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Online businesses

In general an online business will have less direct one-to-one communication with customers, however it is still very important that they are able to provide effective customer service.

Greeting the customer

Greeting the customer online can be done by having a nice, welcoming and aesthetically pleasing home page on the website. This is likely to convince the customer to stay.

Interacting with the customer

Interacting with the customer online can take a number of forms. Some websites may use a pop up to greet a customer or offer a small discount on their order. Interaction can also be done using an email or online chat service, where customers are able to ask any questions they have about a product or service.

Identifying customer needs and wants

Online, identifying wants and needs can be done by tracking what customers are looking at on websites, which items are clicked on more than others and which items are purchased. Businesses also often undertake online market research of customers.

It is very important that businesses display as much product information as possible, as people are not able to try on or see the size and dimensions of a product until it arrives. It is also important for businesses to ensure that the purchasing process is as easy as possible on their website.

Encouraging feedback

Feedback online is extremely important. It is very easy for online customers to compare businesses and analyse reviews and feedback. Businesses often encourage feedback by offering customers a discount on their next order or by entering customers who leave feedback into a competition. Feedback often takes place via social media or specialist customer review websites.

Responding to feedback

Businesses often respond to feedback online. There are many advantages to responding, because it shows that the business cares about its customers and that they are willing to help out with issues. Businesses often reply to comments on social media and review websites.