Who doesn’t love self-service? Everyone has grumbled at grocery stores about slow service, but now you can scan and check out your own groceries, or place your own order and skip the line at restaurants. It’s amazing how much time people can save by just doing things themselves.

Despite our new found self-reliance, many shoppers still consider “customer service” on a face-to-face level, interacting with store employees when making purchasing decisions. Some may feel that eCommerce and online web stores are less personal and the service element is lacking.

But is that true? Not if you ask the companies who run the top-ranked websites for customer service like Amazon, Zappos, Overstock or L.L. Bean. These companies have been ranked by consumers in the top 10 customer service in a 2011 study conducted the National Retail Foundation.
How can you help distinguish your web store with a high level of customer service without the personal interaction?

Proper training: If customer service is important in your store, make sure it is on your website as well. Train employees that work on eCommerce transactions to give online customers the same level of attention they would provide in-store. When customers call or email with complaints, encourage staff to help them find a hassle-free solution, whether it’s walking them through some troubleshooting, offering a small discount or sending a customer a free shipping label to make a return. If price matching is done in the store, make sure your eCommerce department has this ability as well.

Have the answers: It’s not cost efficient to have customers calling in all day long with questions about products, store policies or to get other information. It’s important to maintain a comprehensive, detailed “Frequently Asked Questions” section on your site. Be sure to address the most common inquiries—such as payment and returns, sizing charts or troubleshooting information– and update this section frequently.

Make it easy to find you: If the FAQ doesn’t help the customer, make sure they can get in touch with a live person, whether it’s via web chat, email or phone. This information should be easy to find and also give the hours that representatives are available.

pcAmerica’s new e-commerce interface, powered by NitroSell is available in the latest version of Cash Register Express™. Please contact your pcAmerica representative at 1-800-722-6374 for more information about how you can integrate e-commerce with your retail store.