Sit back for a moment and think of a business that you deal with regularly – one that you enjoy returning to time after time. Now, delving a little deeper, why do you go back to that particular business each time? Is it just for the price of the goods and services?
Chances are (with the exception of the big chain stores), it’s not – you go back for their customer service.
At the end of the day, businesses are often not remembered by the goods and services they provide. They are remembered for the helpfulness of their customer service and the promptness with which it is given.
To the small business owner, time is always valuable and providing a customer service that is high quality, helpful and prompt can take a fair chunk of this time. Fortunately, with the right systems in place, you can provide this level of service through your website.
Here’s five website-based systems that could work for your business:
Easy to install on most content management systems, a helpdesk provides a simple form for customers to complete which is sent directly via email to the business. With this system, unless you have staff available 24/7, be sure to indicate on your site the hours that the form will be supported. Outside of these hours, link the Helpdesk straight to the FAQ (see below).
A very popular option, this system incorporates a small pop-up chat window (usually in the lower right of the website screen) that is answered by the business’ staff. When staff are not available (i.e. serving customers in a physical store), most live-chat systems will display a message asking the visitor to leave a question that will be answered ASAP.
These guides can come in a variety of forms, the most popular being factsheets and tutorial videos. Without taking valuable time to answer the same question from a multitude of customers, a guide can help the customer work through the problem themselves. A great example of troubleshooting guides can be found at the front counter of any Bunnings store with their variety of how-to pamphlets.
FAQ (Frequently Answered Questions)
Similar to the troubleshooting guides above, the FAQ of a website can be built over time to answer those questions that pop-up repeatedly. With a FAQ, you only have to answer it once and that answer is then available to anyone with the same question in the future. An additional part of an FAQ can include a “smart” form that starts looking for an answer as you begin to type – like Google does when you start to search.
Provided you can generate a “following” for your products and services, a forum is great for customers to start helping each other. Users can post questions and they can be answered by either other forum members or members of staff that are available. Once a forum starts “rolling” along, they can be very effective in generating a “tribe” of followers for a business.
Start small and build your support system over time using the questions that you hear every day. By using actual customer enquiries, you can answer exactly what your cliental needs to know without having to re-invent the content yourself. And by simply setting aside a small amount of time each day/week, you can build a resource that will not only save you time and money but can help your customers even while you sleep.
Note: If you opt to use the non-automated systems such as LiveChat and Helpdesk, your staff must ensure that answers are provided as soon as humanly possible, especially with LiveChat where a customer may be waiting for the answer.