Putting Your Customers First: How to Exceed Expectations

When you prioritise your customers in your e-commerce strategy, the benefits extend beyond just customer satisfaction. Let’s break down the top five things customers expect before they hit that “buy” button—and how you can make your online shopping experience shine and keep customers coming back for more.

Genuine Communication

What they want: Customers appreciate thoughtful, personal communication throughout their shopping journey.

How you can do this:

• Proactive Updates: Keep customers informed about their order status and shipping details. A simple “your order has shipped” email can go a long way.
• Personal Touch: Use their name in communications and recommend products based on their browsing history.
• Accessible Support: Make it easy for customers to reach out for help through various channels—live chat, email, or social media.

What this means for you:

• Boosted Average Order Value: Personalised recommendations can lead to increased average order values as customers are encouraged to buy complementary products.
• Improved Customer Retention: Thoughtful communication fosters a sense of connection, encouraging customers to return for future purchases.

Exceptional Customer Service

What they want: When customers need assistance, they want to feel valued and prioritised.

How you can do this:

• Empower Your Team: Train your customer service representatives to be knowledgeable, friendly, and responsive.
• Multiple Communication Channels: Offer various ways for customers to contact you, including chat, phone, and email.
• Self-Service Resources: Maintain an updated FAQ section and helpful guides to empower customers to find answers quickly and easily.

What this means for you:

• Enhanced Brand Loyalty: Exceptional service builds trust and loyalty, turning first-time buyers into long-term customers who are likely to return and/or recommend your brand.
• Reduced Support Costs: Empowering customers with self-service resources can decrease the volume of enquiries, lowering operational costs.
• Increased Conversions: By addressing doubts and answering questions promptly, you can guide customers toward making a purchase, minimising obstacles that might lead them to abandon their purchase.

Speed is Essential

What they want: Customers value efficiency, from browsing to checkout to delivery.

How you can do this:

• Optimise Your Site: Ensure your website loads quickly and is easy to navigate.
• Streamlined Checkout: Implement express checkout options to minimise cart abandonment.
• Fast Shipping Options: Provide various shipping choices and keep customers updated on delivery times.

What this means for you:

• Competitive Advantage: Offering superior express shipping options can set your store apart from competitors, attracting more customers who value quick delivery.
• Increased Conversion Rates: A faster, more efficient shopping experience reduces cart abandonment and increases the likelihood of completed purchases.

A Seamless Shopping Experience

What they want: Customers expect the shopping process to be effortless. They want to breeze through finding and purchasing products without any headaches and to do this you need to understand your customer’s expectations and preferences at every step. A recent example highlights this perfectly:

1. Awareness: The journey began with an ad from Curtain Company A on social media, capturing the customer’s interest.
2. Consideration: After selecting several free fabric samples from Curtain Company A, the customer explored competitors for both price and product.
3. Comparison: Although Curtain Company A seemed good, Curtain Company B offered similar options and free samples as well. Other competitors who either required a payment per sample or had complicated shopping selections, discouraged the customer from engaging further.
4. Decision: Ultimately, the customer chose Curtain Company B due to their superior ordering process, fast delivery, and appealing fabric options.

This example illustrates that while the social media ad campaign was effective in getting the customer to click through to the website, it ultimately didn’t result in a sale because the shopping experience fell short.

How you can do this:

• User-Friendly Website: Ensure your site is easy to navigate. Clear categories and straightforward checkout processes are key.
• Flexible Payment Options: Offer a variety of payment methods, including credit cards, PayPal, and even buy-now-pay-later options.
• Detailed Product Info: Provide comprehensive descriptions, helpful tools, and high-quality images to help customers make informed choices.

What this means for you:

• Higher Retention Rates: A seamless experience encourages customers to return. If they can easily navigate your site, they are more likely to become repeat buyers.
• Positive Word-of-Mouth: Satisfied customers are likely to share their experiences, leading to organic growth through referrals.

Transparency Matters

What they want: Customers are increasingly looking for brands that are open about their practices and values.

How you can do this:

• Share Your Story: Be transparent about your brand’s mission, sourcing practices, and ethical standards.
• Product Information: Include details about materials, production processes, and any certifications (like organic or fair trade).
• Eco-Friendly Initiatives: If you have sustainable products or practices, make sure to highlight them.

What this means for you:

• Reduced Returns and Complaints: Transparency helps set realistic expectations, leading to fewer misunderstandings, returns, and complaints, which can save time and resources.
• Stronger Brand Reputation: Being open about your practices enhances your credibility and can attract customers who prioritise ethical shopping.

Conclusion

Putting your customers first is more than just a strategy; it’s a mindset that can transform your e-commerce business. By understanding their needs and expectations, you can create a shopping experience that meets and even exceeds their expectations. From genuine communication to seamless navigation and transparency, each element plays an important role in building lasting customer relationships.