Many local businesses proudly proclaim that the customer is number 1, yet poor customer service is the most frequent complaint customers have about Bahamian businesses.
I believe that the easiest way for businesses to stand out in the market and impress customers is by focusing on improving customer service. But customer service is not just smiling when you’re interacting with customers on the phone or at your location, its also anticipating their needs, providing great support and making it easy for them to do business with you
In this article I’m going to share 5 ways businesses can use their website to improve customer service and enhance customer satisfaction. Lets get started;
Having a frequently asked questions page on your website is a good way to communicate simple answers in a really simple but effective way.
Here are some rules to consider when writing a FAQ
- Keep it simple and easy to read. If its too long it belongs somewhere else.
- Make sure they’re actually frequently asked questions. don’t just make this page a dumping ground for stuff that you doesn’t have a place
- Use your customers language. Avoid marketing speak at all cost this is not the place for that
- Link to more detail answers on your website if available
- Keep it updated. Nothing leaves a worst impression than outdated information
- Make it easy for customers to ask additional questions
- Make it shareable
If a single customer is asking a questions you can be sure that others have the same questions. By having a FAQ you make it easy for these customers to get solutions which is good customer service.
How To Articles & Videos
One of the big benefits of how to articles is they can attract more traffic to your website which exposes mote potential customers to your company and increases the likelihood of them becoming paying customers.
There are times when you need to communicate more complicated ideas involving multiple steps to your customers. Whether it is a frequently asked question or you want to demonstrate how to use a particular product to improve sales.
Create how to articles for your products and for related products.
Eg if you’re a party supplies company and you have an article on how to decorate for baby showers on your site, It will attract people planning a baby shower, and since they are on your site they are exposed to your business that sells everything that they’re reading about. Win Win.
A personal example is that I provide website for local businesses. So one of the things I do after building the site is provide several short videos on how to do stuff on the site that’s easy for me, but a new site owner might be uncomfortable with; like posting a press release, or updating a plugin.
It offers additional support and doesn’t leave my client hanging with a website they don’t know how to operate or have to pay me to do.
Customer Support forms
Allowing customers as many avenues to communicate with you as possible just makes business sense.
Sometimes a customer want answers but can’t pick up the phone to call or just doesn’t want to. A support form on your site is a great way to allow them to reach out to you on their own terms .
Some rules for your support forms
- Make them easy to find – have them in multiple areas of your website
- Make it easy to fill out – you really only need a name, email, phone and what the problem is
- Respond in a timely manner – people who use a web form are not expecting an immediate response but you should respond with 1 – 3 hours depending on time of day.
Everyone has smartphones these days so if you connect your form to your email provider and sync email to your phone (or an employees phone) you can respond very quickly, which will make a big impression with your customer.
Live Chat Support
When a customer is visiting your website, its comparable to someone walking into your physical store. They are probably thinking about making a purchase or are doing research for a future purchase.
Wouldn’t it be great if a sales rep can chat with them right then and answer any questions?
Live chat allows that.
Live chat is also great for support type questions from people who have already bought products from you.
This feature adds value to your website, is easy to implement on your website and in your office. This is a really underused option by business but has huge potential if used correctly.
The average person now has a smart phone with internet access, so why not make it simple for them to set up appointments directly from your website?
The added benefit of this is that once a customer books an appointment you gain access to key information;
- Like their email address
- Telephone number
- Date of birth
- Preferred times
- Service history
You can then use this information to offer a more tailored customer experience and to improve future marketing campaigns.
Adding these features to your website are relatively easy to do and can have a major impact on your customer satisfaction efforts. This is just one reason why I believe strongly that every local business should have a website and use appropriately.