Customer Service is key to Internet businesses success!

Initially seen as a vehicle likely to have a commoditizing effect on global business, the internet is quickly becoming similar to store-based businesses that must perform to the level of service demanded by consumers. Many consumers still look to the internet as a less expensive way to shop, based on increased competition among product resellers, and the cost efficiencies that help keep prices lower. Currently, however, only about 4-5 percent of all consumer purchases are made online. This is relatively low based on the prediction for growth in e-tailing during the mid-to-late 90s tech boom.

Many business gurus cite the demand for personalization and service as factors that have restricted significant growth in online purchases. Much of the online buying up to this point has been made by price-conscious consumers who may go to stores to research products, but buy online using price comparison sites or discount shopping. There is always room for some low-cost retailers to succeed. However, the bulk of the players in any industry must find some way to differentiate to sustain long-term success. High-level customer service is one of the most sustainable competitive advantages a company can achieve, because performing at such a level is not always easy.

As the internet has grown and competition heats up, consumers are starting to demand more and more from providers in terms of a personalized experience and high level services. More online businesses are using loyalty programs, customized site designs, tailored product recommendations, and service commitments to appeal to discerning customers who want the online convenience, but are still willing to pay premium prices for good products and services.

As customer service expectations and performance grows with the internet, there are some common elements of service that internet providers must offer to be competitive and successful in the future. While there are many, the most important customer service features include:

• 1) Efficient and effective e-mail response to service issues
• 2) Online interaction and chats
• 3) Customized relationship and retention programs
• 4) Rewards and discount programs for preferred customers
• 5) Product and service guarantees and commitments

Efficient and effective e-mail responses are a vital piece of great online customer service. Many companies promise 24-48 hour responses to customer e-mail concerns or issues. Delivery during this timeframe, preferably earlier, is important. Consumers want to have issues resolved quickly. Thats why TravelManager alerts you when customers contact you through your customer feedback / complaints widget or when you recieve a quote through the online quoting widget. It can be very frustrating to wait for a reply only to get a very standardized, ineffective response. Thus, have responses that are thoughtful and responsive to the question or concern posed, is important as well. Many companies do now offer online chats and interactive web services to enhance communication.

Customer relationship programs continue to grow and evolve. Companies have long recognized the importance of maintaining key customer relationships, but improvements in technology and the ability to acquire customer data through web-based interfaces creates even greater opportunities for relationship and retention programs. TravelManager takes the burden away from you by assisting in the customer relationship function. Many companies offer points or rewards incentive programs to encourage more frequent and larger order from top customers. TravelManager makes it easier than ever to identify potentially great customers early in order to target them with special offers and services.

Finally, customers want assurance from online companies that they stand behind their products and services with guarantees or commitments of excellence. Brand reputation and guarantees are more important with online businesses than they are in traditional brick-and-mortar operations. Consumers have to feel strongly that they can trust an online organization because they cannot touch, feel, or see a product when purchasing online. This is one of the areas that need to be better developed in order for more purchases to be made online. There is still a large contingent of consumers who feel more comfortable going to a store to look at and handle products they are considering. Thus, online success will stem from the ability to persuade consumers to feel safe and secure ordering online. The fulfillment process is a key component to effective online selling and repeat business.

Maintaining a high level of performance in these key areas is going to become a necessity for companies that want to compete either as multi-channel online sellers, or online only companies. One unique advantage consumers have with the internet is the ability to expeditiously spread the news about companies that fail to measure up to expectations. Viral marketing spreads like wildfire on the internet thanks to online communities and new innovations, including growth in social media and social networking. Consumers are empowered to let hundreds, or even thousands of others know when a company does not offer good service online.

So start today and sign up for a 30 day free trial of the TravelManager solution to take advantage of a range of powerful tools to engage in your customers and improve your service levels, increase your revenue and drive down your costs.