Emphasized Text

Identifying and understanding your target audience is the first step towards more sales

Text Wrap

Do you know who your target customer is? According to retail strategist <a href="https://thetemplargroup.com.au/" rel="noopener noreferrer" target="_blank">Debra Templar</a>,&nbsp;any retailer without a clear understanding of their target consumer is “flying blind.”And while you might be hoping to simply woo anyone who enters your store, Templar says a successful retailer can’t be all things to everyone.Here’s how to pinpoint your ideal customer in order to get the right people through the door (or into your online store).<h2>Research existing customers</h2>How well do you know your existing customers? Understanding who’s already buying your products or services offers important clues about who to target next – and where to place any advertising.Mellissah Smith, founder of <a href="https://www.marketingeye.com.au/" rel="noopener noreferrer" target="_blank">Marketing Eye</a>, says there are plenty of ways to better learn about your audience.“If you have an e-commerce site for your retail store, it’s easier to understand who your customer is by using a technology plug or simply <a href="https://www.hubspot.com/" rel="noopener noreferrer" target="_blank">HubSpot</a>, <a href="https://www.preezie.com/" rel="noopener noreferrer" target="_blank">Preezie</a>&nbsp;or any other automated tool that collects customer insights,” she says.&nbsp;You could also comb through social media data; Facebook and Instagram analytics, for example, offer information about followers’ ages, gender and location.<h2>Go in-depth</h2>Once you’ve gathered basic information about your existing customers, start crafting a more detailed “target persona,” taking into account age, buyer habits, geographic location, occupation and income. “The next level is capturing their online habits, likes and dislikes – which is where the fun in getting to know your customer really is,” says Smith.Often the life stage of your customers, and their interests, can be more important than targeting a specific age group, explains Templar.Are they single or married, do they have young kids or teenagers? What do they do for fun?“For example, don’t ever send anything to me about babies and children – I don’t have any, I’m not interested,” says Templar. “But if you send me something about books or stuff I’m interested in, I’m going to open it.”Focus groups and customer surveys can help uncover this type of information, and if you do want to know your customers’ ages, a birthday club – including a discount – is one way to find out.<h2>Don’t forget COVID-19</h2>Smith warns that the global pandemic has upended many shoppers’ habits – and, as a result, retailers should consider revisiting their customer personas.Templar gives the example of one shopping mall that effectively targeted its marketing to reach locals within 10 miles.“This is the year to really concentrate on local, on your state, on your country, because that’s who your market has to be,” she says.

Button

Text Caption

All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.&nbsp;

Discover how to identify and understand your target audience to drive more sales on Afterpay Access.

Discover how to identify and understand your target audience to drive more sales on Afterpay Access

How to Find Your Target Customer in 2021

How to find your target customer

Expert advice and real business examples on how to deliver great customer service.

Ordering from Australian beauty brand <a href="https://gotoskincare.com/" rel="noopener noreferrer" target="_blank">Go-To Skincare</a> is a treat – and not just for your skin. Why? Because they aim to always surprise and delight their customers.From the little product samples when you order to the quick and quirky responses from their <a href="https://www.afterpay.com/en-US/for-retailers/access/operations/customer-service-examples" rel="noopener noreferrer" target="_blank">customer service</a> team: Now you’ve made our day, please go and enjoy the rest of your day! and the thorough purchase-to-delivery communication funnel that keeps you updated every step of the way, Go-To has successfully combined brilliant products with a great retail experience and customer service.&nbsp;No wonder they’ve built a loyal community of skincare lovers – the Go-To Gang – and a 12K waiting list for their next product.The good news is that any business – whether product - or service-based – can capitalize on the benefits of great customer service. Below, we reveal more excellent examples of great customer experiences, with advice from experts, to inspire you.

<h2>What is great customer service?&nbsp;</h2>

“Great <a href="https://www.afterpay.com/en-US/for-retailers/access/customer-service/customer-centricity" rel="noopener noreferrer" target="_blank">customer service</a> is defined by interactions that create a positive, emotionally resonant moment with the customer,” explains<a href="https://customersthatstick.com/about-adam-toporek/" rel="noopener noreferrer" target="_blank"> Adam Toporek</a>, US customer service expert, author of Be Your Customer’s Hero and president of<a href="https://customersthatstick.com/" rel="noopener noreferrer" target="_blank"> Customers That Stick Service Solutions</a>.&nbsp;

“It begins with preventing negative emotions, with strategies such as reducing customer hassle and training frontline teams,” says Toporek, who adds that eliminating friction paves the way for customer journeys that delight shoppers and engender their loyalty.&nbsp;

Article Quote

"Great customer service creates a positive, emotionally resonant moment with the customer."

US customer service and experience expert<a href="https://hyken.com/" rel="noopener noreferrer" target="_blank"> Shep Hyken</a> has worked with brands such as IBM and Lexus, and is the chief amazement officer at Shepard Presentations. He emphasizes that “great customer service is not a department, it’s a philosophy to be embraced by everyone – from the CEO to the most recently hired employee.”&nbsp;

“The idea is to create an experience – either for your outside customer or internal customer – that supports them, makes their job easier and gives them what they want in the easiest and most frictionless way possible,” he explains.

From big retail brands to small businesses, here are nine more examples of great customer service done brilliantly:

“Great customer service is not a department, it’s a philosophy to be embraced by everyone.”

