Successful inbound marketing relies on creating an excellent experience for your customer. Gone are the days when simple satisfaction was enough to offer; now you need to be kindling a feeling of DELIGHT within your customers. This means providing an experience so remarkable and so tightly focused on their interests, need and wishes that they can’t help but be happy with your business and, crucially, will keep returning. It costs five times as much to attract a new customer than to keep an existing one, and yet only 7% of consumers say that their customer service experiences usually exceed their expectations, suggesting that there are a many companies who are not focused on creating customer delight.
Here are 7 rules that you should be following to delight your ecommerce customers and keep them coming back to your store:
1. Know the difference between satisfaction and delight
If you are delighting them whilst your competitors are merely satisfying them, the customer will return to you when they order again. Delighted customers are also natural brand ambassadors and do your advertising for you, as demonstrated by the Nielsen Global Trust in Advertising Survey, which found that 83% of consumers trust recommendations from people they know.
Source: Nielsen Global Trust in Advertising Survey 2015
2. Customer delight doesn’t come from lower prices
A free gift
A thank you note
Proactive customer service
3. Be timely in your responses
The gold standard here is to offer responses that are both timely and effective. If you are slow to respond to queries and complaints, your customers will turn to your competitors.
On top of that, customers who feel angry or neglected aren’t shy about turning to social media to vent their fury in public, and negative messages can be very bad for business. Responding as quickly as possible to emails, tweets, Facebook messages and all other types of correspondence will keep your ecommerce customers very happy.
4. Anticipate your customer’s needs before they even arise
Make sure customers can share their ideas with you
Provide self-help resources
5. Think of little ways to surprise your customers
Ways to surprise your customers can include:
Thoughtful acts of kindness
6. Be transparent in your communication
All good relationships are built on trust, including those between a customer and a company. Transparency is so important to consumers that a whopping 73% of them say that they would be willing to pay more for a product that offers complete transparency in all attributes.
Own your mistakes
Engage with your customers
7. Keep delighting them post-purchase
Here are some ways to keep delighting your customers after they have visited your ecommerce store:
Don't stop at thank you
Encourage them to join you on social media
Recognise customer loyalty
Customer delight is the result of going above and beyond in with your customer service. Small ecommerce business owners can make a big impression by focussing their efforts on making sure that customers are more than satisfied, something that will translate quickly into return customers and excellent word of mouth. Put the suggestions above into action and watch your reputation rocket from satisfactory to sensational.