One of the most complex aspects of opening an online store concerns the management of its customers – those acquired and loyal.
I had said it many times in the past when we talked about e-commerce: the most complex part of this activity is not opening an online store, but all the work that comes from its internal management – with the resources that work online and offline – and external – so with customers.
In particular, today, I would like to concentrate on customer management and how much, in reality, the latter’s loyalty depends on many factors and not only on how well you can answer his questions on the Facebook page or via email.
But let’s start from the base. Customer management requires a certain predisposition always to find a solution to every problem that is raised.
For example, it is said that the customer is always right, but it not always right. But what you have to do correctly and with education is to learn how to manage your comments or possible negative reviews, always finding a solution and highlighting the ability of e-commerce in knowing how to remedy the error.
In practice, we must learn to transform weakness into a strength. And this means that you have to leave negative comments or reviews visible, showing your management skills.
Another critical point that e-commerce must keep in mind is that it is still a “mall” “business that must grow and position itself on the market if it was born recently. That’s must not be placed towards the customer like Amazon of the situation.
Openly showing that you are “going” “is not a weakness, but, advantageously, it makes the client more empathetic and more willing to understand.
Beyond this, you also need:
Continuous, daily supervision of the online store. It is necessary to constantly view the requests for information that arrive via email and the reviews collected by the review system. The most common is Trustpilot, for example;
A specialized figure who constantly responds to requests for information on the Facebook page and management of the latter comments.
Customer Management Also Depends on The Internal and External E-commerce Structure.
You are probably wondering what this title means. I’ll answer you with an example, which will help you understand what I mean when I talk about e-commerce structure, and how the correct management of the site contributes to improving the relationship with the customer.
A year ago, I took over, together with the team I work with, an e-commerce that sells organic food.
I am assuming that this client did not have a clear understanding of his vision and his mission. The mission of a company is the set of its long-term objectives. It can be defined as a brief description of a company’s fundamental purpose. There…, which created – basically – not a little confusion in the internal and external management of the online shop.
Here are some serious mistakes that should never be made and that, instead, this client of mine had made:
- There was no subdivision of the categories and subcategories of e-commerce done correctly. There was a whole lot of confusion in the menu, and some items are not placed in the correct type;
- The analysis must not have been done SEO.
- It was not clear the payment method for the user nor the shipping method.
These are just 3 of the countless errors we have found.
Warehouse management was entrusted entirely to chance; ergo, the available products on the online store were different from the real ones. That’s created many problems when the customer placed his order, and the staff was forced to call him back to offer him an alternative since the product he chose was not in stock.
To cite just one example.
You can imagine how all these mistakes make customer management complex.
Not to mention the negative reviews.
What was done with this client?
- The organization of the site has been wholly reorganized on the user side;
- An SEO analysis was made of the sector in which e-commerce was to be included ;
- All category and subcategory descriptions have been rewritten;
- The naming of the products has been reworked according to how the user searches for the latter online;
- A professional photographer must be called for Photography, and all the products photos have to redo;
- All product sheets have been rewritten;
- The payment process has been revised and optimized to make it faster and more intuitive for the user, providing more alternatives;
A funnel. The Funnel (also known as a sales funnel or marketing funnel) guides customers in purchasing products. In addition, we have strengthened the relationship of loyalty with the customer through weekly update emails regarding the new products arriving at a discount.
We have devised an update process regarding products related to primary purchase;
Since it was organic food e-commerce, weekly, we decided to send an email with a video, where a chef recommended new recipes to customers with the products on the e-commerce. We also shared these videos on the Facebook page, and at the same time, we developed a youtube channel.
The warehouse data archiving process has been optimized and made faster, introducing highly technological innovative solutions;
Customization process of the packaging. Packaging means the packaging or bottling of products to make them safe from damage during transport and storage. In addition, packaging maintains a product to entice customers to return to e-commerce. We have introduced, in each package, three personalized recipes based on the products purchased, a voucher for the next purchase, and a small gadget.
The investment was substantial, I admit. But the return this e-commerce has had has been remarkable, only in the space of 3 months.
The time devoted to taking care of this whole process was 12 months.
The Customer, First of all?
Well, yes. All the decisions taken in the management of e-commerce must be based on a single and essential rule: “How can I make my user shopping experience pleasant and satisfying?”
For example, I have focused on the importance of category, product, and god descriptions brand. A Brand is an identification symbol, trademark, logo, name, word, and phrase that companies use to distinguish their product from others—a combination …, as well as product sheets.
But why? Before purchasing your online store, the user needs to inform himself adequately. He needs a guide, so it is essential that the category descriptions are clear and that by reading them, the customer finds all the information he needs to know.
It is also essential to make the feedback of other users/customers visible, perhaps by structuring the reviews with a user who expressed his opinion.
And now I don’t consider the SEO relevance of category descriptions, subcategories, and product sheets; let’s say that I almost take it for granted as we know how crucial it is to do a sector SEO analysis.
In a recently published article of mine, again on this blog. A blog (short for “weblog” is an “online newspaper” or informational website, which displays information in reverse chronological order, with the latest …, I talked about the importance of FAQ pages and how they have relevance in the management of data on e-commerce.
Before buying, the customer goes to inquire about the shipping methods, returns, and sometimes, if there are frequently asked questions about the products that the e-commerce sells, information about the chosen article.
Taking care of all these details means improving the relationship with the customer. Likewise, importance must be given to the post-purchase phase.
The customer must be followed after he has purchased. The relationship with him must be taken care of even more through the email insurance marketing activity.
As you can see, even a little from my example above, e-commerce customer management is much more complex and complex than you imagine.
But nothing is impossible; it just takes commitment.