<h2>1.&nbsp;Offer flexible returns - like Knix </h2>Despite primarily being a lingerie company, US retailer<a href="https://knix.com/" rel="noopener noreferrer" target="_blank"> Knix</a> offers an extremely flexible “30-day Wash &amp; Wear Guarantee” returns policy as the company believes it takes a few wears to create a comfortable fit&nbsp;“All Knix bras, tops (including bodysuits), masks, and leakproof nursing pads are eligible for return or exchange within 30 days of delivery. We want to make sure you can give your new top time to mold to your shape and get comfortable. Do what you want to do in it, and wash it as much as you like. If you find the fit still isn't right, message us to get a personal fit consultation before returning for the right size.” –<a href="https://knix.com/pages/returns-and-exchanges?loc=BottomNav&amp;nav=Returns-and-Exchanges" rel="noopener noreferrer" target="_blank"> Knix return policy</a>Knix’s brand philosophy is to revolutionize underwear as functional and adaptable to all body shapes and sizes – they want their retail customers to love their products and have aligned their returns policy with their mission. They also make it easy to exchange and return online, creating a hassle-free process for the retail customer.

<h2>2.&nbsp;Connect with personalized communication for great customer service - like Nomad Cosmetics</h2><a href="https://nomadcosmetics.com/" rel="noopener noreferrer" target="_blank">Nomad Cosmetics</a>, a US travel-inspired beauty brand, takes its retail customers around the world via the products, dedicating each palette to a place. In every order, Nomad includes a handwritten postcard relating to the destination of the palette purchased. This thoughtful touch builds a connection with the customer in a way that is uniquely related to the brand.It’s an approach Hyken recommends: “Figuring out how to get deep inside the emotional side [of your customer will help] create a personalized experience.”

“Figuring out how to get deep inside the emotional side [of your customer will help] create a personalized experience.”

He explains that personalized customer experiences create loyalty as they stir emotions and make customers feel valued. Every year, Shepard Presentations surveys over 1,000 US consumers to deliver their Achieving Customer Amazement Survey Report (ACA Report) to help retailers better understand customers’ preferences, habits and wants. The 2021 ACA report found that 75 percent are more likely to be loyal to a company or brand that delivers a personalized experience.

&nbsp;3. Take a personable approach - like Lululemon When shoppers enter the fitting rooms at global activewear brand<a href="https://www.lululemon.com.au/" rel="noopener noreferrer" target="_blank"> Lululemon</a>, retail staff ask for their names and write them on the doors in the fitting room. If you’re a regular, they don’t even have to ask...By getting on a first-name basis during the fitting-room process, you immediately connect with the retail customer service assistant helping you. When you’re remembered the next time you shop, you get that warm-and-fuzzy feeling and feel valued.Implementing ways to get your customer’s name while they shop, as part of fitting-room assistance, by writing their name on their shopping basket or by making it part of the service process, is a clever and effective strategy.

Unordered Highlight List

It’s all about building good connections and showing customers you notice and appreciate their loyalty and business.&nbsp;&nbsp;

4. Offer a frictionless payment process - like ASOSBritish online fashion and cosmetic retailer<a href="https://www.asos.com/" rel="noopener noreferrer" target="_blank"> ASOS</a> makes it quick and easy for customers to complete a purchase. If you have an account, all your information is stored and ready to go. If not, they provide options to use Apple Pay or social media platforms, or to check out as a guest.Checkout information is all displayed on one page with a progress indicator, so the customer can see the complete checkout journey and how long it will take from the start. A range of delivery options and, most importantly, payment options are also available.

“Easy, rapid payment and checkout options are one example of excellent online customer service”

“One example of excellent online customer service is easy, rapid payment and checkout options,” advises Toporek. “Fair or not, online shopping experiences are being benchmarked against experiences like Netflix, which are incredibly well-designed and frictionless 99.9 percent of the time. Excellence comes from meeting and exceeding these expectations.”

Despite ASOS selling products and brands that are found elsewhere, customers feel comfortable shopping with them because of the seamless, frictionless experience and great customer service. “If two companies are identical but one is delivering a positive experience, who do you think the customer is going to [shop with]?” emphasizes Hyken.&nbsp;

Tip:<a href="https://developers.afterpay.com/afterpay-online/docs/what-is-express-checkout-1" rel="noopener noreferrer" target="_blank"> Afterpay Express Checkout</a> offers a quick and easy rapid payment option. It reduces the amount of checkout steps by enabling customers to check out directly from the shopping bag or product page using their previously saved Afterpay information. Talk about great customer service.

5. Add post-purchase value to boost great customer service - like Bed Threads Australian linen bedding company<a href="https://bedthreads.com.au/" rel="noopener noreferrer" target="_blank"> Bed Threads</a> includes information on how to care for the linen you just bought, a thank-you note, a fabric swatch card and, often, a discount code. The company simultaneously provides helpful information on the product you just purchased while encouraging your next purchase.

“The customer’s focus is on the product they just acquired.&nbsp;”

“Post-purchase, the customer’s focus is on the product they just acquired,” says Toporek, “and FAQs, instructional videos or care instructions can all be powerful ways to both reinforce the connection to the brand and to prevent possible future customer service issues.”

