Companies are constantly working to retain customers and encourage loyalty in order to keep their doors open. Customer loyalty is especially crucial to the survival of online businesses. Impatient buyers have more and more competitors to choose from, and will quickly leave a site if they cannot communicate their questions or concerns in real-time.

In fact, according to the recent Website Communication Survey of some 1,025 U.S. consumers, conducted by 1 and 1 Internet, the ability to contact a business is the most important aspect of using a business’ website for 85 percent of Americans. Conducted in November 2007, the survey revealed an alarming 77 percent of consumers said that they would switch to a competitor if a business website did not provide effective ways to communicate.

The real-time factor

Americans are becoming increasingly keen on real-time live dialogue via the web. The survey found that almost half of consumers (49 percent) use live chat and instant messenger tools in their personal lives 11+ times a month. Over 50 percent of consumers perceive companies that provide communication features such as real-time dialogue, as progressive, advanced, and eager to please the customer. As consumers become increasingly tech-savvy, the demand for easily accessible and advanced communication features is becoming more important for business websites. Significantly, the majority of consumers (72 percent) will spend less than 3 minutes searching for contact information on a website before switching to another site.

Poor communication elicits negative emotional response from customers
Most consumers become quickly frustrated when they are unable to find a way to communicate on a business's website. Approximately 70 percent of consumers have a negative perception of businesses that do not provide ways to communicate directly. A lack of clear contact information such as address and telephone numbers on a business website has elicited a negative emotional response, such as irritation (78 percent) all the way to tears or violence (5 percent). Also, almost half of consumers (48 percent) have felt angry to the degree that they tell someone. Moreover, they report having been most irritated by being unable to find the contact phone number (91 percent) and unable to find the contact email (82 percent).
On the contrary, a successful experience contacting a business can cause 85 percent of consumers to bookmark a business website. The study further showed that 89 percent of consumers expect all businesses to have a website regardless of the size. However, they tend to build better relationships with smaller companies. That's evidenced by the fact 68 percent select an SMB for greater personal attention and over half (51 percent) choose an SMB, over a large corporation, because of the individual relationship they build with the business.

Personal approach to Customer Service provides huge advantages

For businesses to remain progressive and appealing, it is imperative that they use advanced features to communicate with the consumer. Small businesses especially should take advantage of new applications for providing a direct and personal dialogue to consumers.

Furthermore, the survey revealed businesses that provide effective communications features benefit significantly. For instance, 85 percent of consumers said that Availability of contact information is the most important characteristic of a business website.

After successfully contacting a business, almost all consumers (97 percent) agree they would visit the website again and use the business again in the future. Some 93 percent would potentially use the business more frequently and 92 percent would recommend the business to others.
To retain customers, businesses must continually research and develop website tools to maintain an interactive Web presence. Large web hosting companies, such as 1 and 1 Internet, provide communication tools that give online vendors the ability to offer the appeal of personal dialogue. Such communication tools enable SMBs to stand out and better compete strongly against large corporations in their industry.

Businesses that fail to recognize the features that attract consumers to a website, and fail to use the right tools that turn a consumer into a loyal customer, are more likely to fail in satisfying customers who expect support from start to finish.

Conclusion

Overall, 1 and 1's latest research underscores the fact that consumers value an attentive, approachable and easily accessible business. They will not hesitate to move on to a competitor who better understands the meaning of quality of experience. Whether it's the immediate availability of contact information or real-time online messaging, consumers now place high expectations on businesses to provide an instant means of communication.

Business website must-haves:

1. A contact page with phone number, email address and post address
2. A map with directions to the business location
3. Real-time dialogue, such as live chat
4. Quick response time to emails, chat, messages, etc.
5. A signup form to collect email addresses and send out newsletters

About the Author

Andreas Gauger is the Chairman of the Board of 1 and 1 Internet. The 24-year veteran formed his first company at the age of 16. He co-founded 1 and 1 Internet in 2000, and pioneered the one-stop-shop approach to Web hosting. Today Andreas is responsible for the products and strategic direction of the company.

Copyright © by Dedicated Servers, Reseller Web Hosting News All Right Reserved.

Published on: 2008-03-31 (1114 reads)