How to build successful customer relations over the internet

The more you spend on technology to build your customer relationship, the better it would be, right? The big companies with deep pockets often deliver customer delight, right? Wrong on both counts. Technology can never make relationships; it is just an enabler. People make relationships so the more you invest in people and processes you will be better off with customers.

Remember that more than 50 per cent of CRM installations were failures in the past prompting many companies to avoid multi crore rupee investments in technology. Software as a service became a disruptor because of this issue. The internet’s development has been a boon for marketeers, no doubt. Across the globe, companies of all types and sizes have developed web sites, and every one has reaped the benefits. Most experts agree that many companies will see internet sales increases in the festival months although retail sales overall are expected to suffer compared with last year’s.

But festive and discounted sales are not enough; smart marketeers have long known the value of long-term customer relationships. Customer relationship management principles for internet marketing, however, are not the same as when dealing directly with your customer face-to-face. Several companies have developed e-commerce software to assist online marketeers in forging and maintaining customer relationships. Some of the key aspects of an effective CRM programme for internet marketeers include ways to keep the system user-friendly. Following are a few tips for keeping your customers from stick to your site and type in that OTP:

# Update frequently: You would imagine companies who are in the Internet space or communication space to do frequent updates of their websites. This is quite evident to most of you who have used multiple ecommerce sites. If you see the same site with no changes in the main page in a week, you know that company is not worth your time. Take travel agency sites such as Makemytrip, yatra or cleartrip. How many of them have made decent changes on a daily basis? Static screens send a poor message to customers. Be sure the web pages are updated frequently with relevant information, and make sure all the pages are readable and work, as they should. At the bottom of the home page, at least, list when the site was last updated.

# Attractive home page: As marketeers, we know the importance of first impressions. Poorly chosen colours, too much or too little information, no website search capabilities and poor menu presentation are just a few potential problems. Choose colours that are easy on the eye, and do not obscure menu choices. Remember to include company identification, such as logos and trademarks.

# Do not overdo it: Too many graphics and sounds that take too long to load will scare e-customers away. Get to the point; some customers may still have older computer equipment and poor internet speeds that cannot download detailed graphics and sounds easily.

# Easy customer contact: Make it easy for customers to contact you and respond in a timely fashion. Some companies still take days to get back to online customers; you should treat your internet shoppers as if they were customers coming into your store and acknowledge them quickly.

# Provide a good response: Answer customer questions, because form letter e-mails only irritate customers. And respond as soon as possible, because in the e-commerce world, every minute counts. Always send a detailed confirmation that includes shipping information.

# Anticipate questions: Many of the best sites I have visited have frequently asked questions, or FAQs, as a menu choice. This often helps answer a customer’s questions before he sends an email. More importantly, it satisfies the customer immediately.

# Easy order, easy pay: Your e-commerce website should have an order form that is easy to use and has a secure pay system. Let the customer know the pay system is secure, but also give him alternatives such as calling or mailing in the order.

# Be informative: Customers today are looking for solutions to problems, so tell them how your products and services provide those answers. Publicise examples on the website. If your company or products have won industry awards, do not hesitate to let e-customers know.

# The electronic catalogue: As many as 90 per cent of car buyers pre-shop for vehicles online. Whatever business you are in, remember that many customers are pre-shopping, so offer online whatever information your hard copy catalog contains and maybe more. You may be able to provide a shopping assistant service, virtual models for trying on clothes or video clips, if appropriate.

# Follow up: Thank customers and verify that everything is to their satisfaction, but do so without irritating them. Only send email solicitations if they want to be on the email list; some e-retailers send emails to customers too often.

(The author is the CEO and managing director of CustomerLab Solutions)

Source | Financial Chronicle | 13 October 2015