As more entrepreneurs enter into online commerce, many make a common mistake: they get so involved with
technology that they forget that there's a live person on other side of computer screen. They forget that they're dealing with PEOPLE. As a result, Internet has begun to get a reputation for being cold...lacking in personal touch. And it's this personal touch that forges a strong customer bond. Ignore this and you may find your customers drifting over to your competition.
You must give them a reason to stay loyal!
Did you know that sixty-eight (68) percent of customers who quit buying from a company do so because they feel that company doesn't care about them? Just their wallets?
And never assume that since you don't hear any complaints that all is well. Of above mentioned sixty-eight percent, 96% will not let you know how they're feeling...they'll just disappear.
And though they wouldn't tell you, rest assured that they'll probably tell their friends - statistically, one person usually shares a bad experience with nine other people. And 13% will even take this one step further - spreading bad experience to 20 or more.
Can you see, by not reinforcing customer satisfaction and loyalty, that this could become a costly business mistake?
Savvy marketers make sure to establish this human connection early...one of easiest (though often overlooked) tools to launch a strong relationship is a well-executed order confirmation message.
A well-planned confirmation message is often first contact a merchant makes with a customer after initial sales letter. It doesn't have to be elaborate...just make sure you're not missing basics.
For instance, does your message hit following ABC's? A - (A)cknowledge Their Positive Action.
By instantly reinforcing their wise decision to purchase your product, you may be able to head off a number of cases of 'buyers remorse,' thus cutting down on refunds.
With ezine signups, by sending a confirmation message, you're reminding a prospect that they'd requested information. Often subscribers forget that they've signed up. Or, someone may have signed them up without their knowledge or approval - a confirmation message notifies them of action.
