The Definitive Guide To Customer Service For Online Stores | ROBIN
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1.1
Chapter 1: The three principles of great customer service

Mind The Customer Service Gap

In the introduction we explained that great customer service from small online retail stores is the thing that will get them maximum customer loyalty — with minimum effort. Ultimately, that means a more profitable web store.

To help you get there, we developed three principles. Adhering to these principles will help keep your eye on the most cost-effective path to customer satisfaction and loyalty. We’ll introduce them to you briefly below.

Mind the gap

But first, check out that stat in the image above: 80% of companies believe they deliver “superior” service, but only 8% of their customers agree. That’s just one part of what’s called the “customer service gap model” — a proven service industry standard for assessing the gaps between service expectations and delivery.

We’re going to focus on two things for the small online retailer:

  • The gap between what we think is good customer service and what our customers see as good customer service.

  • The gap between what you as a store owner may think you need to do to deliver great customer service and what you actually need to do.

We want to help close and avoid both of those gaps. Along the way, some things may push you out of your comfort zone. But that’s where the magic happens. At the stage of business you’re in, we know you can handle it.

After a quick look at the principles, we’ll take a reality check on your customer service ambition, then get down and dirty with satisfaction and loyalty, and we’ll bust some myths along the way.

The three principles

Sound good for now? Then let’s roll!

Customer service gap
Read the rest of the chapter:
  • 1.1 Mind the gap

  • 1.2 Setting ambition

  • 1.3 Busting myths

  • 1.4 The 3 principles

The definitive guide to customer service
The definitive guide to customer service for online stores
  • Introduction
    • 0.1 Preface
    • 0.2 Competitive battle
  • Chapter 1: Principles
    • 1.1 Mind the gap
    • 1.2 Setting ambition
    • 1.3 Busting myths
    • 1.4 The 3 principles
  • Chapter 2: Manifesto
    • 2.1 Setting expectations
    • 2.2 Three elements
    • 2.3 Putting it together
  • Chapter 3: Strategy
    • 3.1 The 4 pillars
    • 3.2 Removing obstacles
    • 3.3 Soft skills
    • 3.4 Operational insights
    • 3.5 Competitive insights
    • 3.6 Strategy summary
  • Chapter 4: Model
    • 4.1 Customer experience
    • 4.2 Simplicity & Flow
    • 4.3 Your home page
    • 4.4 Product pages
    • 4.5 Support content
    • 4.6 Optimizing checkout
    • 4.7 Channel strategy
    • 4.8 Measuring success
  • Chapter 5: Roadmap
    • 5.1 Win with conversation
    • 5.2 Relational shoppers
    • 5.3 Emotional connection
    • 5.4 Human conversation
    • 5.5 The Roadmap

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0.2 Competitive battle 1.2 Setting ambition
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