Customers bring a whole new set of expectations to shopping on the web that never existed with traditional retail stores. A typical internet customer, for example, will go to your site (because it has the best price), input their information, hit the send button and boom! Then they expect the fastest delivery possible for the least amount of money. Because buying products online feels “automatic,” customers expect that delivery should be nearly as immediate. This is unrealistic, of course. But trying to manage those expectations can be a real customer service challenge.

If however, you are prepared for potential problems, you will go a long way towards achieving superior customer service on the web. Here are some suggestions:

Shift #1: Avoid Poor Customer Service.

The Internet has leveled the playing field, giving both the storeowner and the customer equal access to the public and public opinion.

If a customer is unhappy, he or she can create a review with just a few keystrokes. We don’t have that kind of power when we have an unsatisfactory experience at a retail store. But on the internet, the entire buying public has immediate access to a poor review of your business practices. Therefore, you need to manage individual customer service problems so they don’t become widely advertised on the web, damaging your reputation and your bottom line. At the same time, great reviews of your products or services can be your best marketing. So keep in mind those reviewers & maybe ask them to rate their experience or product on your website. It's a great tool to drive business and a conversation with your customers.

In the time of Yelp!, Epinions, Reseller Ratings, Consumer Reports, etc., you have to be on your toes. Create your own profiles and trust your customers to post about the great customer service and products you provide. I know, it's a leap of faith. But as they say in field of dreams, "if you build it, they will come." 

A customer care problem can arise from circumstances completely beyond your control. An Internet company owner, for example, found that after September 11th his supplier for short wave radios was hit by a huge spike in demand. Because this e-business owner was only a small retailer, he was of less interest to his supplier, and therefore his orders were not a priority. Meanwhile, this small e-retailer’s customers kept placing orders until he had 680 radios on back-order. He eventually had to tell his customers that delivery would be delayed for the foreseeable future. For this Internet retailer, too much business ultimately led to unsatisfied customers. But his situation can happen to any e-retailer who depends on an outside supplier and can damage customer relations regardless of whether your company is at fault.

Shift #2: Create Customer Friendly Policies.

Establish policies that make it easy for customers to feel confident when buying from you. This will foster good customer relations and keep customers coming back. One way to do this is to initiate a 30-day home trial policy, which gives customers time to receive a product, try it and return it if they are not satisfied. Your customers will be more likely to buy if they know they can trust you to guarantee your product in this way.

Around the holidays, you may want to extend the return policy to 60 days instead of 30. People buy gifts far in advance of the holidays. In recognition of this time lag, many internet retailers now extend their return policy through January 31st. Doing so gives your customers that added sense of security, and they will appreciate the consideration.

Another good tactic is to have a 30-day price protection policy for your products. Most of us know what it’s like to buy something at full price, and then see that same item go on sale within a few days. A price protection policy guarantees that the customer won’t have this experience, and is your promise that you will inform him or her of any sales pending in the next 30 days.

As an Internet business you will undoubtedly run into situations where your customers push the company policies beyond their stated limits. You can deal with these situations on an individual basis. For example, if the customer requests an extension of a few days for a return policy it is usually best to accommodate the request in order to maintain favorable relationships.

Shift #3: Manage Customer Expectations.

Display your delivery and return policies prominently and repeatedly on your website. It may seem as though you are over-emphasizing this information, but you really can’t say it often enough.

If you have a home trial use policy, put that information on every page. Customers usually aren’t paying attention to what is written on web pages until they get to the one page that interests them personally.

Think like your customer whenever possible in order to present the most customer-friendly website possible. By doing so, you’ll be able to manage customer demands and anticipate their needs from the first moment they visit your site.

Shift #4: Broadcast Your Rave Reviews.

Have a place on your website where you can post a long list of positive customer comments, and make sure to clearly indicate how and where to post their testimonials. Praise from satisfied customers gives added credibility. It also helps overcome the resistance of new customers who still feel leery about buying on the web or those who have questions about what will happen after they buy. Or allow users to post their own reviews. This interactive option will help drive sales.  Even negative reviews can be responded to and turned into a positive.

Knowing that others have had positive experiences with your company and have returned to your site again gives them the confidence to trust your company. Customer reviews are a great source of free advertising for your business.

Shift #5: Develop Customer Rapport.

Recent findings indicate that even if your customers are completely satisfied with your product or service, 40 percent of them will leave you and start doing business with your competition. In order to retain customers and increase sales, you need to develop rapport with each and every one of them. Stay in contact with your customers; one way to do that is to create a private e-mail list to notify them of upcoming sales and other events.

But be sure customers can easily “opt out” of the e-mail if they want to, as unwanted e-mail can create negative perceptions. You can also send surveys or even tokens of appreciation, such as small sample gifts or discounts for referrals. By enhancing the relationship with some personal contact, you will increase your chance to achieve true customer loyalty.

Remember: Great Customer Service Equals Increased Profits.

You now have the ability to develop superior customer service practices, which will help you achieve your company goals. By keeping the needs of your customer firmly in mind, and by applying the above techniques, you will be able to give your customers the exemplary service that more and more Internet shoppers demand.

Remember to monitor and continually improve your customer relations, because every satisfied customer will then have a reason to come back, while new prospects will have the trust and confidence to do business with you in the future.