How to Respect an Online Customer

Buying on the web is simple, right? You click into a site, click on products, put in your credit card number...although online business can seem impersonal, it's really like traditional business in many ways, including the need for appropriate communications and relationships between buyer and seller. When it comes to respecting customers, out of sight doesn't mean out of mind. Here are some ways to be sure a client experience will be honored and not misused.

Instructions

Difficulty: Moderate

1. Offer a working website. When it comes to new innovative business practices like online hotel or ticket booking, advances in web buying can be great, as long as the site works. A site with bugs and dead links, on the other hand, alienates customers.
2. Don't hide things in the small print. One way to really anger customers is through putting valuable information, including a sales catch, in a long and unwieldy agreement or appendix page. Keep your online deals out in the open to show your customers that you are on the level.
3. Don't sell out customer information. The misuse of information is a huge part of disrespecting customers; in this age of competitive marketing and focus on privacy, a company that sells their client information will see a backlash from customers who feel cheated. Keeping phone numbers and other customer data safe is a "best business practice."
4. Offer choices for customers when it comes to receiving emails. Many companies offer a check box customers can use if they do not want their email inbox filled up with "offers" or other emails. Some people like these online communications, but others see them as a kind of "spamming." Let customers choose, and stick to the agreement; sending email to customers who have chosen not to receive it is immensely disrespectful.
5. Don't misrepresent products. Just like as in old school "real time" business, online business is about a struggle to define deals and products. This has always been central to the concept of buying and selling, and the same standards of integrity apply.
6. Give customers a contact line. Offering a phone number or email (that will be answered!) allows more direct communication to address complaints, etc, and is a part of treating customers well.

Tips & Warnings

• Want to be recognized as a respectful business? Look to the Customer Respect Group. This online company recognizes and works with companies that provide a good customer experience, to distinguish them from companies that just don't care.