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| Internet |
 Website Savvy - Customer Service
- Part 3By Joan Pasay of Jampact Media Inc. As we have been learning over the past few months, you can use your website to service your customers. Sound difficult? It really isn’t. In July, we talked about: 1) offering a “Frequently Asked Questions (FAQs)” section; 2) offering online PDFs available for download (Product catalogues and service manuals), and; 3) starting an e-newsletter. In September, we talked about: 1) using online surveys to find out critical information about your customers and about you; 2) highlighting case studies about your customers, and what you did for them; and 3) offering online coupons and specials for your customers. In the last article of this series let’s explore more methods for servicing customers online: 1) Offering Your Customer Online Payment Methods - Now, I understand not all of you have something that is suitable to sell online. I would argue though, that all of you could benefit by letting your customers pay their bills online. When you send your customer their next invoice, offer credit card payment online. You will find your customers will pay their bills sooner because of the option to pay by credit card. Your cash flow will benefit too, as the number of invoices in the unpaid ledger will decrease. Yes, I understand merchant accounts cost money, but you may be surprised how things have changed over the years. Nowadays, most any company with a decent financial history can apply for a virtual merchant account for under $250 Canadian, with monthly fees for around $50. Of course, you will pay user fees/percentages as you use the account. One such service to look up is “Real-Time Credit Card Processing.” Giving your customers the option to pay online via credit card will be appreciated! 2) Welcoming Your Customers into the Process When You Develop a New Web Presence - I am sure we have all heard about companies that invite their best customers into the boardroom when they are developing a new product. Why not get your customers’ feedback and suggestions before you refurbish your website? If you operate with the notion that one objective of your website is to service the customers you already have, and you have already made (or are making) strides in that direction, your customers will be thrilled to be asked. Last month, we talked about using surveys to mine information from your customers about themselves and about you. This process goes much further by involving picking up the phone, having a conversation, and meeting with your customer to ask them what they want to see on your website. The conversation could go like this: “Joe, you have been our customer for many months, and I value your opinion. We are reworking our website to ensure that customers like you can find the information they are looking for about our products and services. What features do you think we should be offering that we currently do not? Could you take a few minutes and ask your co-workers if there is anything they would like to see, since I know Mary and Sue deal with our staff over here quite frequently…” One note of caution: If you think Joe’s ideas are great and you use them, send him a token of thanks and make sure he is the first one to see the new website. If you think Joe had a bit too much pizza the night before and it is clouding his feedback, figure out a way to gently let him know why you won’t be incorporating his ideas. In closing, we have talked about eight approaches to servicing your customers with your website: FAQs, online PDFs, e-newsletter campaigns, online surveys, case studies, online coupons/specials, online payment and including your customers in the process of improving your web presence. All in all, these are simple but very effective approaches to keeping the customers you already have and turning them into repeat customers. Now, wasn’t that easier than going out and doing the work to find a new customer? Joan Pasay is an Internet Marketing Coach with Jampact Media Inc. ( www.jampactmedia.com ), a Calgary-based Internet Marketing & Web Development Firm. Contact 547.5436 or joan@jampactmedia.com |