Keeping your online business in order while maintaining a pleasant customer experience can be difficult, especially when variables beyond your control affect the operation of your establishment. In 2021, many companies encountered supply chain and employment issues, increasing the number of customer complaints.
Online shopping had more businesses rated BBB “F” than any other type of business. Better Business Bureau Great West + Pacific analyzed the complaint patterns of online businesses in its service area of eight states, including Hawai’i. The most common concerns were related to delivery delays, product quality, customer service and refunds, all significantly fueled by supply chain, shipping and hiring issues due to COVID- 19.
Unfortunately, these issues are likely to continue into 2022. The important thing to remember is what you can control as a business owner, despite external circumstances affecting your customers’ experience. . Being transparent with your customers from the start and equipping your customer service department will significantly help your business meet these challenges.
The Better Business Bureau recommends the following tips to help online businesses maintain a positive customer experience:
Facing supply chain delays? Communicate
Be transparent from the start. If you have experienced significant delays, communicate these issues to your customer. Provide a realistic window of when their merchandise will be processed and shipped to avoid creating false expectations – preferably in the form of a disclaimer before purchasing the item(s). Also provide clear instructions on how to cancel orders in case you can’t ship the items within the promised time frame. Finally, keep in mind the Federal Trade Commission’s mail-order rule.
Review pending charge configuration
Setting your orders to not process payments until the item has been shipped or delivered takes your customer service to the next level. This gives your customers peace of mind knowing that they won’t be charged for an item until it’s officially on its way or even once it’s delivered. It will also significantly reduce the number of inquiries to your customer service from people asking for a refund.
Have a clear return/exchange policy
Consumers want to know what their options are should they need to return an item, before committing to a purchase. Indicate the number of days you will accept a return after the date of purchase. Clearly state whether you process refunds to their card or only offer in-store credits/exchanges. Setting up a separate email for all your return requests will help streamline the process.
Strongly equip your customer service
If you have a small customer service team, be transparent about your limited bandwidth and set realistic expectations. Creating an FAQ page on your website can help your customers find an answer themselves for times when your queue is running late. Provide multiple contact methods, including email, phone calls, social media direct messages, or a chat service built into your website. It is essential to have an accessible customer service that responds within a reasonable time.
For more business advice, visit Trust-bbb.org.
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Roseanne Freitas is Hawai’i Market Manager, Better Business Bureau Northwest + Pacific, 900 Fort Street Mall, Ste. 1310, Honolulu, HI 96813 260-0643, bbb.org.
