Customer service has a huge impact on your business. Ultimately, you want your customers to be happy all the time, but we all know it isn’t always possible.
The usability of your website can determine a customer’s overall perception of your company. An easy to use website can have your customers raving about you, while a hard to use website can leave them extremely frustrated. If you want to improve customer service, an easy to use website is a good place to start, especially since most people are probably finding your company through it. Below are a few simple things you can do to improve customer service through your website.
Prevent unhappy customers in the first place
A lot of the time, an unhappy customer simply can’t find an answer they were looking for. If you find yourself continually answering the same questions, consider placing this information on your website so it’s easier for users to find.
You might be saying, “but the information is on the website!” If it’s not easy to find, then it might as well not be there. If users have a question about your shipping rates and have to click away from their order to find it, they are going to get frustrated when they have to re-enter their order. A simple blurb of information on the order page could help prevent a frustrated call to customer service.
Your customers hate feeling like they are being ignored. In fact, it’s one of the main reasons people switch from one company to another. A big part of customer service is making your customers feel like they matter to you.
A great way to do this is to provide a way for them to express their opinions. Consider adding a form to your site that allows people to submit their feedback to you. You could also take advantage of social media sites like Facebook and Twitter that allow for open discussions. Whatever method for feedback you choose, the most important factor is making sure you respond to what your customers have to say. Let them know you value their opinions and will take their feedback into consideration.
Have contact information readily available
There’s nothing more frustrating for a user than not being able to find contact information on a website. If a customer does need to call customer service, don’t make them have to look for the information. List all your numbers and hours of operation, so people know exactly who they need to contact, and have this information (or a link to it) on every page of your site.
Let them know what to do next
Everyone knows that call to actions are an important marketing tool, but it is also an important customer service tool. Many potential clients simply won’t know what action is best suited for their individual need, especially if they are not quite ready to buy or call. Make your website’s call to actions very clear to help guide users into taking the next step. Remember, what you may think is obvious might not be to your customers, so be sure to give them any directions you think could help them.
A few simple changes can really help the usability of your website, reduce the number of customer service calls your company receives, and create a better overall perception of your company. Of course, these aren’t the only things you can do to improve your website’s usability. What are some other tips you have to improve customer service on a website?