&nbsp;6. Reward loyal fans - like Smashbox Cosmetics US cosmetics brand<a href="https://www.smashbox.com/" rel="noopener noreferrer" target="_blank"> Smashbox</a> has focused on creating great customer service experiences that excite and reward shoppers – from its Smashcash loyalty rewards program to partnering with the<a href="https://modiface.com/" rel="noopener noreferrer" target="_blank"> ModiFace</a> makeup app, which allows customers to virtually try products before buying using augmented reality.The business uses Smashcash and social media “listening” and engagement to identify their most loyal fans, and rewards them by letting them be the first to try new products and access exclusive offers. Paired with their focus on user-generated content (UGC) on social media – sharing and engaging with it – they’ve built a loyal Smashbox community.

7.&nbsp;Provide experts on call - like esmi Mineral Skincare Great customer experience is so important at beauty brand<a href="https://www.esmi.com.au/" rel="noopener noreferrer" target="_blank"> esmi Skin Minerals</a> that founder Evette Hess created a neon sign that reads “exceptional customer care” for her head office.One way that the natural skincare brand delivers exceptional service is to hire trained skincare professionals to work on the customer service team. They respond to questions, phone calls or social media DMs from 6 a.m. until 10 p.m. every night.Those customer support staff not only help esmi clients with information about products they are considering buying, they also offer post-purchase support. Hess explains, “[Customers] might reach out to our skin service and say, ‘Hey I’m just about to apply Pomegranate [brightening serum] and I’ve got the hyaluronic and the oil and I’m wondering how do I apply this?’” This high-level engagement and great customer service keeps esmi’s customers flocking back for more.

8. Listen carefully to customers - like Marks &amp; Spencer &nbsp;Over the past few years, UK retail chain<a href="https://www.marksandspencer.com/" rel="noopener noreferrer" target="_blank"> Marks &amp; Spencer</a> implemented a global customer service listening and insights program in order to get quick and more comprehensive customer insights and feedback.Previously, they had been using a mystery shopper program (sending one mystery shopper to visit each store per month to critique service). By investing in a fresh voice-of-customer (VOC) approach and software, they were able to glean insights that helped them quickly identify team training needs, customers’ differing opinions on brands in different countries, when store refurbishments were needed and the importance of keeping repeat customers.What makes this an even better example of great customer service? They didn't just take note of the feedback, they made changes and launched initiatives based on customer data and insights to improve service, store layouts, payment process and fitting-room experiences.&nbsp;<a href="https://fashionunited.uk/news/retail/marks-and-spencers-comes-out-on-top-in-customer-satisfaction-study/2021082357304" rel="noopener noreferrer" target="_blank">According to a recent survey by consumer research organization Which?</a>, Marks &amp; Spencer received five stars across the board for “Speed of dealing with your issue” and “Efficiency of resolving issue” – suggesting that their new approach to customer listening is working.&nbsp;

9.&nbsp;Train staff in customer service - like Outdoor Voices American activewear brand <a href="https://www.outdoorvoices.com/" rel="noopener noreferrer" target="_blank">Outdoor Voices</a> encourages great customer service by training their employees through a gamified learning solution.The LMS platform they use,<a href="https://www.wisetail.com/" rel="noopener noreferrer" target="_blank"> Wisetail</a>, has a customized vibrant and easy-to-use interface that makes the training experience enjoyable for team members. It houses all the training and communication devised for the company, and engages employees in the training process in a “fun” way that’s aligned with the brand - and offers prizes and contests.&nbsp;According to Hyken, “you can’t afford not to” invest in training your team and building a great customer service culture.&nbsp;

“Investing in your employees ends up costing far less than the acquisition of new customers.&nbsp;”

“If a customer comes in and has a bad experience, they leave. Say that customer never comes back – what costs the company more?” he asks. “Investing in your employees to ensure they deliver the right experience ends up costing far less than the acquisition of new customers.”

All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.

Expert advice and real business examples on how to deliver excellent customer service.

Great customer experience: read expert advice and see real business examples 

Great customer service: 9 good customer experience examples

Customer service examples: 9 examples of customer service for good customer experience 

Customer centricity can mean the difference between success and failure in business. Here’s how to make the shift.

How much do you know about your customer?Do you know your customer's ages, locations, needs and wants? The types of products and services&nbsp;they&nbsp;are most – and least – likely to buy?If you answered yes, then it’s likely that your business values customer experience; if you answered no, it may be time to delve into the topic of customer-centricity.

<h2>What is customer centricity?</h2>

Basically, it means putting the customer first and at the heart of everything you do as a business. Being customer centric means putting the focus - from marketing, employee KPIs and revenue strategy and communication - on customer needs and ensuring they be at the heart of everything you do as a business. It’s the definition of truly understanding your customer and being able to anticipate their wants, needs and communication preferences.“Being customer centric means knowing the most valuable customer for your business, and configuring your business to serve them well,” says retail and digital expert Terrence Teh, strategy director at<a href="https://www.pitcher.com.au/" rel="noopener noreferrer" target="_blank"> Pitcher Partners</a>, an Australia-based firm that works with retailers to improve customer centricity.Over the past decade – as technology has offered increasingly in-depth insights into shoppers and their buying habits – many brands have shifted their focus from product-centric to customer-centric metric models.In other words,&nbsp;instead of creating a product or service and then selling it to as many customers as possible, more and more brands are increasingly putting their customers first and creating or selling products or services that are suited to them.Basically, being customer centric means putting your customer first with every decision you make.

