Setting Your Customer Service Ambition
As an online store owner, you are first and foremost in “business-business,” not customer service business. So you need to balance your ambition, capabilities, costs, and outcomes very carefully.
The stats that claim customer service is the ultimate cure for almost everything which ails a business won’t help you develop a balance in your business. When did you last see a stat showing the costs of delivering the ultimate service experience? Not too recently we bet.
The usual starting point for most web stores is to aspire to Zappos-like customer service levels. But Zappos was built from the ground-up on service. And your store was built from the product and brand up! That’s a big difference.
The majority of B2B advice says online store owners should always aim to surprise, wow, amaze, or even delight their customers with completely awesome, unbelievably stunning, next-level customer service.
The problem? This is bad advice!
If your customer service efforts are aimed on delighting customers, and you do not address that customer service gap first, you will:
End up investing more in customer service than it’s worth to your business.
Keep on losing customers!
Let’s bust some customer service myths to help explain.