I just read this short article on the dangers of inconsistent customer service by online retailers , when compared to the in-store experience. An excerpt from the article:

“Some major American retailers faced negative consumer sentiment after establishing their online businesses as siloed operations. Separate management teams with different strategies and profit and loss statements lead to numerous customer service issues.

US retailers faced specific problems with customers attempting to return items bought online in-store. Unintegrated loyalty card programs also created issues when customers assumed their online purchases could generate rewards.”

The full article can be found here:

http://www.marketingmag.com.au/news/view/aussie-retailers-must-learn-from-us-1371

It is all well and good to manage the financial aspects of online selling as a sub-entity within your business, but your customer will want the same service from online retailers as well as in-person shopping. They will also want to be able to seamlessly operate in both areas.

Does your online business strategy provide this solid customer service experience? If not, what needs to change?

Related posts:

  1. Selling To Your Customer Over The Internet – Pt2
  2. Selling To Your Customer Over The Internet – Pt1
  3. Setting up Your Personal Selling Strategy

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