One of the best ways to achieve success in business is to cultivate repeat customers. Customers are always quick to remember a positive experience, and a smile and a pleasant greeting can go a long way toward creating a good impression. But what if business is conducted through the Web? How do you make the experience a pleasant one for your customers without that human contact?
Make It Valuable
Whether your site is directly selling products or just offering information, the first rule is to give people something they find valuable. This could be the answer to a question, an exclusive coupon, or something else -- as long as it's something that matters to the user.
Make It Memorable
To build relationships when you can't shake the customer's hand, a business needs to go the extra mile online. Don't just make a sales pitch -- offer a guarantee that can't be matched; offer an unbelievable discount; or let your copy tell a story. Anything that humanizes your business -- as long as it provides value -- will go a long way toward building that crucial relationship.
Make It Easy
When you can't be there to offer assistance in person, it's essential to make the online experience as smooth as possible. Remove any barrier that gets in the way of a customer or potential customer finding what they want. That means understanding what the customer wants, so be sure ask them before, during and after the design process.
Make It Personal
Communication is key in every business. Seek opportunities to enhance communication with your customers. Contact information should be easy to find. Offering live chat support on a website can be a good way to let customers step outside the anonymity of the Internet while remaining in control of the dialogue. No matter what communication channel is used, quick responses are essential. Go out of your way to be helpful and solicit feedback to enable continuous improvement.
When you make clients feel special, you're building loyalty, and in a troubled market, the value of a loyal customer to any business can't be overstated.