Converting your web traffic through great customer service

You’ve Got Traffic…

August 9^th 2011 Sally Ormond conversion rate, copywriting tips, customer service

This is amazing.

Your search engine optimisation strategy is working. Targeted traffic is flooding to your website and your professional copywriting is converting them because they are going straight to your contact form.

Fantastic. So what happens next?

Getting traffic that converts is one thing but does your customer service match their expectations or is it letting you down?

There are a number of ways your customers will be able to get in touch with you so you must ensure the service they receive via their preferred method is first class.

1. Email

Although your customers won’t expect an immediate response via email, they don’t to be left hanging around for weeks either.

When you get an email send an acknowledgement so they know you are aware of their question. Within that email give them a time frame in which you will respond – and make sure you stick to it.

If at all possible, try to reply within 24 hours or sooner if possible. This could well be the first contact they have with you so make sure it’s a good experience.

2. Hanging on the telephone

When your phone rings, answer it.

If you leave them hanging on the end of a ringing phone, your potential customer will probably hang up and ring someone else who will answer.

A lot of companies use an automated answering system – there’s nothing wrong with that, just make sure they reach a real person quickly.

3. Live chat

This is a great option to have on your website because it means your potential customer can get an instant answer.

A simple click on a button connects them to you and this ease of contact shows you as a company who puts its customers first.

Of course, you just have to ensure the staff member manning it is qualified and has the knowledge to help.

When things go wrong

Not every contact will go smoothly – it’s a fact of life that you have to be prepared for.

When something does go wrong (and it will), how you deal with it is what matters. Be an adult, hold your hands up and apologise. Then put it right and follow up to make sure your customer is happy.

A mistake won’t lose you a customer – how you deal with that mistake will.

It doesn’t matter what business you are in – great customer service is essential. Even if your brand is one of the most sort after of the minute, if you give bad customer service people will walk away (and are unlikely to return).

Always, always, always put your customers’ needs first.