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E-mail is a wonderful communication tool for
business. It is fast, cost effective and convenient. Employees
commonly use e-mail to communicate with each other and e-mail is
increasingly the method of communication with customers, thereby
changing the way companies interact with their customers.
Customers can use e-mail to ask questions, send
referrals, complain, offer suggestions or send compliments. For
many people, e-mail is a more convenient and less intimidating way
to communicate with a company.
Companies often offer an (800) phone number in
order to open up the communication lines between themselves and
their customers. Although the call is free, it still requires more
personal interaction and less anonymity than using e-mail.
Sometimes customers want to connect with a company, but making
that phone call is just too personal. E-mail is a better solution.
Companies should consider using e-mail, in
addition to an (800) phone number, as another effective tool in
improving customer communication and satisfaction.
There are many ways a company can use e-mail to improve
customer communication:
(1) Because e-mail is fast, a company can quickly respond to
customer complaints via e-mail and find effective solutions.
E-mail can also alert a company to a potential legal problem if
it is receiving multiple complaints on a specific product. These
warnings give the company a window of opportunity to fix the
problem before it becomes a media nightmare.
(2) A communication program could be set up using e-mail for
the test group to return on-line surveys and evaluations of the
product. Existing customers might make an excellent test group
for a new product.
(3) Existing customers could also be sent updated information
about product upgrades, price changes and new product lines.
(4) Customers can stay informed of the company’s
accomplishments through e-mailed press releases.
Think of e-mail as another way to build
customer loyalty. Respond to e-mails as soon as possible. Some
companies have an auto responder built into their Web site.
Whenever an e-mail is received, the recipient is immediately sent
a short e-mail telling them thank-you and that someone will be
following up within 24 hours. This simple action shows concern for
the customer by acknowledging that the message was received and
that it will be quickly handled.
If you are a customer service representative
responsible for communicating electronically with customers, you
need to be especially careful when using e-mail:
(1) Be aware of the tone of your message. Try to use a
pleasant, conversational tone. Be careful of the words you
choose for your message and the way you phrase your answers. It
is easy to accidentally be insulting to a customer just by using
poor phrasing. Remember, everything you say represents the
company.
(2) Try to understand the perspective of the customer.
Although it may be quite clear to you what the problem is, it
may not be clear to the customer. Take the time to patiently
think things through and imagine what it must be like for the
customer. It will give you a better understanding of the
situation and more likely, a better answer for the customer.
(3) Be careful how you phrase bad news. Don’t start the
message off with the bad news. Start with a neutral statement
and then give the reasons why you are going to say “no.” Then,
say no. For example, if a customer wanted to order a product
that is no longer being manufactured, you would respond: “Your
continuing business with BB3 is greatly appreciated. A company
that is no longer in business manufactures the item you
requested; Butterflies wallpaper by Pacer. Therefore, we do not
have that item available for purchase. However, we do carry a
butterfly wallpaper by Metzer, (item #678), that might meet your
needs.”
(4) Use the same formality and correct grammar in an e-mail
as you would use in a letter to a customer. Use the customer’s
name in the salutation and be sure to have a polite close at the
end.
(5) Be complete, but brief with your message. Get to the
point right away and stick to the point. Stay focused on what
you want to say and then be done. Don’t try to use your e-mail
to sell product if the purpose of your e-mail was to answer a
complaint.
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This article reprinted from the Riverside Business Journal
Serving Riverside County's Small Business Community
4129 Main St., Riverside, CA 92501
(909) 784-0111
Tuesday, October 21, 2003 |
