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07:39 17th March 2011
Online retailers often overlook the importance of having great customer service in favour of strengthening their brand, according to Suzy Radcliffe, retail strategist at Wolff Olins, a brand consultancy.
The expert said companies would often concentrate heavily on sales, but miss out on the chance to gain customer loyalty due to that emphasis.
?"Lots of retailers are very focused on the website and obsess over the website and optimising sales and breathe a big sigh of relief once the package has been sent out, but actually it's after that you have so many opportunities to get it horribly wrong or to get it really right," she said.
"That is a really fruitful area for retailers to start building brand loyalty and brand advocates by offering superb customer service.
She said businesses should be ready to react fast if something doesn't go according to plan.
Her comments emerged as a YouGov survey carried out on behalf of Wolff Olins revealed that 80 per cent of people would not be enticed to shop online if there is a complicated returns process put in place by a company.
Posted by Hannah James
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