Chances are, you've had a bad customer service experience at least once in your life.
Everyone has had that moment when they storm out of a store resolving never to return. There are probably tens of thousands of customers doing so this very minute. The thing is, it also happens online, and it’s one of the top impediments to repeat online business.
Wait a second, you might say. Unlike regular shoppers, online consumers can browse the selections of multiple stores in a heartbeat, and will shop at whatever store has the lowest price. What’s the point of worrying about customer loyalty?
In fact, while online shoppers are more fickle about price and discounts, they are no less loyal. Over 70% of online shoppers belong to a loyalty or frequent buyer program, and over 50% of online shoppers are somewhat loyal to at least one online brand. So brand loyalty does matter online, and it is a significant way to generate sales.
So how do you keep customers loyal?
That’s simple; make sure they have a good time dealing with your online store.
A study by Forbes found that over 70% of all consumers who stopped a shopping at a store did so because of a bad customer service experience.
Though there are more dimensions to this in online retail, it still applies.
Here are 3 ways to make sure your customers stay happy:
Use Discounts and Loyalty Programs:
The customer service aspect of online customer loyalty is important to keep them shopping at your store, but so is another aspect of online retail: discounts. Unlike traditional retail, online shoppers have an almost unlimited number of alternatives to your store, so it's essential to keep them coming back. One of the key methods of doing this is through frequent buyer and loyalty programs, as research has shown most online shoppers respond well to them. In other words, send discounts and promotions to loyal customers so they look to you first.
Engage with your Customers:
Online retail requires engagement. Customers want to talk to you more than ever, and online stores don't have a friendly clerk to help fulfill that essential social need of the shopping process. Make sure they can reach you through other ways. This can be through e-mails, forums, or social media. Traditional stores and restaurants are often judged based on how friendly the employees are: this is no different for online shopping. Be friendly and make a connection through your various social media channels. Ask their opinion. Thank them for their business. All of this is essential to ensuring they shop at your online store again. In the event of any problems, make sure to respond promptly to let them know they are not being ignored.
Increase your Speed of Delivery:
Another aspect of customer service that is often overlooked is speed of delivery. This aspect of shopping doesn't exist in traditional brick and mortar, but to give someone gratification of purchase is essential in making sure they have are satisfied at the end of their shopping experience. That means 2-3 day ground delivery in most cases, as the expectations of customers have risen drastically in the last few years. If you can't get your shipments to your customers in that time frame, consider outsourcing your fulfillment or hiring specialists.
Of course, the single best advice to retaining customers is to treat them like you would like to be treated, and there is no substitute for that. But if you follow these 3 steps, you will be that much closer to ensuring your customers come back again and again.
Has customer loyalty been valuable to your online business?
There is one question we’re often asked that is not listed on our websites or any FAQ. “What is your logo supposed to symbolize?” A logo, probably more than any other single aspect, is something that represents the company to the customer, a symbol that stays in the mind of the viewer. This symbol can be more than just a picture. At its best, it can become a representation of what the company stands for and the concepts behind it. For example, the Starbuck’s logo evokes the smell of fresh ground coffee, just as Coca Cola’s logo induces a strong sense of nostalgia for the past.
Now if you’ve seen the Webgistix logo, you might be asking why we’ve kept it the same for over ten years. It’s an orange circle with a blue W, what’s so special about it? And what, exactly, are those two dots supposed to be?
The history behind this began when we first started Webgistix back in 2001. At the time, Webgistix was a concept. We didn’t have warehouses or employees. We had a plan, and a vision. It was with these in mind that we created the logo, which represents more than a single idea. It stands for global eCommerce, with the circle representing the world. It symbolizes two people from different nationalities, joining hands in harmony. It symbolizes the customer – vendor relationship and also the buyer – seller relationship. It symbolizes the two radically different concepts of Webgistix, online commerce and offline fulfillment. It represents all these things, all these opposing forces, coming together and raising their hands in victory. That’s what that logo means to us, and what I see when I look at it. Depending on the story behind them, logos can grow to become the most significant part of your brand.
Do you have a story to share about the logo of your company?