We are all familiar with how customer service is expected to be delivered in brick and mortar stores. A store personnel provides assistance to customers when required while allowing them to peruse the offered products at their own pace and space. This means knowing when to linger closely or back-off just enough not to exert unnecessary pressure for customers to purchase.
Dealings with customers are always expected to be courteous and respectful regardless of the personal circumstances of the personnel providing the service. The online scenario is not much different in the sense that customer interaction has to be done in accordance with the usual customer service standards. Even if the service is not performed face-to-face, there is no reason to lower such standards.
The online environment has allowed businesses to operate from homes and other alternative locations aside from the usual office and store locations customers have in mind. This however should not encourage business owners to relax in the way they present their companies in their websites and communicating with customers. Some businesses have mastered the method so much that it would be very difficult to imagine these businesses running in the owner’s backyard.
Online customer service requires no less than what face-to-face customer service does. It requires providing correct answers to customer inquiries at the soonest possible time. It requires the absence of deceit in presenting products. It also requires offering suitable substitutes for the required items. In short, online customer service focuses on making the online buying experience of customers pleasant whether or not a product was actually bought. The experience serves to encourage return business and can be the most effective marketing tool used by businesses aiming for successful online presence.
Originally posted on March 2, 2012 @ 2:41 am