Last week we were in the market to purchase a new computer for our office. As typical, tech-savvy Gen Xers, we researched & compared prices using the web and then purchased online. Following the purchase we received a nice automated email confirming our order and giving an approximate delivery date. A straight forward purchase and now we just had to wait for the goods to arrive (hopefully).

The next morning we received a phone call from the shop to acknowledge our order and give a definite delivery date. Not an email but a phone call from a real person. It was a great touch. We were happy enough with the ordering process but to have that personal contact allayed any doubts about whether the goods would actually show up at our door. It was a 1 minute phone call but it made a profound difference to our experience (I wouldn't be blogging about the purchase otherwise).

How do you handle your online orders or enquiry emails? My recommendation is to take the communication "offline" as soon as you can. (IMHO, a phone number should be a mandatory field on any enquiry/order form.) Most of us prefer to deal with real people and an email response is not the same as a phone call.

Email is the easy option. Sending an email has a built-in buffer that makes it less daunting than having a real conversation. It's how most businesses would respond (if they respond at all) and it's probably what most people expect. So picking up the phone will put you ahead of the pack and exceed your clients' expectations. Sounds worth the effort to me.

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Posted in: Strategy