Give the lady what she wants
Lauren Freedman once worked for Marshall Fields, which, she recalls, had an old saying it made sure all employees knew well: “Give the lady what she wants.” This is precisely the advice she offers e-retailers looking for new or unrealized opportunities in e-commerce.
Internet retailers must carefully consider and outline customer service plans that help ensure their customers are happy and content, Freedman said at the Internet Retailer 2007 Conference and Exhibition June 5 in an educational session titled “Assessing the Real E-commerce Opportunity.”
Freedman, president of consulting and research firm the e-tailing group, said the following are key elements of a thorough and successful web retailer customer service plan:
- A web site with a comprehensive customer service destination
- An easy-to-find phone number and list of customer service hours
- Inventory status notification on product pages and/or in shopping carts
- Guest membership capability
- An efficient checkout process
- A privacy policy and guarantee
- Timely fulfillment, within three to five business days
- Efficient and appropriate answers to all service queries, ideally within no more than 48 hours
- A clear and concise returns policy
With regard to shoppers making their way through an Internet retailer’s online customer service functions and information, Freedman said merchants should ensure customer-centric navigation via “the mother plan.” She explained: “If my mother can do it, then anyone can.”
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