WARNING: E-Commerce spoiler alerts ahead !!!
There’s a lot of ways to communicate with your e-commerce customers.
When it comes to online shopping, customers can have questions about products, policies, or pricing. There needs to be a way for customers to quickly connect, either by phone, email, chat, or social media.
Backcountry.com and WpEngine.com do great jobs with fast, online chat options. Patagonia and Google are pro’s, too. They set a high bar. Evan AT&T, considered old school in some tech categories, delivers good chat responses to both sales and tech support queries.
Effective communication strategies account for the needs of the customer and match it with the best fit for brewery staff and resources. The next component is to clearly communicate it within the e-commerce store. For example, live chat might not be ideal if your team isn’t in front of a computer all day. Email might be more efficient because employees can mange it remotely, on the go. Or, maybe the old-school live operator is the winner, since it provides a personal touch.
Not sure how the experience stacks up? One way to see what people are saying about their experiences is by using social monitoring tools to show how the brand is being perceived online. There are a lot of tools in which to do so. http://www.socialmediaexaminer.com/6-social-media-monitoring-tools/
Ever heard those stories about airline passengers on nightmare flights who Tweeted their complaint, then got resolution? USA Today has.
Though, maybe it’s best to keep away from social media’s double edged customer service sword. Here’s a tip for your brewing e-commerce program – Own it, respond quickly, fix problems and continue to delight customers.