How does one tempt new customers and get them to spend money? How can one create a brand image for one’s business? It’s no wonder the most frequent topics in e-commerce blogs are Search Engine Optimisation, Search Engine Marketing, and Content Marketing. Three topics that every e-commerce entrepreneur wants to live and breathe. The pillars of e-commerce!
But what if we told you there was a missing link, a fourth pillar with even more power and influence over customer acquisition and average basket values. I’ll give you a clue: it’s centered around the people that make your world go round. Customer service, the dark horse of marketing, is a force not to be reckoned with. Marketers put most of their time and money into acquiring new customers through more ‘traditional’ methods, while tending to overlook the importance and potential of retaining and satisfying their existing customers.
Take a look at the numbers: - Customers are 70% more likely to do business with you again if their complaint is resolved
- 95% will give repeat business if the complaint is resolved quickly
- And those repeat customers spend 33% more than new customers
- 70% of customers are willing to spend an average of 13% more with companies they believe provide excellent customer service
Shockingly, less than 5% of content in the top five e-commerce blogs was about customer service. Shopify.com, a well-known player in the e-commerce world, have posted only three articles regarding customer service since December 2012.
If successful sites like shopify.com aren’t writing about customer service, why am I? All businesses have the same core ways to drive sales: repeat sales, customer acquisition, and a word of mouth.
Zappos is world-famous for its customer service. Here are 3 ways how this is helping them to drive sales:
1. Repeat sales
Humans instinctively resist change, so if a customer is happy with your product or service, they're likely to keep coming back. According to Bain & Company, it costs 6-7 times more to acquire a new customer than to retain an existing one. That means if you’re not putting in the hard yards to keep your existing customers happy, it’s going to cost you to find a replacement.
How do you ensure your customers stay with you? Traditionally, email marketing is how businesses like to do this. Some people (like myself) can find such emails intrusive, and more often than not it’s likely to deter me from purchasing from that business. However, when I like a business, it's a different story. People can like a company due to their marketing, but also because they had an amazing personal experience with customer service.
2. Customer acquisition
Using Adwords or display advertising is a great way to poach first-time customers, but it’s also a costly endeavor. Wouldn’t it be great if customers were directed to your page by these ads, saw how good your products and services are, and then added your URL to their favorites? That’s the best case scenario. They might just remember the name of your website, or something special that caught their eye. What’s important here: give them something to remember you by! So go for great customer service, which will separate yourself from other businesses. Offer something more than just your product. Give your business that human touch that customers love.
3. Word of mouth
This is essentially where it is most important for you to treat your customers well. 67% of people spend money after getting recommendations from their friends on online communities like Facebook and Twitter. We’ve also seen that in the mobile phone market, positive and negative recommendations from person to person canincrease or decrease a company’s market share by 10-20 per cent over a 2 year period.
Although the ‘word of mouth’ effect may seem somewhat out of your control, particularly when an unhappy customer vents on social media, don’t underestimate the value of damage control. As we explained in our previous article, complaints are a great opportunity to turn angry customers into fans. Always respond to complaints no matter what, and be patient and understanding. You catch more flies with honey than with vinegar! Turning your customers into brand ambassadors by providing them with great customer service can reduce costs and increase conversions. A 2% increase in customer retention has the same effect as decreasing costs by 10%.
So although customer service may seem like that annoying task your business is forced to deal with, take a second look and you’ll realise what an influential marketing tool it can be. The rise of e-commerce has meant increased competition, and a greater need to differentiate your products and/or services. Let your customer service be your star attraction.