Customer service and how the company uses feedback from customer service will help Cooking.com grow its web sales to about $50 million in 2006.
Throughout its product pages Cooking.com, No. 176 in the Internet Retailer Top 500 Guide to Retail Web Sites, features prominently displayed feedback boxes that customers can fill out and submit their comments, questions and complaints. Each month Cooking.com receives about 4,000 submissions which, in turn, the company uses to plan site improvements and add new shopping categories. Taking to heart what customers want pays off. In the past two years the conversion rate on coffee makers has increased by 90% because Cooking.com studied customer comments and then added more than 40 new styles and colors. “Our shoppers are very specific about what they want in the feedback we get from them,” says Cooking.com founder and president Tracy Randall.
The company is using customer feedback to test live chat, add more videos to its recipe section and position customer product reviews in a way that ranks the most authoritative reviews first. “We feature the customer as the ultimate authority,” Randall says.
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