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Always consider existing customers before chasing new ones

Keeping your existing customers happy is one of the key elements to your company’s growth. You need to ensure you are providing the customer with a user-friendly website, easy and quick returns policy, and an understanding of the company’s processes and work will ensure that your customers stay happy.

The most common explanation for returns and negative feedback arises when customers’ expectations are not met. A loss of expectation can be developed from merely a poor description of a product, or the allotted wait time as they did not read the shipping process, thoroughly or it was unclear, resorting in, you not meeting their expectations.

Clear and informative product descriptions are most definitely necessary. This portrays the product, and in fact sways judgement, but also, it lets customers build their expectations and helps them to understand what exactly they are ordering. They should always include specific product information such as dimensions, weights, colours, and finish and should include clear images as well as a close ‘zoomed in’ image.

A main error/fault that online retailers commonly make is in the informative page of their websites. A page that best relates is the shipping process page. Customers do not understand most shipping processes, and so you must educate them by providing a clearly detailed shipping section explaining the rates and policies so customers fully apprehend what it takes to ship their order. This knowledge usually determines a sale if an item is needed quite quickly.

Social media is a great way to keep current customers interested but remember it is also a way of promoting to new customers too. You can publicise your new products and gain new customers through positive feedback of existing ones, leading in growth.

Having a user-friendly website, communicating and updating your customers, and setting expectations, will allow for fewer returns, and an improved and continuous user experience.

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