Outstanding customer service is something that many companies make claim to, but how do you convince prospects that your business will go above and beyond? How do you make your website an extension of the outstanding customer service you deliver in person? We looked to four customer service leaders for inspiration.

Tell the “Wow” Stories

Ritz-Carlton’s  customer service has been widely recognized. In each hotel every day, every department meets to share stories about customers who have been wowed by their services. We find a selection of these stories on their website.  Stories That Stay With You: Unique and Memorable Moments from the Ladies and Gentlemen of The Ritz-Carlton, makes customer service interesting and compelling to the website visitor.

Build a Customer Service Page

Wegman’s is a grocer that consistently ranks high in customer service. On a a recent Bloomberg Businessweek survey, 60% of respondents would recommend the brand. Visit Wegman’s website and the Customer Service page is a convenient one-stop shop for any and all info a consumer might need. From frequently asked questions, to actual phone numbers, and a store locator, Wegman’s anticipates customer needs well and neatly compacts the info in one convenient place.  A website that does this well can effectively reduce customer wait times and free up staff for other assignments.

Add Convenience

Automaker Lexus (Ranked 7th on the same survey) uses its website to build in convenience for busy customers. Once enrolled in My Lexus, an owner can  conveniently schedule service appointments online, access their complete service history, or download ownership manuals. Imagine, no more digging out a paper invoice out of a file cabinet to see when the last time you had new tires installe

Be Helpful

Home of “the Helpful Hardware Man,”Ace Hardware extends customer service online through the Projects and Solutions area of its site. Expertise is shared through interactive project videos, step-by-step how-to’s, and the Helpful Hardware Man’s Corner. Customers know where they can find assistance with their projects. Are you doing the same for your “DIY” B2B customers?  “Projects sell products,” we used to say when I worked at a home center publication years ago. Similarly in foodservice, recipes and menu ideas sell ingredients.

What these service leaders demonstrate is that website content can not only sell customer service to a prospect, but also extend customer service by helping customers find the information they need online. While face-to-face customer service is highly valued, these companies recognize that buyers increasingly go online to interact with the brand. Smart marketers will maximize the customer experience in both places.

Are you ready to think differently about how you approach your website content? As professional content strategists and contest writers we can help you determine the content that will best support and sell all aspects of your brand, including service.  We can help you find and tell your customer service stories; organize and write an effective customer service page; enhance customer convenience, and share your know-how.

Give us a call, or send us an email. We’ll respond right away, either way.

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