<h2>Why does a customer-centric approach matter?&nbsp;</h2>

In a nutshell, it's good for business. A<a href="https://www.bain.com/insights/are-you-experienced-infographic/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;2015 Bain &amp; Company study</a>&nbsp;found that businesses&nbsp;that excel at customer experience grow at 4 to 8 percent above the market.

<h2>How to measure customer centricity</h2>

There is no single, standard way to measure customer-centricity. What works for one business won’t necessarily be the right approach for another. After all, just as each customer is different so is each business. For example, the speed of customer service might be important to a florist, but it isn’t as important for a bridal dress shop, where the focus is more on the overall customer experience.However, there is a range of ways to measure customer satisfaction and evaluate customer-centricity.

Using Net Promoter Score (NPS) to measure customer centricityThis is a widely used market research metric that surveys customers on the likelihood that they would recommend your business, product or service to a friend.First developed in 2003 by global management consultancy Bain &amp; Company, an NPS measures the loyalty of customers to a company. It is determined using a single-question survey and reported with a number from -100 to +100. A higher score is desirable.

Best for:&nbsp;internal measurement of customer loyalty and customer-centricity with a focus on whether customer loyalty is improving or worsening.For more information or to get NPS-certified, visit&nbsp;<a href="https://www.netpromoter.com/know/" rel="noopener noreferrer" target="_blank">Net Promoter Score.</a>

Check Customer Lifetime Value to measure customer centricityMeasuring Customer Lifetime Value (CLV) is another way to judge customer experience with a focus on loyalty and ensure your company's employee approach, customer service strategy and marketing are where they need to be.CLV is the total worth to a business of a customer over the period of their relationship. It costs a lot<a href="https://www.outboundengine.com/blog/customer-retention-marketing-vs-customer-acquisition-marketing/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;less to keep</a>&nbsp;existing customers than it does to obtain new ones, so increasing the value of the existing customer experience is a cheaper way to drive growth in your business. The higher your CLV, the more likely that your customers are returning to shop.

Try Trustpilot to measure customer centricityFounded in 2007, Trustpilot is a digital platform that hosts reviews from customers that have shopped with you.Trustpilot allows customers to score businesses from 1 to 5 and leave feedback about their experience. The resulting reviews can be an excellent metric to gain insight into customer satisfaction and centricity.

Best for: producing social proof and displaying positive reviews to customers; offering insights and identifying specific issues that require attention.For more information, visit <a href="https://au.trustpilot.com/" rel="noopener noreferrer" target="_blank">Trustpilot</a>.

Turn to customer loyalty program data to measure customer centricityOne free way to measure customer satisfaction and centricity is to monitor the proportion of customers in your “most loyal” top tier. These customers might shop with you, say, four or more times per year. Divide this by the total number of customers in a year to determine and monitor your customer loyalty and retention rate.

<h2>How to become a more customer-centric business</h2>

Map your customer journeyCustomer centricity is about understanding the customer mindset and customer needs. So, start by mapping out the customer journey to understand what it’s like to do business with you from the customer’s side of the fence.﻿Take the time to understand what it’s like to purchase from you, both online and in-store, and how the customer seeks advice and information about your products and services.&nbsp;When mapping your customer journey, consider mapping one complete consumer life cycle – measuring from initial brand awareness to loyal customer – as well as processes such as a first-time customer journey, a repeat purchase, or an email subscription or loyalty program sign-up.

Surprise and delightOne way to boost customer-centricity? Surprise and delight your customer. It’s worth considering as it’s often the little things that count with centricity.Leading Australian cosmetics retailer Adore Beauty<a href="https://www.afr.com/companies/retail/the-best-500-that-adore-beauty-s-co-founder-ever-spent-20210622-p58347" rel="noopener noreferrer" target="_blank"> includes a Tim Tam</a> in each and every order, which customers have grown to love as an element of the shopping experience.In the US, the<a href="https://www.forbes.com/sites/blakemorgan/2020/12/21/25-most-customer-centric-companies-2020/?sh=1684be8c884b" rel="noopener noreferrer" target="_blank"> Starbucks mobile ordering app</a> and personalized rewards program makes it easy for customers to order what they want and pick it up without the wait.<a href="https://www.starbucks.com/rewards/mobile-apps" rel="noopener noreferrer" target="_blank"> This app</a> has earned the company a fiercely loyal following.

Do the basics wellCustomer expectations have gone back to basics since the COVID-19 pandemic hit, with product range, availability and cheerful staff proving to be paramount, according to<a href="https://home.kpmg/au/en/home/media/press-releases/2020/09/research-reveals-australias-top-brands-cx-during-covid19-17-september-2020.html" rel="noopener noreferrer" target="_blank">&nbsp;research</a>&nbsp;by KPMG.&nbsp;For example, IKEA<a href="https://home.kpmg/au/en/home/media/press-releases/2020/09/research-reveals-australias-top-brands-cx-during-covid19-17-september-2020.html" rel="noopener noreferrer" target="_blank"> won praise</a> from customers in the KPMG research for its easy-to-navigate website as online shopping became the norm during the pandemic.&nbsp;Survey respondents also noted that Afterpay enabled the transition to e-commerce as seamlessly as possible.&nbsp;

Communicate clearly to maximise customer centricityThere’s a lot to be said for simple language that targets your customer segment. “Focus on identifying and knowing who you want to serve, and where the effort should be spent in creating the desired customer experience for them,” Teh says.

