The Three Elements Of A Customer Service Manifesto For E-Commerce
If you already have a short brand statement, great. Struggling to determine what a brand statement is?
It’s the one big statement about your brand that you believe makes you stand out from all the others! Try filling in the blanks in this statement: “Here at ……………………. we believe that ……………………. and that’s why we do what we do.”
Write that down. You can follow the above or create your own in 50 words or less. Not quite there yet? Take a look at Marty Neumeier’s classic presentation on branding. Now, think about the following:
What was missing in the market that triggered you to set up your store?
What are you most passionate about?
Why did you choose your product rather than something else?
It might take a little crunching, but once you have defined the one big reason your brand exists, then it’s time to look at your next big statement — your value proposition.
What’s your value proposition?
When online shoppers visit any online store they have a set of expectations in their minds. And they are looking to have the following questions answered before they decide to buy:
Does the price fit my budget?
Is this the right product for me?
Can I get it when I need it?
Do these people look like they will take care of me?
To help answer those questions you will need to write out a short statement that covers each one. So again, in as few words as you can manage, try answering each of the following:
Price: What is your single strongest price advantage?
Product: What is your single biggest product benefit?
Service: What is your single strongest service advantage?
Delivery: What is your single biggest delivery advantage?
Remember that Everlane example we looked at earlier? Take another look. The company manifesto focuses on two main elements: Price and Product. Everlane covers both of those things very clearly, so there’s no guessing about their company focus. That’s the kind of thing we’re getting at here.
The third statement Everlane makes — “Always ask why” — appears to be partly about customer service, partly about them. It’s their “customer service statement,” and it’s a good statement, but we think it could be better. And that’s what we tackle next…
What’s your service ambition?
The last big statement we are looking for is most closely tied to your customer service promise. This will set very clear service expectations. So be certain you can consistently deliver on this one — every single time!
The key question to ask yourself is where is your customer service strongest? Is it in terms of:
Resolving issues in a short timeframe?
A personal, human approach?
If you already know your one big customer service advantage, then write it down — yep, again, in 50 words or less.
If you are struggling, take a look at the points below. Think about where you get the most compliments. If you base your big service statement on that, people will see the proof in your loyalty seals and feel it in every service interaction.
We are always super-friendly and positive!
We promise to listen to all your concerns.
We are always easy to reach.
We promise to resolve all your issues, no matter what it takes.
We will admit when we made a mistake.
All our team are fully empowered to do whatever it takes to make you happy!
Now that you have your last big statement for your manifesto, we can put them all together.