Reactive Versus Proactive Post-Purchase Support

No matter how wonderful your web shop offerings or prices, there is one surefire way to lose customers: customer service. When something goes wrong – and something WILL go wrong – it does not mean your web shop is a failure. It is, however, a great opportunity to showcase your proactive customer service abilities, and step up to show your customers you care.

What is the difference between reactive and proactive customer service?

Exactly what it sounds like. Reactive customer service is when you are constantly having to react to situations that arise, including communicating with an unhappy customer. Proactive customer service describes a company that has already thought ahead to problems that could arise, and how to both solve the problem as quickly as possible, as well as leave the customer happy with the way the problem was handled. Although it is impossible to predict every contingency, you can plan how you will keep the customer informed and happy throughout the process.

Here is a quick example to help explain

Let us say you made purchases from shops A and B for the first time, and although the packages were both supposed to arrive last week, neither has arrived. Angry, you write an email to A showing your dissatisfaction. In two hours’ time you receive an email back from shop A’s customer service, with no explanation except that your package will arrive tomorrow. However, web shop B’s customer service informed you a week ago that your package would arrive late, also explaining why and apologizing for the delay. It is not difficult to guess whether you would decide to make another purchase in the web shop A or B.

What are some ways you can be more proactive for your customers?

#1 Channel that post-purchase happiness into giving feedback

• Get their immediate reaction with a short survey option.
• Do not forget to customize your emails with your site’s verbiage – recipients will be more likely to open emails from you.
• If applicable, offer loyalty points or a reward system for filling out a quick survey.

#2 Keep the customer updated on where their goods are

• As soon as possible, give tracking information!
• Explain any major delays before the customer finds out.
• Again, personalize the email so it feels like your web shop; a little bit of humor goes a long way.

#3 Send a follow-up email after the package is delivered

• Often shops forget about this opportunity, but this is a great time to ask for feedback again!
• Include a referral code they can share with friends for a reward.
• For brand strengthening, include links to social media to share their experience / purchase with others.

#4 Announce mistakes before customers find out

• Alert them to the problem and apologize.
• Take a page from the major credit card companies, and use whatever means available – email, text, social media, etc. – to make sure you get in touch with them, and show a sense of urgency.
• Offer discounts on future purchases immediately, or offer to refund if they are unsatisfied.
• Explain exactly what you are doing to fix the issue.
• Make sure they know who and how to get in contact if they have questions or feedback. Sometimes you really want to talk to a live human – so consider making that option available.

#5 Pay attention to what customers are saying online

• If you have included any hashtags on your site or in your communication, check them on social media sites, and respond as much as possible.
• Implement changes from the critiques you read, and alert your followers to the modifications.

#6 Create content that answers frequent customer questions

• Do not waste your customer service representatives time answering, or your customer’s time asking, the same questions.

#7 Offer a live-chat option

• People are on their computers all day; give them an option to immediately get in touch without having to pick up the phone.

As evidenced by the above list, it does not take a ton of money or time to put some excellent proactive customer service in place. Remember to put yourself in their shoes, and see what would make you smile – and come back to shop again, and again, and again…!