Check your languageThe language you use to communicate with consumers needs to be consistent to boost customer centricity. Businesses that market themselves as exclusive and personable need to ensure all channel touch points reflect that by providing exclusive offers, early access and previews to products before the rest of the market, Teh notes.&nbsp;If your aim is to provide simplicity for consumers, the processes in place for ordering, receiving and returning products should reflect that. It’s about making sure you’re true to your word.

Be availableBeing customer centric is now more important than ever, and using digital channels to engage with your customers is crucial. Offer at least three communication points for customers, such as a chatbot on your website, an email address and active social media contact points, suggests Teh.

Survey your customersBeing customer centric is about creating a two-way dialogue with your customers. Ask them why they buy from you, and what makes them choose you over your competitors.Ask them if you were to make improvements to make your business better, what they would be, Teh says.Sure, it’s bold to ask these questions, but the answers will help you implement more customer-centric systems and processes, he says.

Be seenA strong online presence on social media and other digital platforms is also critical for maintaining your business image and brand throughout the pandemic – so it’s not a case of out of sight, out of mind. Being customer centric means making sure you’re responding to questions promptly. If someone wants to buy from you, make sure you’re replying to their queries, so they don’t decide to purchase elsewhere. After all, your input could be what secures the sale.

Customer centricity can mean the difference between success and failure in business. Here’s how to make the shift.

Customer Centricity: How to Create a Customer Centric Business

Customer centricity: How to create a customer centric business

Discover how to navigate tricky situations with practical scripts you can use

No one enjoys being on the wrong end of a frustrated or irate customer.However, dealing with complaints or customer concerns is just part of being a business owner, says customer experience consultant Aileen Day, who has led customer experience at Bunnings and Officeworks. “It doesn’t matter how big or small you are – as soon as you’re dealing with a human being, there’s the likelihood that someone’s going to mess up.&nbsp;Day says that for every person who comes forward with a complaint, there’s likely to be another two dozen dissatisfied customers who’ll leave without a word – to you anyway… you can be sure they’re telling everyone else about their poor experience.For that reason, Day encourages retailers to view unhappy customers as an opportunity to learn and improve their business. In other words, complaints are a great way to identify flaws, improve your business and recover that customer.&nbsp;&nbsp;Here are six common complaints or concerns that you may encounter, and how to respond.

<h2>Concern 1: Poor product or service</h2>If products or services aren’t what customers are expecting, they’ll inevitably complain.Staff training expert Justin Herald of <a href="https://customerculture.com/" rel="noopener noreferrer" target="_blank">Customer Culture</a> has written a number of books about <a href="https://www.afterpay.com/en-US/for-retailers/access/operations/customer-service-examples" rel="noopener noreferrer" target="_blank">customer service</a>, and he recalls a customer once complaining that one of his books had arrived in the mail in subpar condition.“The packaging was torn and the book was wet when it got to the customer,” says Herald. “My customer sent an email saying what had happened. It wasn’t my fault, but it was my problem.”&nbsp;How to respondHerald says that when products arrive in poor condition, it’s up to the retailer to rectify the situation. For his part, Herald decided to redeliver the book – and throw in two more books for free.&nbsp;&nbsp;“Adding something extra as an ‘I’m sorry’ is a great way to get back [in a customer’s good graces],” says Herald, who went one step further. “I actually got on my motorbike on a Saturday, rode out there because it was a nice day, and hand-delivered it to the lady. She was quietly shocked.”Suggested script:Thanks very much for letting us know about the delivery problems with your book. We are sorry this happened – so please accept two free books, along with your original order, as a token of our appreciation for your patience and understanding.

<h2>Concern 2: Poor customer communication</h2>Day says complaints commonly arise when the customer and the business have a different understanding of what’s being offered – or the business has failed to communicate properly.“Let’s say a florist offers free delivery for purchases over $50. But what happens is a customer on the other side of town goes and buys a bunch of flowers and expects free delivery, but then the business says it’s only up to 20 miles.”&nbsp;&nbsp;How to respondFirst, take some deep breaths. “As business owners we can get very, very defensive because [our business] is the thing that we put our heart and soul into, and we don’t like being told that we’re wrong,” says Day.Listen carefully and empathetically, and respond with fact, not emotion. If the conversation is happening on social media, Day points out that you’re not just speaking to one customer, but to their followers and friends, too. In that case, she recommends acknowledging the issue before apologizing and encouraging the disgruntled customer to reach out via direct message.Suggested script:Thank you for bringing this to our attention. We’re sorry if our delivery guidelines aren’t as clear as they could have been (we’re now working on this!). On this occasion, we are happy to offer free delivery to make up for any confusion. We hope to help you with some beautiful flowers again soon!

