Wednesday, June 08, 2005

Prompt Seller = Happy Customer

We mentioned that the key to customer satisfaction on eBay is to assail the drawbacks of online shopping with good customer-service policies. Another drawback you need to neutralize is the delay of gratification that customers experience when shopping on eBay.

Think about it: When you go into a brick-and-mortar store, you buy what you want and you have it in your hands immediately. That instant gratification is the basis of the concept of “retail therapy,” and that rush is an essential element to happy customers in the brick-and-mortar world. Despite all the other positive attributes of shopping on eBay, one thing that is severely lacking for customers is the aspect of instant gratification.

For this reason, promptness is a virtue for eBay sellers. Providing a quick response to questions from potential customers sends the message that you are a conscientious seller. Sending timely invoices to winning bidders makes them feel that they’ve made the right decision to purchase from you. Prompt notification of payments received shows buyers you’re on the ball. And the pinnacle of promptness is to ship off merchandise quickly, as soon as payment is made.

Amy, one of the authors of this book, has made it a standard practice in her eBay business to ship all goods within 24 hours of receiving payment. While it occasionally makes for stressful days packing large orders of merchandise, the practice pays off nicely in customer satisfaction. Frequent feedback comments not only express delight with the merchandise, but they also include statements like “Quick! Quick! Quick!” “Shipped lickety-split!” and “Faster than a speeding bullet!” (It’s always nice to be compared to Superman.)

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At 1:29 PM, Blogger Frank Ross said...

Thanks Phil, looking forward to your book. Lots of books on Ebay but not than many that are current. Now, as well as being prompt to ship, it's great to offer your customers expedited shipping options (like overnight shipping if they want to pay extra for it) -- Frank


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