The online shopping experience has improved exponentially over the last few years. As a result, consumers expect -- and are getting -- much more when they shop online. If you want to compete on the Internet, you need to ensure that your site is keeping pace with current customer expectations. Over the next few days, Jewelers of America’s David Peters looks at key factors that impact the online customer experience. As always, great customer service tops the list.
Take these tips to ensure your website provides the best customer service:
- Service must be as good, or better, than face-to-face experiences: Think about the ways in which online shopping can improve on the in-store experience. For instance, you can’t beat the convenience. Make sure your product previews, delivery and shipping options are as convenient and consistent as possible.
- Use technology to make top-level customer service a reality: While a customer can’t feel or touch online product, technology can help fill the gaps. Website features, like 360-degree views of product, custom “build-a-ring” programs that allow customers to design and customize jewelry, and great selection, will have customers coming back to the site and your store for more.
- Nothing can compensate for an experience that falls short of expectations: Don’t fool yourself into assuming that a bad online customer experience won’t harm your overall brand. If they weren’t satisfied by your website, why would they ever take the time to visit your store?
Comments