Better Web Design Can Improve Customer Service

Businesses can improve customer service and increase profits by enhancing the quality of their website.

Research by eDigitalResearch revealed that an increasing number of British customers are satisfied with their online shopping experience because retailers have made their websites easier to use.

With the number of online shoppers continuing to grow, there has never been a better time to exploit the benefits of online retail although businesses must ensure customer service is a top priority if they are to benefit fully from this avenue.

Businesses must make sure that their websites and all online activities such as social networking operations are as easy-to-use as possible in order to satisfy the needs of all their consumers.

Online shoppers are most satisfied with websites that had accurate browsing features and this was especially the case when the function included a predictive text option in the keyword search tool bar.

Further research by OnePoll, on behalf of BaseKit, confirmed that businesses which have a website that is difficult-to-use will actually lose out on existing and potential customers.

The study found that 70 per cent of internet shoppers will not buy a product from a company with a badly designed website, which is significant news for small to medium-sized enterprises that rely on ecommerce.

Further investigation discovered that two thirds of business owners believe that their website design is more crucial to the portrayal of a company image compared to the location of their head offices.

Modern internet customers expect a website to reflect the status of a business so organisations must ensure that they have operations in place to ensure the standard of their online consumer service.

While online customer service is growing in importance through the advent of live chat website facilities, Twitter and Facebook, businesses must not neglect their offline consumer practices.

Ensuring that telephone customer service is excellent is still vital for businesses as this is often the first point of contact for those consumers who still prefer the human touch.

It is essential that call centre employees provide a friendly impression in order to encourage shoppers to make repeat purchases, which is increasing important during the current economic climate.

Performance improvement consulting professionals can help organisations improve customer service by applying systems thinking business theory which will examine what consumer's value when interacting with a company.

System thinking allows a business to view their organisation from the customer's perspective and will enable them to enhance company processes in order to better meet the needs of their consumers.


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