There are lots of different theories about customer service. How to offer your products and services to your clients in an atmosphere that makes them feel respected is all about finding a balance between making sure their needs are met and your products are getting sold. So, in today’s digital age, how do you find the balance?
Customer Service: When It’s Too Little
In the digital marketing arena, having too little customer service available will always make the difference in closing the deal and being unable to convert your website visitors into clients. First, take a look at your website. Does it have all the necessary elements? Is it clean and simple? Is your contact information readily available? If not, make sure your website visitors know how to get in touch with you. If they don’t, you’re missing out on a world of sales.
Where Does The Webform Go?
Most websites are equipped with a webform where website visitors can input an email address and/or a phone number to find out more. It is easy to have a webform on your website, but then what happens? Where does your webform go? Whose email account does each webform get sent to? As a business owner it is your responsibility to make sure each inquiry is being answered in a timely fashion.
The follow-up process is a necessary part of your conversions. If you are not following up with people who have inquired about your products or services, then your potential customers likely aren’t feeling heard or like you care about their business. Have a succinct process for following up with people interested in your business and make sure the process is followed through every time.
Customer Service: When It’s Too Much
Here is where we talk about finding the balance between too much and too little. You want your customers to feel heard, but you don’t want to overwhelm them because it can come off as sales pressure. Follow up with your clients in a timely manner, but remember to be respectful of their time and their space. Be available to answer questions, but do intrude on your potential customers’ lives.
You also want to make sure your webform only asks for the information you actually need. Typically an email address or a phone number suffices. If you are asking clients to fill out a full page of information, they’ll likely get frustrated and not finish filling it out. Again, respect their time and only ask for what you really need. We love what UserTesting.com says about simplifying your webforms.
Is Your Website Too Much?
Another way many businesses take their customer service too far is on their website. Constant pop-ups and live-chat windows can be intrusive, and while the intention is to be available to answer questions you may come across like you are trying too hard. Take a step back, and examine your website. Does it:
- Provide basic information about your products and services?
- Have your contact information readily available?
- Have a webform that goes to a real person available to answer questions and follow-up?
Great. Now walk away. You always want to find the balance between offering helpful information and having an actual person available to answer questions and badgering your potential clients. For more information about how digital marketing can improve your customer service, contact Vertical Web for a consultation today.