Running an e-business comes with many opportunities.

However, in this case reputation is as important as it is for brick-and-mortar stores. If it’s good, you are on a straight road to success. If not, you should do everything in your power to change the customers’ opinion about your business. Below you will find simple steps that will help you achieve this goal.

1. Don’t make the customer
wait for an answer too long

Everybody knows how important communication with the customer is, especially when it’s the client that wants to get in touch with you. In this case we must closely monitor all platforms associated with our e-commerce business – e-mail and social media in particular, as they are always at hand these days.

2. Make a list of
frequently asked questions

As suggested in the first tip, you should deal with any doubts on the customer’s side and answer all their questions. To do this as efficiently as possible without engaging in direct interaction, include “Help” or “FAQ” sections on your website. This will allow the client to find the information they need at once.

3. Maintain a personalized relationship with your customer
that goes beyond their order

One of the things that are seen in a positive light during online shopping is updating the customer at what stage of delivery the order is at the moment. For example, people like to get an e-mail informing them that their package has been sent or that it will be soon delivered to the address indicated. It’s also worth it to send personalized e-mails with reminders about our services / products. Personalization should concern not only the individual approach to the customer and their recent purchases, but also the very form of e-mail. It turns out that e-mails that are easy on the eye, e.g., their color palette is associated with the store’s profile, are better received than the ones that only contain neutral content.

4. Keep in touch within reasonable limits

If you send e-mails to your clients too frequently, you run a risk of putting them off. Over time, customers can simply start seeing your messages as spam. That’s why it’s important to maintain relations within reason.

5. Avoid excessive discounts

As it happens with most things, discounts have their good and bad sides too. On the one hand, lower prices will attract clients, but on the other hand they can be a source of arbitrage (i.e. a purchase of goods at an attractive price and reselling them at a profit). To prevent this from happening (as it could lead to a negative brand image), we should introduce a purchase limit, e.g., allowing our clients to buy only two pieces of a given product at a promotional price, or introduce relevant clauses in the Terms of Use of our store, prohibiting the resale of goods purchased.

6. Maintain good relations not only with customers,
but also with other entities in the micro-environment – particularly suppliers

Something that will help you maintain a good image associated with affordable prices is a good relationship with suppliers. You will be able to offer prices that will convince customers to come back to your store, and at the same time you won’t fall victim to arbitrage.
Remember that a disappointed customer will share their experience with ten people, while a satisfied one only with three. You can see that the stakes are high when it comes to creating the brand of your e-business.