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Question: Are “you spoke, we listened” campaigns effective?
Recently I was reviewing a set of customer survey responses from a web site I manage and grouping the comments into like categories. One of the take-aways was an action list of things to fix. As I was documenting the items that needed resolution I thought about communications related to “you spoke, we listened”. Most often you see these type of announcements as a one-off publication through email, blog, forum post, web link, or mailing. The intention is to show the changes made to the product/service based on the input of the customer.
Other advantages to this type of communication include:
It …Continue reading >>
With the negative outlook of the economy and reports of down holiday spending, merchants need to look at basics for attracting and retaining customers. Companies can weather the storm by focusing on core competencies, innovating, and reaching out to customers with individual information. Here’s a look at three principals for accomplishing this goal and some companies that are applying them already.
1. Promote your strength and core offering – The concept seems so basic, and yet is often forgotten. The thought is also frequently applied to individuals in discussion of self knowledge and betterment. Another way to think of this is “don’t forget your core competencies.”
A good example of …Continue reading >>
I recently made a return to Costco for a misbehaving GPS unit. My experience was made easy in large part because of Costco’s friendly return policy. The store clerk didn’t give me a hard time or ask me any detailed questions. I didn’t even need to fill out a form.
But the real find in the transaction was a feature of the Costco web site. It was worthy of putting into the Customer focused eCommerce best practices archive on the Merchant Stand blog.
Provide return/warranty information on the customer receipt and status lookup pages
I had purchased the GPS three months ago on the Costco web site. I knew I …Continue reading >>
November 28th, 2008 | | Tags: customer experience, eCommerceMuch of my working life has revolved around eCommerce sites. I’m both a practitioner and a customer and I look for patterns and features of a site that add value and utility to the customer experience. I was thinking about a few of my “lessons learned” over the past several years after I went through a search-and-find exercise with my daughter for something she’s been saving to buy.
Here are two rules of customer focused eCommerce that site owners should follow:
1. Make sure site search works well (Find)
Don’t make the customer look for the product by clicking through multiple layers of categories and then searching for the product …Continue reading >>
November 10th, 2008 | | Tags: customer experience, Zappos
Much has been written about the Zappos.com return policy for shoes. It’s perhaps the most consumer friendly return policy you’ll find. Check this out:
Need to Return Your Purchase? It’s easy, and it’s FREE!*
If you are not 100% satisfied with your purchase, we will be happy to accept a return for a full refund. You can return your purchase for up to 365 days from the purchase date*. Products must be in the condition you received them and in the original box and/or packaging. Any electronic product that has been opened and/or used cannot be returned unless the unit was received defective. Opened software, music, games, and movies …Continue reading >>
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