Keeping Your Online Promises

In today's digital age, your website is often a prospective customer's first interaction with your business. Your online promises and website messaging will shape new customers' expectations well before they make an online purchase or walk through your doors for the first time. It's the very reason the customer service experience you provide must live up to what your website promotes. Not meeting the expectations established by your online presence risks disappointment, frustration, and, ultimately, customers taking their business elsewhere.

What does your website say about your approach to customer service? Do you highlight innovative products or services? Promise knowledgeable and attentive staff? Make claims about fast turnaround times? Whatever assertions and commitments you put forth online, you must ensure your operations and offerings meet those expectations. A cutting-edge website touting state-of-the-art products or capabilities means little if your storefront, services, or products don't reflect that. Likewise, talking up excellent customer care rings hollow if you don't stand behind your products or services.

For most customers, the initial person-to-person interaction happens not with management but with a customer service representative, on-the-floor sales team, or your front desk receptionist. Starting the conversation with a friendly greeting and a helpful attitude influences whether or not a customer’s experience feels consistent with the quality your website reflects.

A rude, poorly trained, or unhelpful customer service agent can immediately put the customer experience at odds with your top-quality offerings and the polished image your company has worked so diligently to establish online. Whether interacting with a customer online, on the phone, or in person, every team member needs to know your online offerings, have knowledge of your products and services, and be well-equipped to provide customers with the support they need— or get them to someone in your business who can.

Aligning website promises with customer experience creates a cohesive, positive journey for every customer from their first web search to purchasing your products or services and post-purchase satisfaction. The investment in ensuring your real-world delivery matches your virtual vows will be rewarded by more satisfied customers and a thriving, trusted business.