Although, there’s lately been a lot of innovations to e-marketing there are things that never change. No matter how well will you plan your eshop’s marketing strategy, if the client isn’t satisfied with the service itself, he won’t give you thumbs-up. Even worse, customers will usually share their dissatisfaction with other Internet users. It’s a forgone conclusion that 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users, (Econsultancy, July 2009). The statistics show that you can’t afford to have no positive opinions.
Here’s a reminder of how to get only positive responses.
Shoulder responsibility
This is probably the most unpleasant part of running a business, but you need to face the music and take responsibility for your entire inventory.
I agree that it’s not always your fault when the product is of low quality, because you can’t check every item. Despite that, it’s up to you to make up for a damaged product to your customer. Later, you can think about complaining to the supplier.
The same thing refers to the delivery company. Make sure you choose the one that delivers your parcels on time and safely. Delivery is crucial, as 43% of consumers’ retailer choices are influenced by their delivery experiences and options, found the Interactive Media in Retail Group.
What clients also expect is the possibility to track the order. If such feature isn’t available with your delivery company, take matters in your hands. A client that receives his or her purchase in an expected time and in a good shape is more likely to recommend you further.
Downright rules
To get positive opinions you need to have clear and comprehensive rules. Even if you’re not able to offer the best conditions in the whole e-commerce world, they should be truthful and honest. Once customers know how to complain or return your products they will feel more confident and you’ll avoid unpleasant misunderstandings. Deal with all the exchanges and complaints offhand. One complaint doesn’t mean that you’ve lost the customer. Even better! Every complaint is a sales opportunity, so grab it and show your disappointed client that you care.
Don’t let anybody get a nasty surprise and always follow your statute to the point! That builds trust and the research shows that, 84% of marketers agree that by 2020 building customer trust will become marketing’s primary objective, and 82% agree that collaboration with customers will prevail over marketing. (1to1 Media survey of the 1to1 Xchange panel, April 2008).
Up-to-the-minute
Old descriptions and photos won’t convince anyone to buy anything. Even if you get lucky and sell something with a description that hasn’t been updated, the result may be rather poor. You should be aware that the trends change, and “latest trend” caption under color screen cell phone that stands next to smartphone, may seem awkward. The case is similar in case of images, they all should be updated from time to time.
Now, most importantly refresh the availability status. Nobody likes it when they “fall in love” with something that turns out to be out of stock.
That also means that you should take into account customers’ feedback and improve constantly. If your clients give you negative opinions, make a change, update your policy and get such refreshed opinions.
Quick as a flash
This should become your ultimate motto. Whether it comes to the delivery or communication, the client is only satisfied when it goes fast. Don’t wait to next days with the e-mails and respond to those urgent straight away. It’s 61% of people rely on user reviews for product information or research before a buying decision is made, so it’s worth to please those customers and make them trust you, (Razorfish, 2008).
If you interact with your customers quickly and reliably you can be sure to get positive feedback. Take a look at this example. Here the customer’s complaint is answered quickly and what’s more other client takes the eshop’s side in a conversation. By such examples we can see how customers’ trust works for the webshop advantage.
Wrap it tight!
It’s a bummer when the CD comes in a broken box, but what when a tablet comes with a broken screen? It’s tragic!
Adjust all the packages to your products and make sure they are all delivered in a well-prepared parcel. If you send fragile objects, make sure the courier knows about it.
Following those rules, you may expect positive opinions and recommendations. However, failing at any of these may result in negative remarks. And that led not one but many eshops to serious financial losses or even bankruptcy.
What’s your opinion? Are positive opinions important for a webshop? Do you bother with negative remarks?
