Communication & Interactivity:
Two Key Elements of E-business Customer Service

Customer service is the most important function of your e-business. Good customer service means responsiveness. It means you understand, anticipate and respond quickly to the needs and demands of your customers.

This is an area where your e-business can really shine if you pay particular attention to these two key elements of the Internet.

Element One - Open Communication

I like to call this principal "Transparent Availability".

It means your customers or clients should always be able to contact you immediately, and you must be easily accessible to them. Some points to consider -

1. Visibility - Your business contact information should be available anywhere your customers are likely to access your e-business. It is vital to have easily available e-mail links, toll-free telephone numbers and links to feedback forms. Before you say "everyone knows that" take a good look at your Website, business cards, marketing pieces and business forms. You might be surprised.
2. E-mail Lists - Opt-in e-mail lists are powerful tools in e-business customer service. You can maintain your visibility with your clients or customers while providing important information to them. These lists can give on-going or routine information as well as news and positive advancements or changes. Response and feedback should be encouraged in your e-mail messages by providing links back to you and (again) full contact information.
3. Autoresponders - It is smart to provide as much information as possible to your customers by using autoresponders. When your customer sends an email to your autoresponder it can send back any appropriate information automatically. You can instantly provide answers, information, price lists, or anything you like. No hassles, no delay, just instant responsiveness to your customers needs. They appreciate that every time.

Element Two - Interactivity

For the most part your customers want you to know how they feel about your e-business. By increasing the ease of interactivity with your customer you increase the likelihood of an exchange of information.

This can be achieved in various ways.

1. Forms - Opt for as many forms as you think your customers may need to be able to complete any necessary tasks. Combining drop-down menus, multiple choice buttons and blank input fields for ease of use can help contour each form for maximum utility. Don't underestimate the use of this simple tool that most companies do not fully utilize.
2. Surveys - Customer service is not only responding to your customers, but also anticipating their needs and soliciting their feedback and suggestions. A digital survey can be used for feedback and input on your products or services, or to solicit opinions and suggestions for methods of improvement or expansion of your business. In addition to providing valuable information, using surveys shows your customers a willingness to seek and listen to their advice. Also, always be sure to thank the customer for their input, either by autoresponders or personally.
3. Incentives - While giving your customers a chance to interact with you is important, rewarding them for it will help you on your way gaining their loyalty. Drawings for prizes, rewards for repeat business or referrals, discounts for completing surveys, or free offers for providing information and feedback - all of these are good methods of interacting with your customers.

Summary

In e-business communication and interactivity are crucial to good customer service. Listen to your customer or client, and respond. Take their needs, concerns and demands seriously, and act accordingly.

If you fail to do this, your customers will go to those who do.

You can count on that.

Alex Johnson does Internet Strategies and Consulting for businesses. In addition to his business, AJConsulting.com, he writes and speaks about Internet topics. His business also specializes in Internet Promotion.

Alex can be reached at AlexJohnson@AJConsulting.com
Phone 603-647-4190