<h2>Concern 3: Long wait times</h2>When it comes to online shopping, no one enjoys waiting longer than necessary for their package to arrive – and shipping delays emerged as a common issue during COVID-19 as the U.S. Postal Service and other carriers struggled to keep up. Fail to keep your customers in the loop, and you (and social media) are sure to hear about it.How to respondRespond quickly. The first step might be for the business to offer a tracking number for the delivery or service, then ensure that the customer isn’t forced to repeat their case to multiple <a href="https://www.afterpay.com/en-US/for-retailers/access/customer-service/customer-centricity" rel="noopener noreferrer" target="_blank">customer service</a> representatives. “What customers hate doing is repeating themselves,” says Day.Where it’s impossible to hasten the delivery process, advises Day, “the least you should do is apologize and thank them for their patience.”Should the situation drag on further, consider offering a future discount or gift card by way of apology – a much cheaper alternative than running the risk of losing a customer.&nbsp;Suggested script:Thank you for your patience, and we’re really sorry this is taking longer than expected. We have escalated your concern and will be back in contact with you as soon as possible. Here is your tracking number, should you need to get in touch. Again, we appreciate your understanding.

<h2>Concern 4: Concerns around ethics or <a href="https://www.afterpay.com/en-AU/business/access/exploring-sustainability/small-business-sustainability" rel="noopener noreferrer" target="_blank">sustainability</a></h2>It’s increasingly common for shoppers – particularly<a href="https://access.afterpay.com/articles/conscious-consumer-retail" rel="noopener noreferrer" target="_blank"> </a><a href="https://www.afterpay.com/en-US/for-retailers/access/social-responsibility/conscious-consumer-retail" rel="noopener noreferrer" target="_blank">socially conscious Millennials</a> – to want to know more about how your products are made, says Kim Honor, lead trainer at the <a href="https://www.csia.com.au/" rel="noopener noreferrer" target="_blank">Customer Service Institute of Australia</a>. Are you prepared if shoppers have customer concerns and want to know if your products are vegan, organic or cruelty-free?How to respondIf your products are not ethically made or you’re not sure of their provenance, don’t just ignore the customer concern. If someone’s passionate enough to ask detailed questions about your products, view it as an opportunity to build a deeper relationship with your customer – and undertake customer research to inform future decision-making.“Sometimes when they’re asking questions that we’re not comfortable with, we get awkward and run away from it instead of really embracing it and approaching it with curiosity,” says Honor, who recommends asking probing questions to find out what’s most important to the customer.Honor also suggests using positive language and focusing on what you are doing to solve this problem, rather than what you’re not. For example, don’t just say “Sorry, we don’t stock vegan leather shoes.”Suggested script:Thanks for getting in touch. We’re finding that more customers are interested in vegan leather, which we agree is a great idea. To that end, we’re currently speaking to a number of vegan leather suppliers and hope to have something more to report soon. In the meantime, we’d love to hear about the kinds of footwear you’d be interested in.

<h2>Concern 5: Concerns about diversity&nbsp;</h2>Consumers increasingly expect brands to be transparent about the makeup of their executive team and staff – and whether they are tackling issues of diversity. So, what should you do if someone emails with consumer concerns about diversity? Or confronts you on social media about a lack of diversity in your advertising campaigns?How to respondSmall businesses – especially those with only two or three employees – may struggle to achieve the level of diversity on staff that consumers demand, says Honor.&nbsp;However, it’s important to look at all the ways in which your business can address diversity – from the casting of models in marketing campaigns to your own hiring policies, supplier arrangements and stocked ranges.If you don’t have diversity policies and you’re being called out by customers, be honest, advises Honor, who adds that if you approach the conversation with a genuine interest in learning more, you can transform that transaction into a relationship.Suggested script:It’s fantastic to hear that you feel so passionately about this issue. Many of our customers share your way of thinking, and in fact, so do we. However, we agree we could have done better this time. As such, we are currently working on a new campaign that focuses on diversity. It will be released in June, and we hope you’ll be excited as we are to see it. Thanks again for bringing this to our attention.

<h2>Concern 6: Queries about your supply chain</h2>Supply chain issues and workers’ rights have been in the spotlight since the 2013 Rana Plaza disaster, where more than 1,000 workers died after a garment factory collapsed in Bangladesh.&nbsp;So, if you’re an online retailer, particularly in fashion, expect this question to pop up from increasingly aware consumers. They’ll likely want to know that the clothes they’re wearing, or the products they’re buying, match their own ethics. And the more transparency, the better.How to respondAgain, be honest in any communications with your customers. If you’re massaging the truth, expect to be called out on it, says Honor.If you do have a supply chain code of conduct or a map, she suggests embedding it in your website and your social media, and referring customers to it. If you don’t have this information at hand, frame your response positively and commit to providing an answer within a certain period of time, says Honor.And if you don’t have all your ducks in a row just yet, don’t panic. “Sometimes it’s just acknowledging that that’s something that we hadn’t considered, or that we’re still in the process of implementing, or wherever you’re at, but framing it from a point of action,” says Honor.&nbsp;Suggested script:Thank you for getting in touch about our supply chain ethics. This is something we are constantly working to improve, and as you can imagine, it is an ongoing process. We would love to hear about any specific areas of concern for you, and how you think we might be able to help.&nbsp;

Discover how to navigate tricky situations with practical scripts you can use.

