For years, companies focused their customer service on one goal: satisfy the customer. When the customer is happy, they'll continue to purchase your products and services, right? Well, maybe not.
As research shows, customer loyalty is not built by pleasing your customers. Rather, loyalty increases when companies reduce the amount of effort it takes for customers to do business with them. Fab.com,the the fastest growing commerce site in the world proved this concept by implementing changes that effective reduced the amount of effort it takes to get their questions answered.
Ashley Verrill, who reviews and compares customer service software at Software Advice, recently caught up with Fab.com to find out exactly what changes the company made and how other companies can make similar improvements to their customer service. These tips include:
1. Proactively respond to customers on pages where their questions likely occur (not buried on an FAQ page). This saves them time and effort they would have spent searching your site for answers or an FAQ page.
2. Feature your "service promise" on every page of the website, and make it immediately understandable. Contradicting your promise on different parts of your site is going to cause more confusion and force your customer to go hunting for answers again.
3. Volunteer updates on the status of customer orders, or service updates (rather than forcing them to reach out).
You can read Ashley's full article about how your customers' effort here.
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