Starting an Online Business All-in-One For Dummies®, 3rd Edition

Enticing Customers to Stay

Figuring out why customers no longer purchase from your site is only half the battle of winning them back. To win the war, you have to take care of returning customers and ensure that they don't leave again. That's harder than it sounds because, after you have customers back “in your pocket,” you can easily take them for granted.

If you offer a sensational deal to only new customers, your loyal customers may feel left out and underappreciated.

Well, your customers are spending money with you. They're faithful to (or have a renewed faith in) your brand. This section helps you figure out what you can do for them.

Giving them blow-your-socks-off service!

You can bet that if you finally win back a customer, you had better not disappoint her. The first area you're graded in is customer service. No longer can you squeak by and maintain the status quo. After wooing a lost customer, you have to step up your game.

Status quo service involves doing what is already expected of you, such as in these examples:

• Provide a quality product (or service).
• Give the basic information that's necessary to make a purchasing decision.
• Be available for questions or support.
• Make the ordering process simple and efficient.
• Deliver the product as promised.
• Make post-purchase support readily available.
• Clearly post customer policies on your site.
• Honor your policies and terms of ...