Business owners and executives often like to think that customer service begins and ends with personal interactions – the telephone conversations and e-mails they exchange with buyers. As important as these encounters are, however, the reality is that your website can be your most important customer service tool. That's because it's the one part of your company that buyers interact with the most, reaching more customers, more often, than you or your employees could ever hope to.
With that in mind, are you making the most of your business website as a crucial customer service tool? Most companies we meet with aren't. Here are a few ways to use your business website to keep more buyers and grow customer relationships:
Post FAQs and downloadable documents online. A lot of what customers really want to know (that is, common customer service inquiries) can be covered in frequently asked questions and downloadable documents like product manuals. By making those available online, and easy to find, you cut down the time needed for your staff and your customers.
Have an easy navigation structure with clear contact information for different parts of your company. Few things are as frustrating as coming to a business website and knowing that the information you're looking for simply has to be there… if only you could find it. Make pages simple to navigate, and ensure that it's always easy to reach a member of your team by telephone or e-mail.
Allow customers to change their own orders and account details. Depending on your web structure, this could require a bit of custom programming, but it's well worth the effort. That's because, despite the old advice that building customer relationships is all about being friendly and personal, many of your buyers want to be able to save time by changing orders and account details without picking up the phone or stopping by in person.
Make your website mobile-friendly. Nearly everyone is attached to a smart phone or tablet these days, and if your customers can't access your business website through mobile devices, then you're missing out on opportunities to make them happier.
Customer service is about a lot more than simply being friendly when you see your most important buyers. By upgrading your business website, you make it easier for them to do the things they want and need to – and that's what strong customer relationships, and brand loyalty, are really all about.
Need help upgrading your business website, or putting together a comprehensive Internet marketing strategy? Let The HVAC Girl Team help! It only takes one quick phone call - 817-283-3324 - to setup a free consultation.