If they have any problems, apologise and deal with them. If a junior made the follow-up call, still have a manager make the apology.

And finally, remind everyone in your organisation that you are one company - it's everyone's problem if a customer is unhappy.

Never let one department criticise another; customers will not be reassured about a company that is warring with itself. Focus on beating your competitors, not your staff.

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