Q: Frequently, we get phone calls from customers who need to know anything from driving directions to our store, to information about returning a purchase. Is there any way to handle these tasks on our Web site?

Give some thought to providing information that will either allow customers to help themselves, or will help you to manage their expectations. Most of them will effectively help you retain customers, which is less expensive than finding new ones. And providing tools for them online will make them value their relationship with you even further.

The #1 Must-Have Customer Service Content

…is your contact information, and it’s surprising how many Web sites lack this basic piece of information. Sometimes the only reason someone looks at your Web site is to get your phone number, location, postal mail, or email address. Make sure your contact information is found on every page of your site, including your homepage, since engaging in a relationship with your client or customer is your number one goal.

Your Location

Providing travel directions, including a map, is a great way to make it easy for customers to find you. If you are located in an office building with several stories, or if one parking lot is better than another, then cite that information, too. While you are at it, make sure your business hours are posted on your homepage.

Providing location and business hours on your site will save you time and money since your staff won’t need to spend time on the phone repeating this information over and over again.

Returning Purchases

Whether or not you use e-commerce to sell your products, you can make it easy for customers to understand your return policies, and perhaps even return their purchase more smoothly.

The key is to manage customer expectations. At the point of purchase, make sure your return policy is very clear, then repeat the identical information on your Web site. In addition, consider providing the address a package must be mailed or returned to, the process for obtaining an RMA number, and your process for issuing credit. By managing your customers’ expectations, you’ll be providing a more positive experience to them. You’ll be saving the time you would spend fielding questions by phone, and may even avoid a disagreement.

Assembly Required?

If you sell products that must be put together, or provide any types of goods or services that require a process or background information, then providing the answers through Frequently Asked Questions (FAQs) is a great way to make it easy for customers to get answers, and to save you from answering them over and over again.

Think of those questions your clients or customers ask you repeatedly, and find a way to provide the answers they need on your Web site. It’s easy to provide applications, forms, diagrams and drawings, step by step instructions, policies, or any content that will make it easy for your customers to help themselves, once again, saving you time and money.

Spend some time thinking about those customer issues that could just as easily be managed online, and you’ll find their implementation will make your business more efficient, too.

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