If you are a fan of the HBO series Game of Thrones, you know that Winter Is Coming. As in Westeros, sticking with the old just doesn’t work anymore, especially if you are doing the same thing as your competitors. Coupons, free shipping, huge email campaigns, and all the other typical frenzied eCommerce activities bring you a record number of sales over the holiday season; but what are you doing to follow it up?.
Although there should be no fear of the onslaught of White Walkers descending upon the Internet, you have to remember that your toughest competitors are persistent and ready to unleash their latest strategy to capture your treasure. The paradigm has shifted and if you have not yet realized it, you need to catch up starting today.
I know, it sounds insane. However, if you want to see a significant sales spike from a traffic explosion, it’s time to try something new. It is July and everyone is focused on picnics, BBQs, vacations and family. Ecommerce companies are putting the finishing touches on their holiday shopping campaigns and I am not telling you to ignore those things; but, I am challenging you to step out of your comfort zone and take a look at Q1, Q2 and Q3.
If Game of Thrones has taught me anything, it would be that you don’t need a bigger army, more horses or an Armada to take down your competitor; you need a strategy that takes them by surprise. Face it, if customers don’t have a reason to come back; they won’t. Luckily, we have noticed a weakness suffered by many eCommerce companies and it is poor customer service. Failing to respond to the wants and need of those who buy and use your products is no different than failing to take care of the people in your kingdom. The only way to become stronger is to gain loyalty and trust.
After the holidays, companies are moving their products at cost, and many are even taking a loss. However, this is the perfect time to up the service you provide your customers. Give them the kind of service that will encourage coming back, not only next year, but all year. Sadly, service is something many people don’t think about for their eCommerce site. The companies that do are the ones who grow quickly and consistently all year long. A great example is Zappos. They have a service model that can’t be beat.
Zappos' president and CEO Tony Hsieh knows how to make his company Hsieh is crystal clear on the culture he needs to make the company succeed because he has broken it down into basic values. According to Inc., the first two values are:
- Deliver wow through service.
- Embrace and drive change.
Contrary to most ecommerce companies, Zappos has developed renowned service from the inside out. They have a unique way of focusing on all touch points related to customer ease and engagement and have become a customer loyalty champion.
When the company began, their primary objective was to provide the largest selection of shoes in one place; however real success came when they changed their strategy and began focusing on giving the consumers something extra, something the other guy forgot to consider, something unique to their brand. That something was customer service.
They stand out because they want their customers to be 100% satisfied. Whether it is free shipping, including returns; exceptional call center service, a 365-day return policy or the way they acknowledge special moments in their customer’s live, Zappos shines.
It is time to wow and celebrate the people who purchase your products and are loyal to your brand. Building relationships with people and showing them you will go the extra mile for them will not only make holiday sales soar, it will make year-long sales soar as well. Share customer information, product insights, and support metrics across your company to allow your team to be more productive in building strong relationships with customers, even the frustrated and annoyed ones.
Studies have found that only one percent of consumers feel like their expectations for good customer service are always met. That’s a pretty small piece of the pie. Likewise, 86% of people are willing to pay up to 25% more for a quality customer service experience. If these two statistics don’t convince you of the importance of quality customer service, give these a try:
- 58% will never use the company again after a negative experience.
- 39% of customers avoid vendors for 2+ years after a bad experience.
- 24% see if the company would take action to resolve the issue.
- 72% blame their bad customer service experience on having to explain their problem to multiple people.
- 55% of consumers have intended to make a purchase, but backed out because of poor customer service.
- 58% of consumers are more likely to tell others about their customer service experiences than they were 5 years ago.
These statistics clearly reveal that you cannot take a customer for granted. By neglecting their needs, you are telling them they have no value to you or your business. Capture feedback and act on it immediately. Whether you have one person or 100 people on your support team, they are the critical link to you customers. Unlike your product management, sales management or marketing teams, who generally only talk to customers from time to time, your service team could be talking to the same customer daily. Use that information to drive positive change and growth. Listening to all your customers provides insight that will allow you to become not only better; and stand out from your competitors.
Give your customers a season finale that lasts year round and you will have a loyal following for all the seasons to come. The bottom line, don’t just be in the business of selling your products. Be in the business of making your customers your first priority.
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