6 common customer concerns

Are you giving your customers a level of service that keeps them coming back?While it’s true that a convincing salesperson can sell anything to anyone once, good <a href="https://www.afterpay.com/en-US/for-retailers/access/operations/customer-service-examples" rel="noopener noreferrer" target="_blank">customer service</a> is what determines whether you will be able to sell that person anything else in the future.Before we dive into our tips for great customer service, let’s define what good service is in the first place. A <a href="https://c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/salesforce-state-of-the-connected-customer-report-2019.pdf" rel="noopener noreferrer" target="_blank">global survey</a> of consumers and business buyers defines good <a href="https://www.afterpay.com/en-US/for-retailers/access/customer-service/customer-centricity" rel="noopener noreferrer" target="_blank">customer service</a> as:<ul><li>Service that’s efficient, “always on” and happening in real time</li><li>Service that gives the customer a sense of connectedness with the brand and business</li><li>Service that is personalized to the customer</li><li>Service that offers a resolution before an issue even occurs</li></ul>Let’s take a look at how your business can create customers for life—ones who are going to be vocal advocates of your brand and will refer your business to friends and family.

<h2>Be Everywhere</h2>Which is to say, businesses are expected to be available anytime and anywhere (multichannel or omnichannel). Millennials and Gen Z are the most omnichannel and digitally-savvy of generations, with more than <a href="https://www.salesforce.com/blog/2014/04/what-is-good-customer-service.html" rel="noopener noreferrer" target="_blank">68%</a> of them preferring digital, always-on channels over traditional ones. That’s live support, mobile app, online self-service, messenger apps like WhatsApp, social media, forums, and voice assistance.

40% of customers won’t do business with a company if they can’t use their preferred channels.

We live in a time of constant connectivity. Which means good customer service is service that’s everywhere and always on. In the near future, channels with the biggest growth will include mobile chat and video support. And the use of voice-activated assistants like Siri or Alexa in customer service will see a <a href="https://c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/salesforce-state-of-the-connected-customer-report-2019.pdf" rel="noopener noreferrer" target="_blank">152% growth</a>.The saying, “the customer is always right” might have to be updated to: “The customer is always on.” Making sure that your business is ready to interact with customers where they are and in real time enables customers to find a quick path to resolution and satisfaction.

<h2>Treat the Customer with Respect and Like an Individual</h2>Something that will never change when it comes to customer service is how a customer wants to feel: respected. Taking care of your customers, advising them towards a resolution, responding with efficiency, and treating them with dignity should always be a priority. And the great news is it doesn’t cost anything.But personalizing customer engagement requires more focused efforts.A study revealed that <a href="https://www.getfeedback.com/blog/salesforces-state-connected-customer/" rel="noopener noreferrer" target="_blank">66% of consumers</a> say they’re likely to switch brands if they feel they’re treated like a number rather than an individual. So if customer loyalty and retention are part of your customer service team’s success metrics, your business needs to prioritize connecting with and personalizing customer service touchpoints.Businesses who will thrive in this new era of multichannel, always-on customer service will spend time and resources on understanding their customers’ nuanced needs and adapting to their behaviors.

<h2>Empower the Customer</h2><a href="https://go.forrester.com/blogs/16-03-03-your_customers_dont_want_to_call_you_for_support/" rel="noopener noreferrer" target="_blank">45% of customers</a> will abandon an online transaction if they cannot easily find an answer to their question.Reduce your abandoned cart percentages by empowering the customer with self-help tools and placing resources and support in front of the customer, when they expect it.This might look like:<ul><li>Update your FAQ page and make it as clear as possible, making sure to surface information that the customer may find useful.</li><li>Provide more self-service tools, like account portals and help forums that let customers find immediate answers on their own time.</li><li>Use live chat on your site or app.</li><li>Provide 24/7 toll-free numbers.</li></ul>If your customer feels like they can’t get answers to their questions, then they are primed for abandoning their shopping cart. The likelihood of getting them to convert at that point? It goes down significantly. In an age of constant connectivity, customers see real-time messaging and self-service capabilities as quick paths to a resolution.

<h2>Build Trust</h2>What encourages your customers to return for a second or third purchase? A product, promo or service may win their business initially, but converting them into loyal customers means coupling a seamless customer experience with brand trust.When consumers trust your brand, they’re much more likely to become a paying customer, and best case scenario, a loyal customer that then spreads the word to their friends and family. Trust is the factor that helps leads become sales and customers become advocates, and has become the new currency of brand loyalty.Millennials value a brand’s trustworthiness the most, <a href="https://www.economist.com/business/2015/11/14/its-the-real-thing" rel="noopener noreferrer" target="_blank">second only to loyalty discounts</a> in importance when deciding between companies to shop from. These shoppers will switch brands if they sense that your business isn’t trustworthy or communicating to them in a way that feels authentic and genuine.

Numerical Highlight List

Article Image

Curious about launching Afterpay, which has&nbsp;8,645 five-star reviews on Trustpilot? Learn more and schedule a meeting with one of our Retailer Team Members today at sales@afterpay.com.

Let’s take a look at how your business can create customers for life—ones who are going to be vocal advocates of your brand and will refer your business to friends and family.

