“Give the lady what she wants.” This was the well-known mantra of the now defunct Marshall Field’s department store. It is particularly sage advice for e-retailers looking for new or unrealized opportunities in e-commerce.
Lauren Freedman, president of consulting and research firm the e-tailing group, who spoke at the Internet Retailer 2007 Conference and
Exhibition June 5 said, "Internet retailers must carefully consider and outline customer service plans that help ensure their customers are happy and content."
According to Freedman, the following are key elements of a thorough and successful web retailer customer service plan:
* A web site with a comprehensive customer service destination
* An easy-to-find phone number and list of customer service hours
* Inventory status notification on product pages and/or in shopping carts
* Guest membership capability
* An efficient checkout process
* Timely fulfillment, within three to five business days
* Efficient and appropriate answers to all service queries, ideally within no more than 48 hours
* A clear and concise returns policy
With regard to shoppers making their way through an Internet retailer’s online customer service functions and information, Freedman said merchants should ensure customer-centric navigation via “the mother plan.” She explained: “If my mother can do it, then anyone can.”
Ain’t that the truth? Sorry Mom.
Source: Internet Retailer