This is a guest post by Sachin.

B2C relationships are very different in an online situation. First impressions, trust and security are essential for winning and retaining customers.

Customer service has changed dramatically since the introduction of secure online shopping. There are many aspects of online shopping which completely negate traditional customer service practices, but this does not mean that customer service is no longer of vital importance. Whilst a physical smile is no longer necessary, a virtual smile is required more than ever before, because your business is being judged and reviewed in manners that are completely out of your control. Here are 4 crucial factors for managing online customer expectations:


Website

First and foremost, the way that online customers view your company will be down to your business website. First impressions have always been important, but with websites this relationship is more repetitive (first impressions apply on every page of the website) and more dependent upon arbitrary rules. An example of these rules is the idea that customers will not wait longer than 2 seconds for a page to load. This is tantamount to expecting a smile and a greeting upon entering a shop but it is far more prescriptive. The way that a web page looks, how easy it is to navigate, and even the number of pages it takes to reach the desired information will all have a bearing on the success of your business in the online market. Website design is a crucial element of every online business and it is now important to construct this initial interface with multiple platforms in mind. Always remember that usability is essential, no matter where or when a customer decides to visit your page.

Security

The security of information and payment transfers is vitally important to the customer and this is particularly true with online transactions. This is a harder element to demonstrate but there are ways that you can assure the customer. Using payment systems like PayPal will enable you to benefit from the trusted status of this big brand. Piggybacking on this success is probably the most sure-fire way that you can demonstrate your web security. Another important element is putting a quality returns policy in place. Customers who are purchasing online want to know that their satisfaction is of the highest importance – they will want to be able to return an item if it is not to the expected standard.

Contact Points

Customer interface is still important – even in an online environment. Customers want to be able to have their say, leave reviews and, most importantly, complain to a real person if something goes wrong. For this reason, they will need to be able to reach you even though you will not necessarily have a permanent address. To make this contact point as easy as possible, you can establish a corporate phone system where customers will be able to contact you. Even if this is a number that gets forwarded to your mobile phone, having a reliable contact point will boost your chances of getting and retaining customers.

Trust

Trust is a huge element of online transactions. Trust depends upon security, how easy you are to contact and how good the products are. Most importantly, however, trust is determined largely by the brand that overarches your company. Just as people will trust a local butcher with local produce more than a supermarket, people will trust a company which has a respectable and moral brand. Developing a brand is difficult but as long as the core message of your business is respectable and well presented, a good brand will be spread through word of mouth following every seamless transaction.