4 Tips For Giving Great Customer Service

The weather is getting crisp, pumpkin spice is back, and Halloween decorations are slowly going up. That must mean fall is in the air! It’s hard to believe that the time has already come for merchants to prepare for what will be perhaps the most critical holiday shopping season to date -- regaining sales momentum and capturing customer interest as they begin thinking about their gift lists.&nbsp;&nbsp;This holiday shopping season will be a unique one, with an unprecedented amount of holiday shopping moving to the online channel as customers remain hesitant to shop in person. In 2020 more than ever, a smart, efficient and direct <a href="https://www.afterpay.com/en-US/for-retailers/access/operations/customer-service-examples" rel="noopener noreferrer" target="_blank">customer service</a> strategy should be the foundation upon which your holiday promotion plan is built. We did our research and gathered the top 5 customer service tips to leverage this year for a successful holiday shopping season:

<h2>Don’t get caught off guard by the move to online</h2>We can’t stress enough the importance of tailoring your <a href="https://www.afterpay.com/en-US/for-retailers/access/customer-service/customer-centricity" rel="noopener noreferrer" target="_blank">customer service</a> strategy for the influx of holiday shopping predicted to take place online this season. According to a recent survey of US shoppers, nearly <a href="https://www.prnewswire.com/news-releases/retailers-get-ready-survey-shows-covid-19-impact-hasnt-disrupted-consumer-holiday-shopping-plans-301089520.html" rel="noopener noreferrer" target="_blank">two-thirds</a> said they plan to increase their online purchases this year.Stop online-related customer service issues before they happen by doing a walkthrough and audit of your ecommerce site with your customer service team. Mimic the user experience by browsing, adding items to your cart and going through checkout. Assess how difficult or easy the process was and any issues. Conduct load testing and plan accordingly for unprecedented surges in digital activity. It will be critical to prepare for an online shopping surge throughout the entire customer journey, so that customers are satisfied and return to the site.

<h2>Omnichannel shopping means omnichannel customer service</h2>COVID-19 has brought with it a new hybrid shopping experience. From fully online to curbside pick-up to in-store shopping, customers expect top service and their questions answered no matter which avenue they choose. This holiday season, some <a href="https://chainstoreage.com/five-tips-retailers-prepare-2020-holiday-shopping-season" rel="noopener noreferrer" target="_blank">retailers plan to expand their footprints</a> to allow for greater social distancing by setting up tents in their parking lots. With changes like these, it’s critical to communicate with customers ahead of time, so they know what to expect and where to go.Teams should have mobile customer service and POS strategies in place so customers can check out quickly from any location and get their questions answered whether they are online, in their cars, at the store or socially distanced pop-up location. Prepare your customer service team for this move to hybrid and omnichannel by laying out clear expectations and guidance.

<h2>Be transparent about delivery issues and other disruptions</h2>According <a href="https://www.salesforce.com/blog/2020/07/covid19-holiday-readiness-retail-commerce.html" rel="noopener noreferrer" target="_blank">to Salesforce</a>, “The ability for packages to arrive on the doorstep this holiday will be significantly constrained.” The company predicts about <a href="https://www.salesforce.com/blog/2020/07/covid19-holiday-readiness-retail-commerce.html" rel="noopener noreferrer" target="_blank">700 million gifts that are at risk</a> of not arriving in time, which of course spells out both customer service and operational issues. They predict billions of “Where Is My Order” (WISMO) inquiries to be fielded by customer service agents, as well as increases in delivery surcharges, and online returns and exchanges as customers are dissatisfied with delivery time estimates.With this new constrained paradigm in mind, remember that knowledge is power. Empower your customers with clear, concise and transparent communications about their orders at every step of the way. The possibility of shipping and delivery delays should be clearly at every step of the way – from home page, to product pages to checkout to confirmation emails. And it doesn’t stop there. Send email and SMS updates through every step of the fulfillment process to reduce anxiety among customers.

<h2>Keep your customer service team safe and motivated</h2>Holiday shopping is a time where retailers and brands, justifiably so, are hyper-focused on the customer experience. But don’t forget about your employees’ experience by accidentally overlooking their needs, safety, and mental and physical wellbeing amidst the holiday rush. Remember that this is a time where people are worried about their employment and job stability – your employees will be looking to you for guidance more than ever. Improve the morale of your customer service team by listening to them, taking care of their needs and keeping them motivated with fun activities and recognizing them for their accomplishments.If the majority of your holiday purchases are predicted to come from online, consider providing your customer service team the ability to work from home. Arm them with the proper tools and measurement metrics to monitor their performance and productivity.

<h2>Consider providing alternative payment options</h2><a href="https://couponfollow.com/research/commerce-during-covid" rel="noopener noreferrer" target="_blank">Two-thirds of Gen Z consumers</a> and over half of millennials said that they used “Buy Now, Pay Later” options for the first time during the COVID-19 pandemic. As U.S. shoppers continue to be mindful of their spending, consider providing your customers with the option to pay with interest-free installments, so they don’t have to worry about covering the cost of their gifts up front. Afterpay is available to our merchant partners both in-store and online, and is easy to set up. It provides your customers with a responsible and flexible way to shop from discovery all the way to check-out.&nbsp;

Interested in implementing Afterpay for your customers? Reach out to our team today at <a href="mailto:sales@afterpay.com" rel="noopener noreferrer">sales@afterpay.com</a>.

We did our research and gathered the top 5 customer service tips to leverage this year for a successful holiday shopping season.