Things go wrong with business operations all the time. Your shipment to customers may get delayed because of factors outside your control. Worse, you may fail to deliver a product or service that matches the quality that the customer expects from you. Customer frustration is an inevitable component of every business. But with technology, it is possible to soften the blow so that your customers face as little pain as possible.
Lay it down on the table
How often have your customers come back to you for a replacement or refund because the product was not what they expected it to be. As a business, it is important for you to lay everything you have about the product out on the table. This helps in the customer’s decision making process. While it is possible that your conversion may be affected by this move, the requests for returns and replacement are likely to drop down significantly too. This creates happier customers who spread the word about your business and can more than make up for the lost conversions.
Don’t make customers wait
Each time you let your customers idle through the buying process, you are letting them go without a purchase. A slow loading website is as frustrating as waiting at the checkout line is. Work towards creating a seamless experience right from the time the visitor enters your sales pipeline till the moment they buy their product and leave. A seamless experience also means customers do not hesitate to spend more time browsing your products and this could potentially increase your average order value.
Automation is not the answer to everything
Many businesses equate seamless experience with automation. That is not really true. Customers seek an engagement with a human when they are going through the purchasing process. This helps them seek answers to questions they have better than any machine could do. This is especially true if you are in retail. For businesses that operate an online store, make it possible for your customers to seek human engagement through live chat options. While this does cost you money, the pay offs can be really high. As always, test the system for its effectiveness before taking a call on such a move.
None of what we have discussed so far can be assumed to be the eternal truth. Each industry is unique and it is possible that there are industries where customers prefer an automated checkout process rather than having to interact with a human. There are likely scenarios where customers prefer a short product description than one that lays down everything on the table. It is here that customer feedback provides businesses with the data they want. Establish a feedback loop that gathers insights from your customers and passes it off to the business process so that any frustrations from the customer can be fixed over time.
Few customers expect the businesses that they engage with to be free of flaws. What matters is how you take ownership of these issues and fix them. Making your customer a stakeholder in the process and tweaking your practices to make them happy is the one and only strategy to reduce customer frustrations and improve your buyers’ experience.