There has been a lot of talk about the importance of omni-channel retail; merging the customer experience of the online and the offline for a cohesive approach. Though it’s true that brands are spending a lot of time creating and polishing their social media strategies to connect with the customer, it got to me to thinking about whether or not brands are truly considering customer service online, the way they do offline.
I hear so much about user experience, but to me that misses the point. Referring to a potential customer as a user immediately diminishes the warm rapport you should be building. Instead, think of your potential customer as a guest; a guest in your own little corner of the Internet, your online shop.
Once you start thinking of the people who visit your online business as guests, you will naturally start to treat them that way. What happens when you have a guest in your home? You greet them with a smile, offer them an iced tea or a hot cup of coffee, give them a seat, turn on some music, put out some snacks, and chat with them about their lives.
Personalize Your Online Customer Service Experience
Brick and mortar retail stores have long thought of their shops as a place to welcome potential and returning customers. The good ones have, at least. And online retailers need to make sure that they treat their stores the same way they would if they had front doors.
Here are seven things that e-tailers should consider when creating a welcoming online space for their guests:
1. Smile: Although your guests may not be able to see a smile when they land on your homepage, your content tone and your voice should be warm and welcoming.
2. Emotional Ties: Grab them from the start with an image that evokes positive emotion and your guests will naturally want to get to know you better.
3. Newness and Change: When we meet with friends for drinks, some of our best experiences are when our friend has an exciting new story to tell, big news, or an amazing circumstance to share. Constant stimulation is one important way to maintain and build relationships.
4. Culture and Story: We tend to be drawn to people who aren’t scared to stand for something, share their feelings, and let their points of view and beliefs come through in life. Why should it be different with a company? Your company culture should come through in your content.
© YFS Magazine. All Rights Reserved. Copying prohibited. All material is protected by U.S. and international copyright laws. Unauthorized reproduction or distribution of this material is prohibited. Sharing of this material under Attribution-NonCommercial-NoDerivatives 4.0 International terms, listed here, is permitted.