Customer Service, the Internets Primary Neglected Business Concern

Customer service is everything to a business. Just look at big, successful retail chains: They let you return perfectly good merchandise just because you changed your mind. Is that insane? Yes, pretty much, but it's also good customer service, and it's a good investment, and the "secret" of success, for a lot of big companies.

Let's turn to the Internet. I find that the vast majority of companies selling things on the Net can't be contacted at all. Not presale, postsale, or anywhere in between. The only time they talk to you is if you get really angry and start complaining. Everyone else is apparently seen by customer service, but ignored.

Even if you're using an autoresponder to handle 99% of your customers automatically, the least you can do is try to personalize the messages based on whatever meager information they've given you. While I'm at it, what's wrong with allowing people to contact you on the phone if they're getting frustrated? Does this increase or decrease the chances that a person will develop a vendetta against you and your company? I think the answer is obvious.

Most Internet companies simply do not offer personalized service. It might sound like a contradiction, but I believe in both automation and service. Some people want to call someone on the phone before they sign up for anything online. Customers beware: The biggest, most respectable companies on the Internet are even harder to talk to than your phone company. Small scam-based companies are extremely likely to have a toll-free number.

Sole proprietors like me don't want to get phone calls all the time, so I don't show you my phone number. Of course I have a phone number that you can call, but you have to commit a little bit of effort to get it. First, send me an email with your question or complaint, and explain why it would be easier to talk to me on the phone about it. Give me your number and I'll call you. If you're afraid to give me your number, ask me for mine and I'll probably give it to you, if you don't sound like a crazy person. You can also talk to me on AOL Instant Messenger, which is a free download with only a little bit of adware/spyware. (I hate AOL in general, but AIM is less of a spam magnet than ICQ.) Just get my contact info from the little "contact" link on this page.

I mentioned that you can make autoresponder messages personal; In fact, personal enough that some people think you're sitting there typing them in and hitting the "send" button. This can only be done by acquiring extra information from the customer. The type of information depends on what your mailing list is about. In the case of my mailing list, this information mainly involves Internet, business, and general computer experience.

If you're currently on my mailing list and don't remember giving me this information, perhaps I obtained it subtly or just haven't asked you for it yet. I know it might sound scammy, but this truly is the best way to take care of the needs of the customer with the limited amount of time available to a small Internet business.

Let's think about it from another angle. My phone company is making tons of money from me, and It takes me an hour to get on the phone with them. They have a nice Web site to take care of most of my concerns, so they don't have to hire as many customer service reps. This is a win/win for everyone, except that this same phone company fires so many reps that my phone experience returns to normal, i.e. unacceptable.

Compare this to someone like me. I work alone, and I don't have a long queue of phone calls at any given moment. I get a lot of emails, most of which are spam, but I know how to handle that. When I get an email from someone who is actually interested in Online Honesty, I'm pretty excited, and I make it my #1 priority to solve whatever problem this person has, even if they're not remotely interested in buying anything from me. I might be on vacation or something, so I might not be reachable by phone for a week. I can, however, read my email several times a day no matter where I am.

It's a matter of respect. I try to respect people, no matter who they are (sometimes unsuccessfully, but I try). If they just want advice, I'll do it for free. Give people respect, and they respect you in return. You don't have to buy anything from me. Just tell your friends, if they're looking to do business online, that I seem like an honest person and I know certain things about business and the Internet. That's all I ask.

I recently heard the term "karmic marketing". I guess that's what I've been trying to do: Make people happy first, then worry about money later. This is possibly the safest kind of marketing in terms of legality, though probably not the best way to make fast money. This is the kind of tradeoff we all have to make.

Mike Jolley is a longtime programmer and writer who recently turned to Internet marketing and publishing full time. Find lots of related articles at OnlineHonesty.com.

---

Astonish your Customers With These Customer Service Tips

Customer service today is getting worse. Win customers over and... Read More

Customer Service Is Dying - and Im Not Feeling So Good Myself

Have you ever called a company and been greeted with... Read More

Should I Have My Company Mystery Shopped?

I wish I had a nickel for every time someone... Read More

CRM = Customers (dont) Really Matter

CRM was supposed to bring companies closer to their clients.... Read More

What Every Employee Should Know About Putting Positive Phrases Into Customer Service

If you were a customer on the telephone with a... Read More

A White Paper: Profiting with Kindness

In 2002, there wasn't much interest for Kindness in business,... Read More

5 Golden Online/Offline Business Rules To LIVE Or DIE By

Whether online or off, if you plan on running or... Read More

Dont Be Afraid To Give Problem Customers The Boot

Q: In a recent column you made the point that... Read More

Difficult Customers - Theres No Such Thing

A couple of years ago I had a call from... Read More

Provide Exceptional Value - Grow Your Business

The primary objective of a business is to get and... Read More

CRM For Beginners ? Customer Relationship Management Basics

In order to maintain a successful business, the business must... Read More

Profit from a Customer Service Recovery Program

A client recently said to me: "Most days things seem... Read More

How to Transform Your Voicemail into an Effective Medium of Communication

"Hi this is Randy. Leave me a message after the... Read More

In the Villa of the Sick Cat -- A Lesson in Customer Care

If you're a pet owner, you know the stress of... Read More

How To Kick Your Customer Service Up A Notch!

Welcome to the inaugural issue of Human Tech Tips --... Read More

At Your Service: The Ten Commandments of Great Customer Service!

Customer service is an integral part of our job and... Read More

Hook Me Up With A Human

Oh, what has happened to the carbon-based organizational interface? Many... Read More

Customer No Service - How to Lose a Loyal Customer!

So today was the day where I almost stopped going... Read More

Customer Service Consultants

When all else fails in your company to meet the... Read More

Turning Customer Mistakes Into Raving Fans

When you make a mistake with a customer, should you... Read More

Establishing Yourself as an Expert in the Eyes of Your Customers

The most important aspect of a successful business is developing... Read More

Accountability

The Call Center world is an intense pressure-driven environment continually... Read More

Customer Satisfaction Is Your Business

Regardless of what business you are in - you are... Read More

How To Keep Your Customers Coming Back -- Understanding Customer Retention

Why do some businesses offer points, stamps or every tenth... Read More

Be the Customer: See Yourself as Your Customers Do

What do your customers experience when they interact with your... Read More

Caring for Your Customers

You probably think I am going to say something like,... Read More

Making The Most Of Newsletters

Newsletters can be wonderful tools for communicating with your customers... Read More

Clients - What They Want from You

A growing number of individuals are finding themselves called to... Read More

What?s in a Name?

Different people call their Customers by different names. If they... Read More

Saying Thank You to Your Clients

"Thanking your customers" - Why you should do it and... Read More

Listening to Customers - 5 Tips

In a strange juxtapositioning of articles, this month's UK '... Read More

Whatever Happened To Customer Service?

Do you remember the last time you went into a... Read More

The Great American Customer Service Unawareness Campaign

Q: I'm so sick of you so-called business experts always... Read More