Does your web customer service walk the talk?

I have been a customer of Charles Schwab for many years. They were innovators in online share trading and were quick to develop a terrific user friendly website that has been very successful. 

When is comes to customers service they talk a great game. Earlier today, I logged on to their site and sent Customer Services a question. A little later I had an email response. It said

'Thank you for contacting Charles Schwab & Co., Inc. - where outstanding service is our goal every day. This is a confirmation notice that we are in receipt of your email. Your email is very important to us, and you should anticipate a reply within approximately two to three business days. We sincerely appreciate your business and look forward to serving you.'

Mind the gap!

It's great that Charles Schwab have a goal of 'outstanding service every day'. It's certainly better than having a goal of inferior service every day. I am delighted they consider my email important. 

I know I have high expectations but a response of two to three business days for a company operating in any business, yet alone online share trading, is far too long. It leaves a big gap between expectation and delivery.

A cunning plan

It may be part of a cunning plan, where the reference to 'two to three business days' might be intended to lower customer expectations for Schwab to then 'over deliver' by responding in one to two business days.

If so, it failed. In an earlier blog (When was the last time you delighted a customer?) I wrote how amazed I was when Amazon responded to my call back request  within 2 seconds. That's what I call great service and a great web marketing strategy.

Web marketing tips that any business (large or small) could apply to increase provide great customer service and customer lifetime value:-

• Don't imply you offer great service if it is well below the best in class. Consumers are not stupid

• Make it easy for customers to contact you when they have a problem - then you have a chance to fix it and keep their business as well as solve a problem that may be affecting many more customers who can't be bothered to contact you

• Make the website simple, fast and easy to use. Study your web metrics to find out what's working and what isn't.

 

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency (based in Wiltshire & Bristol) which helps companies to attract and keep valuable customers online.