Customer experience is more than just customer service. This is Amazon's philosophy, and you can see how successful that company is. BusinessWeek has an in depth look at Amazon's practices when it comes to dealing with customers, and small businesses looking to boost their own success should pay attention.
The BW article discusses one customer in particular who got ripped off on a purchase from someone selling their own goods through Amazon. Long story short, Amazon simply refunded her money, even though she was not even paying Amazon in the first place. She said that she felt like Amazon was "standing up for her."
That's just part of creating good customer experience according to Amazon. The company is taking responsibility for merchants that sell through its service. Of course Amazon takes the proper precautions, like requiring sellers to communicate with customers through its own email client. This way, it can monitor what really goes on.
Amazon's service very well may not reflect your own business's, but showing customers you actually care about them every step of the way will go a long way toward forming customer loyalty. And that is something you can't put a price on.
Customer service is there to help customers when they have problems. Customer experience is just that, the customer's overall experience. Creating a great customer experience should keep the need for customer service to a minimum. Then customer service should be there when it is needed. Unfortunately, there are plenty of businesses that can't even get the customer service part right. Read about another good example of creating a great customer experience. Here's one more.
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Comments
From start to finish..
I know that without excellent customer experience a companies biggest loss is lack of repeat buyers ( for those who have them ) we are one of those in the business. We monitor from the time they click on AdWords or Google result we see the traffic using our live monitors.
From the moment they ask a question in live chat, toll free line or direct email that client knows they are going to be assisted promply. During the sale, after the sale and we do not spam with follow ups.
As long as we do everything they are looking for when it comes to the product the service is what gets them coming back and telling their friends. It's not always about the bottom line of the dollar.. it's about what they think of you and your services.
We love our clients and they know it!
Snerdey
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Great Article 5/5
This is gr8 article, one of my favorite at your website. This helps me learn alot from the big guys who are doing business right and taking the extra step.
I agree, but..
I agree. Good customer service is the best way to keep customers coming back. However, some customers just can't be pleased even if you do what you can. I used to be a mystery shopper and now have a safety and security web site so I know what's involved in meeting or exceeding a customer's expectations. When a problem arises, I want to clear it up to the satisfaction of my customer within the parameters that I can afford and sometimes I get a customer that just won't be satisfied. Since I'm a small business, not like Amazon, I can't give away the farm to keep a customer happy but I do try my hardest. Thanks, Chris, for this great article.
Customer Service with On-Line Heating Oil Company
Customer service/experience is certainly a key aspect for any business to retain customers and gain new ones by "wowing" your existing ones. I operate a service business online where we sell home heating oil. By answering customer questions and inquiries quickly or simply referring other companies for services that we do not offer really makes a difference. Helping people goes a long, long way. Sometimes you don't get extra business out of it but everyone feels a little bit better. At CODFUEL.com, it's all about feeling better and doing the right thing first. As a result, improved business will always be a by product.
The Customer Experience
The Customer Experience State of the Nation survey is so important because customer experience has never been so important now the credit crunch has enhanced the power shift from supplier to the customer," says David Jackson, managing director of ClickTools.
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