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[January 17th, 2001]
Last week I explained why I believed that only those e-businesses that can quickly learn how to provide an outstanding level of customer service were likely to survive the ongoing dot.com shakeout. In this article I'm going to take a look at examples of e-businesses that appear to already have got this message as well as some that still have a little way to go, and see what lessons we can learn from them.
The E-Service Masters*
- LandsEnd.com, the Web site of the Wisconsin-based clothing retailer, reflects the personal care service its paper catalog and outlet stores are known for-with added flexibility and fun. Multiple ways to browse, live access to customer service reps, and specialized tools convey the company's dedication to pleasing each customer. For example, Build Your Own Model™lets customers key in their bodies' dimensions and coloring, then generates a custom mannequin ready to try on outfits. Shop with a Friend™lets two customers link browsers. Customers who have trouble finding what they want on the site can simply click on a button and type in a phone number-and a salesperson will call them back in no time.
- Godiva.com captures the ambiance of a boutique devoted to luxury chocolates using crisp graphics and lusciously detailed descriptions. It also pampers e-shoppers with an index for chocolate lovers, gift reminders and suggestions, an extensive store locator, and superb customer service. A Godiva representative responds to e-mail queries within hours, if not minutes, with a pleasant personal note signed with a contact name, e-mail address, phone and fax numbers, and encouragement to "have a sweet day." And while its packages always please, Godiva will take back any item, through the mail or at one of its stores.
- Cornerhardware.com encourages visitors to ask its experts about anything having to do with home repair and improvement projects-especially before making a purchase-and comes through quickly with reliable, detailed answers. It provides round-the-clock access to live customer service reps, all accomplished, trained, and company-certified in home improvement techniques. The site also features a library of animated do-it-yourself manuals, an automated- tool advisor, a sweeping search engine, a full magazine of tips and articles, and a community center where customers can talk shop and swap tactics.
- REI.com features a bulletin board for every sport and activity it outfits. Customers know they can go to the site to chat about biking, hiking, or climbing, anytime-without any pressure to buy. For a one-time fee of $15, they can become lifetime REI.com members. Membership entitles them to many perks, including an annual patronage refund (a dividend based on the total of their regular-priced purchases for the year), a 20-percent discount on in-house repair services for any damaged gear, and special merchandise deals.
- Dell.com, the Web site of Dell Computer, lets customers check on the status of their custom-made machines at multiple points in the assembly and shipping process, regardless of whether they've placed their order with a sales rep face-to-face, by phone, or online. An innovator in providing targeted self-help options and technical support, Dell recently launched EducateU, a library of online courses for past and potential customers. Offering selections in three categories-home computers, business computers, and high-end technical users-courses range in cost from $200 to absolutely nothing.
(*Adapted from e-service: 24 Ways to Keep Your Customers-When the Competition Is Just a Click Away,by Ron Zemke and Tom Connellan (AMACOM; October 23, 2000)).
Reading through this “Masters” list you might be tempted to assume that you can only provide great customer service by matching the investment in software and human resources that the companies listed above have clearly already made. However, over the remaining two articles in the series I'm going to look at simple and low-cost techniques you can use to improve your customers' experience.
Of course, like many things in life, you can often learn more from those who appear to have got it wrong as opposed to those who have already made it:
The E-Service Apprentices**
- Ashford.com does not include return information or their customer service number on packing slips.
- lucy.com sells gift certificates online which can only be redeemed in orders placed over the telephone -- the site is not able to process them any other way.
- Hallmark.com provides free gift cards with products purchased however for gift certificates customers must pay an additional $2.95 for a card.
- A random check of BlueLight specials found 17 of 20 out of stock, as well as every gift basket offered.
- ICE.com and Blue Nile.com, both jewelry sites, do not offer gift-wrap or gift cards.
- Crate and Barrel still thinks its branded shipping boxes suffice for wrapping paper, no matter how banged up they may become during shipping.
- ICE.com boasts its gift reminder service in its FAQ's but the function is nowhere to be found on the site. A customer service representative solved the puzzle by informing us that the feature was not yet working.
- adidas includes prices on the packing slip they send with gift-wrapped gifts. Whoops!
- A barnesandnoble.com customer service representative, who was trying to be helpful, only increased our concerns as she warned that items listed as shipping in 1-2 weeks often take more than one month to ship. One of several problems with the company's site that "bothered" her.
- ZanyBrainy.com offers gift wrapping and we paid for it on two separate orders. But when both gifts arrived, neither was wrapped.
(** As reported by resource, December 2000.)
Reading through this list of “Apprentices”, one thing jumps out at me: nearly all of these customer service failings could be fixed quickly and easily. And that's another reason why customer service is so important: investing time and money in it will give you the best return on investment (ROI) of any improvement that you can make in your store.
I had an email recently from Deb Graham, the outgoing President of the Independent Online Booksellers Association, which summed this up nicely:
“Speaking as an intrepid and major online buyer, at least keeping up with the average sellers out there is important. I recently purchased nearly 100 us dollars in items from a vitamin site in Canada, as a first time visitor to the site. I received NOTHING, not even token acknowledgement that my credit card payment was received. NOTHING, but the package arriving in excellent shape almost 3 weeks later.
They've almost got it made, beautiful site, readily findable in search engines, online CC processing, great product, great packaging. Silence and slow delivery, however, will cost them. I'll find another source. The simplest of auto-responders could have eased my anxiety about being ripped off, could have let me know when it was shipped, or simply reassured me someone even checked the web to know an order had come in. How about a follow-up email to ask me if it arrived, and was I pleased? They'd have heard this instead of you and anyone else who asks me, and perhaps gained some valuable information.
NOTHING else matters if you don't communicate and reassure buyers online. Yet, this is also one of the least expensive errors to fix”.
Coming up next: simple tips that can help you dramatically improve the quality of customer service your Web store provides.
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Paul Lang takes a look at those companies offering the best online customer service to see what lessons we can learn from them.
