“I promise I will
never visit that website again. I will never buy anything online from
now on. What do they think? They can do anything with my money? And I
am not getting any good deal from them for that matter. It’s all a
bluff. They deceive people by luring them with special gifts. I wish I
could sue them.” Mr. Gonzoz was so very angry with gifts4lovedones.com.
After his purchase of a gift for his wife on Valentine’s Day the online
company charged him twice for the gift saying some kind of membership
fees etc without his knowledge. Now looking at his bank statement Mr.
Gonzoz is frowning about the extra transaction which he never did. He
is not more into computers and online shopping. This was his first
online purchase and now he thinks all online companies are bogus. They
are here to make money and not for service. There are several online
customers who think akin. All this seems very true, otherwise there
would be no disputes filed against merchants. One dissatisfied customer
means losing a whole group of people. There are millions of people who
shop online today and fewer than more have grievances. Everything boils
down to one point “customer”, whether online or not, a customer is
always a customer. Once lost he will never be back. What should be done
to retain customers? What are the ways customers can be made happy? No
doubt every company today has customer service twenty four hours with
1-800 numbers but the question is- Do we have a company which has 100%
or even 98% customer satisfaction rating? All certifications,
accreditations, affiliations and other credentials of a company are of
no use if the customers of that company are not satisfied. Technology
has given way to numerous feedback formulae and methods so that
customer satisfaction can be gauged. Millions of surveys today make web
a whole lot confusing than ever. Reviews written everyday about
products/ services seem to be of less use to a customer who wants a
basic functional product at a good price. For instance, eBay, what kind
of customers visit the site? What kind of feedback do they give? Are
they really satisfied? All the math and formulae; methods and modules
that eBay may change or improve on, the million dollar question is-
Will all this bring back the customers who have switched to other
sites? Customers like Mr. Gonzoz who are indifferent about trying
something online are a far catch! |
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What can be more challenging than “Customer Satisfaction”? |