Customers are happy when they receive a package on time, with the correct contents, and delivered to the right location. Happiness then leads to brand loyalty. But as brand loyalty becomes more desirable in the retail space, businesses must do more than the expected minimum to build and retain customer loyalty.
As online shopping continues to evolve, fulfillment processes are becoming progressively customer-facing. You should use this as just another tool in your arsenal to enhance the customer experience.
Here are four simple ways to turn your fulfillment operations into a loyalty-building machine:
Provide Order Information Every Step of the Way
It sounds beyond simple, but provide customers with tracking information for their orders. Not only is this a great way to check-in with a customer, but this also gives customers a sense of security and limits in-bound inquiries to your support team. You can even automate the message with some clever content and a thank you to give a little added warmth to what can be a cold process.
Add Post-sale Value
The customer just purchased from you, but how will you get them to purchase from you again and sooner? During the pick and pack phase include a value-add in like a discount coupon, a promotional flyer with QR code for a video, or sample. Discount coupons can not only lead them to purchase sooner but can guide them to particular products which don’t have a loyal following yet, especially new products.
Offer an Array of Follow up Options
No one ever impressed a customer by under-informing them. Be sure you anticipate customer need by not only giving them information about returns or product questions, but also a multitude of ways they can contact you.
Some customers like hearing a voice, while others prefer to chat, email, or even social media contacts like Facebook messenger. By acknowledging your customer’s preferences, they are more likely to engage and continue building a positive relationship.
Turn a Frown Upside Down: Make Returns Another Touch Point
Don’t wordlessly process customer returns. Use a return as an opportunity to get information about ways to prevent future returns. Ask the customer why they are returning the item and then upsell or cross-sell products that might fit their need better.
Also, be sure to follow up with another message that apologizes for any issues, offers the opportunity to leave feedback or a discount code for a future purchase. Most of all, be sure the customer’s needs are met and they feel important and not like just another number.
Every touch point with a customer from the website to the moment receive their shipment should reinforce your brand’s value and commitment to customer service. By adding your fulfillment team to the mix, you can easily enhance your customers’ experience and boost brand loyalty.