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How is your customer service??
By Daniel Eaton
Building a great web site is only the beginning to an e-commerce presence. You need both people and methods to give your prospects great service. Internet users are used to receiving information at the click of their mouse and they expect a quick response to their queries.
Do you have a central e-mail account where prospects can reach you? Is the e-mail checked frequently? How long does it take for someone at your company to respond? Do you have an "auto-responder" that acknowledges your company received their questions? If you don't know, you'd better find out.
Great service begins with great communication, and here is where the Internet can shine. In addition to e-mail there is an interesting service called Live Person(http://www.liveperson.com) that permits direct interaction between your company and the user. It operates somewhat like online chat. The user types in a question and someone at your company responds with an answer. If you have a consumer stumped on a line in a loan application, it can provide immediate relief. In addition to helping your customers, the service also provides you with statistical information about your users. This service doesn't require any additional hardware or software.
There are a growing number of web sites offering public forums allowing consumers to 'speak their minds' and announce their problems or compliments about your company to the world. Third voice (http://www.thirdvoice.com) is a controversial site that allows consumers to put "electronic post-it-notes" on your web site without you even knowing about it. These notes may be positive or negative.
Another web site called Gomez.com (http://www.gomez.com) is touted as The eCommerce Authority with ratings for online vendors. This web site offers both consumer compliments and complaints together with an analysis by their own "Advisors".
Since the darts tend to be more vocal than laurels, it's wise to hedge the darts off early. They say the best defense is a great offense. Take the offense by providing consumers the ability to air their grievances with you rather than on a soapbox in one of these very public forums. Some companies have even taken the extra step to have the President's e-mail address or direct telephone line readily available for consumers.
Take the consumer test. Visit your web site like a real consumer. Fill out feedback forms. Time how long it takes for someone to respond from your own company. It shouldn't end here. Test your company by telephone. How long does it take a loan officer to return your call if one is not immediately available? Missed sales don't tell you. They just go on to one of your competitors.
The best form of advertising is indeed word of mouth. Let's be sure that the words are in your favor.