Comparing Online vs Offline Customer Service

The online environment is dynamic.The expectation is that retailers will keep on top of advances in technology - or consumers will go elsewhere.

Sure, it can be intimidating, but less so if you think of (cue my favourite analogy) your website as a bricks and mortar retail store. The key is to align the online experience with the offline experience. Providing a level of customer service which is consistent with the in-store experience is easier than ever with the online technology available today. So when you're trying to push your website from good to great, think about what your customers would expect from you offline, and try and recreate that online.

To cover some of the basics, secure payment gateways, easy access tohelp, and clear communication about delivery, returns and replacements, are standard customer service essentials for online retailers.

To up the ante, online retailers can:

Supply a wider range of payment options

Almost everything I buy online is paid for by credit card, but believe it or not, not everyone is happy or able to pay by credit. As concerns about fraud and online security increase, payment methods that offer a level of protection for purchasers are increasing in popularity. Putting the security issues to one side, it's also about giving customers the convenience and choice that they want. Being able to pay by BPAY, PayPal, or even offering a pay on invoice for regular customers - it's not a lot to ask.

Mobile browsing - including payment

Look around you when you go for coffee, or in the airport lounge - the smartphone is this year's must-have accessory. Whether it's the ultra-cool iPhone you've got in your pocket, the big corporates' Blackberry or one of the many 'other' options - smartphones are going like mobiles did in the 80s. As they get smaller, cheaper, quicker and packed with features, they're increasingly the online access point of choice. Dare I say it, even the banks are on to it - forward-thinking online retailers are too. Making the browsing experience mobile-friendly is one thing, but remember that browsers must be able to buy too!

Order tracking

So I've chosen my products, handed over my credit details and reached the confirmation page - now what? To make sure I'm not calling or emailing you to check on the progress of my order (and if I'm one of those customers, we could be looking at several times a day), make sure you send me a confirmation email, and offer me the opportunity to print out the confirmation page as a start. In my email, give me a direct link to frequently asked delivery questions and tell me where I can check my orders progress and its scheduled delivery, including estimated time of arrival.Tracking capability gives customers extra peace of mind, while guaranteed delivery times and express delivery options can provide that added point of differentiation that seals the deal for us time-poor online shoppers.

Regularly review and update help

The customers we were dealing with when I started this business are a world away from the ones we have today - literally. What your online shoppers needed to know years, months or even weeks ago is no longer the same. Consider the GFC as an example. Whether you're shopping for something directly affected, like mortgages or finance, or something less obviously affected, say fashion, what customers need to know has changed. Whether a shift in customer sentiment is driven by current events or is more about catering for emerging customer segments and evolving products and services, you customers must have easy access to the right information. If the buzz in the store or in the industry is changing, consider what needs to change online.

Offer interaction

Give your customer the opportunity to discuss your products and services through forums or VoIP . The idea of being so open is terrifying for lots of business owners. The point is, your customers are talking anyway - with or without your permission. Interaction through forums, as an example, can help customers find the information they need to buy - we can't always predict what information our customers will want. Whether or not your widget will be able to be used outside in summer's 46 degree heat may not be something you've considered. It may be of interest to a tiny two-person segment of your customer base, one of whom has trialled it. Giving these individuals the opportunity to connect is the easy way - enough said. Not surprisingly, some of the big names do this really well.

Get real

Provide virtual tours or augmented reality demos to reduce the perceived risk of purchasing online. Although we've all heard stories of non-existent properties being bought by unsuspecting buyers, the fact is that customers perceive that if they can see it they can believe it. Think infomercial to tap into this mindset. If I can see the chick with the hot body and she's using the Wonder Machine, then I too can buy it, use it and look like that. Logic.

Make the important obvious

So the product is in demand, it's out of stock and it won't be delivered for 6 weeks. Important is not always ideal, or what customers want to hear. Not saying it loudly and clearly is a recipe for online disaster. Even the standard information about charges for express delivery can get tricky if you're not upfront with it. For me, there's nothing more irritating than finding out something is unavailable when I'm already at the checkout. Do flag important policies, insert prompts and offer dedicated tool tips to make sure your customers are aware of all terms and conditions - not just once, not just small print!

So, it's not an exhaustive list, but rather a few tips. If you're trying to improve your customer service online, I'll always recommend comparing your online and offline customer service levels as a first step. Firstly, because you may have missed something simple that could help you quickly and easily lift your game, and secondly because of the importance of consistency. If you listened to anything in Marketing 101, or if you've read a Dummy's Guide to Business, you'll know that consistent communication helps customers and prospects 'get' your brand. Meeting and exceeding the expectations that customers have of your brand is a decent chunk, simply speaking, of achieving business success. Thinking offline or online, "the only way to remain great is to keep on applying the fundamental principles that made you great". Thanks Jim.