All the answers to your unique business lifestage questions
Customers expect the ease of websites and email when doing business with you - almost as much as they expect good service.
E-newsletters, websites and viral marketing are just some of the online marketing tools currently available.
They can be a highly effective and surprisingly affordable way of promoting products, building your brand and increasing customer retention. But you have to make sure that your customer service retains the personal touch. Here's how.
- Build your website with your customer in mind. Make it easy for people to find what they are looking for.
- If you sell products online, keep the order process simple. Eliminate all possible confusion.
- Always provide working phone numbers on every page of your site so that customers can reach you quickly if they have problems.
- Let your customers rate your site. Ask them to complete a customer survey. Use the results to make improvements.
- When communicating via email, take care to answer every question or concern that a customer poses.
- End the email on a high note. Customers remember your last words best. If they have complained, start with an apology but end with the resolution.
- Use exaggerated courtesy. People can't see your expression or hear your tone of voice in an email.
- Read emails at least three times before hitting the send button.
- Analyse the click-through activity on your e-newsletter to establish which articles your readers access most, and adjust future content appropriately.
- Follow up on downloads and polls. Failing to acknowledge reader interaction can be damaging.