It is not making a mistake that kills your business, it is how you correct it!
Everyone who runs a small to medium business that is involved in selling directly to the public, especially online in this instance, and who care, are conscious of not letting customers down and gathering negative comments or damaging reviews on Feefo (https://www.feefo.com/business/gb_en) or Trustpilot (https://www.trustpilot.com/)
But, in reality, it is not the initial mistake that draws the complaints and negativity – after all, I doubt that there is a shop in the world where nothing is ever missed, delivered late or the wrong box is sent. It is more how your Customer Service system deals with the problem.
To give an example. I shopped on-line for a pair of shoes – nothing special in that, as I am sure millions of people do this every day, but when they arrived it was obvious that the wrong box had been sent. A quick look on their website and eventually, after many questions and waiting online in a chat window, I was speaking to someone in the Customer Service department. Shortly, a replacement pair of shoes were on their way to me albeit that I was having to pay extra for overnight shipping, as I needed them for a ‘do’ in the evening the next day. The only problem so far, aside from my wasted time, was having to wait for a Return Label to be emailed across to send the incorrect shoes back and then wait for a refund to wander to my account. Shortly an email arrived confirming everything and giving a tracking number for the replacement. So far so good.
Things went downhill when I tried to check online with the couriers for the delivery time the next day and was met with ‘tracking number invalid’. A further round of chat window stubbornness and I was through to customer services and…. it all went wrong! The guy at the other end of the phone said that as it had not left yet, there would be no tracking number, and that my parcel would probably not be with me until Monday (this being Friday). When I pressed and said that I had paid for overnight shipping he then confirmed “Ah yes, I have checked again and it is on the van and will be with you Saturday” when I pressed even further and said that “I paid for overnight delivery on Thursday for delivery on Friday which in itself was on the back of a mistake that they had made” he said “Oh – well, I can offer you a voucher for free overnight shipping on your next order” my obvious response was “my next order?” “You actually think I will place another order with you?”
Now, after all this great customer service, the only thing that stood between this company and a string of negative reviews is a combination of how much I value my spare time and the quality of the product when received. I leave it to your imagination as to which won out…. now how do you spell ‘awful service’
With the latest software available there is really no excuse to badly handle customers, from instant Chat, Stock Control Systems, Customer CRM systems linked to incoming phone calls, Automated Shipping API’s and Online Payment Gateways, you can set your Customer Service team up with everything they need to help and give a great impression right from when the phone rings. And here is the point. Small businesses can score massively over their larger competitors by simply showing a support telephone number on their marketing touch points and answering it. If you have a Chat window on your website, have it manned by a human and not a Bot.
Creatively Yours Ltd helps businesses like yours succeed online through website design, website development, and our Helponomics system that offers support and training as you need it and highlights areas that could increase your sales.