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Think about (this...). Right now, a whole generation of young customers in the United States has been brought up to take computers for granted. Pointing with a mouse is no more mysterious to them than hitting the "on" button on the television is to their parents. ...Andrew S. Grove E-Commerce is here to stay!
In order to survive in the twenty-first century, businesses must embrace
the use of the World Wide Web.
The Web can provide products, services or information directly to the end
user or to the creator of a product that will ultimately be used by the
consumer. The Internet is no longer a novelty or luxury. The web as become a
vital, intricate and necessary tool for businesses. Based on research conducted
by Forrest Research, Inc., it is anticipated that by the year 2004, On-Line
revenues will exceed $175 billion. According to a survey conducted in 1998 by
Martin Akel and Associates, 27% of buyers turn to the net as their first source
of information on a product or service. That was a 14% increase over the
previous year. The Internet is open 24 hours a day, seven days a week. The
consumer can purchase a product at any time and then have it delivered directly
to them. Customers can now purchase
their groceries, buy stock, apply for a loan, establish their horoscope,
research a new home, plan a vacation or buy a car all without speaking to
another person or leaving their desk. A
Web Site creates an image for a business much like a store.
When the Web Site is easy to maneuver and responsive, the customer is
more likely to return. Let's take a look at some of the ways you can put your
best foot forward on the World Wide Web and win customer loyalty. Make the site easy to use. It is very frustrating when you have to scroll from left to
right to read a web page. All the
information needs to be visible on the screen at one time.
Additionally, keep all of the web page link buttons available on each
page. That way the customer can move easily from page to page without returning
to the home page each time. Focus on the customer. Identify your end customer.
Establish what information they need to do business with you.
Decide what the easiest way is for the customer to obtain this
information. To really establish if your organization is focused on the
customer, enter your web site as a customer and see if it is easy to place an
order or obtain information about your product. Make a real person available.
Always have your 800 telephone number and a customer service
representative available to assist the client.
If the customer has a question and they are unable to get it answered,
you may lose out on a very important order. Make it easy to order. How many ways can you list your item for sale; by
manufacturer, product name, or interest area?
You can find a book on Amazon.com by topic, title, or author. When
someone places an order, ask for the minimum amount of information regarding the
order on a secure site. If you are conducting a survey and want additional
information, then place that at the conclusion of the order and to give them the
option of providing you with additional information.
Do not make the customer fill out unnecessary forms to help you make more
money. A free gift might also be offered if you request their response to a
survey. Keep your Web Site current. Update your site regularly.
As products become available, add them immediately. If there is a change
in company policies that affect the customer, provide that information on the
site. If the product is not
available, be honest and provide that information. Follow-up on all orders. Notify the customer immediately their order has been
received. You can confirm their order with an automated e-mail that indicates an
order tracking number. The e-mail
needs to also indicate when the item will be shipped and the anticipated arrival
date. Remember, much like a store can provide a positive experience for the
customer, your goal for your Web site, is to do the same. You can do this by communicating, confirming the order, and
providing shipping information responds to all e-mail inquiries. Keep the customer informed. Some organizations I
have done business with on the Internet have provided me with e-mails every step
of the way. Usually, the business
informs me that my order has been received. A second notice arrives when the
order has been shipped and then, finally, they ask if I am satisfied with the
order once it has arrived. Provide an accurate representation of the product or
service. There is nothing worse then reviewing an item on the Internet and
then discovering when it arrives, that it was not what you ordered.
Make sure your product descriptions are accurate and complete.
If customers find they must return orders on a regular basis, they will
soon stop doing business with you. Create a positive experience.
Traditional businesses depend on the customer to have a positive
experience in their store. They create an ambiance that encourages the customer
to browse and buy. Metropolitan grocery stores however, are discovering that the
customer does not necessarily have to smell the cantaloupe, squeeze the Charmin
or walk up and down the aisles to be happy.
What they are interested in is home delivered groceries that are easy to
order and delivered on time. The
positive experience begins with the search engine process.
Web sites that are easy to find, view, maneuver through and order from
are in demand and will succeed. Make your customers feel special. Customize your
service for each customer. If you
notice the customer is interested in a particular line of products or
manufacturer, notify them when you have new products in stock that you think
they would find of interest. I have
placed several orders with Amazon.com and frequently ordered a particular
author. When the author releases a
new book, Amazon notifies me. You
can also ask the customer if there is information they would like notification
on. This allows them to indicate
products or services they may be personally interested in. Indicate your terms and conditions up front. A camera a friend's husband ordered for Christmas arrived to late, so he kept it for her birthday occasion. She decided she did not want the camera and tried to return it. The company refused to accepted it since it had passed the 30 day return period. When she reviewed their Web site, there was no indication of the return period. She complained to the service representative and their response was basically one of indifference and a refusal to accept a return of the camera. |
