Getting E-Customer Service Right

By Doug McElhaney, Business Consultant, Small Business Development Center, University of Georgia

Attempting to define customer service can be difficult. Everyone has their own definition. As a supply chain logistics professor, I spend a lot of time working with students and companies defining e-commerce customer service. As consumers, we are ordering more products on the web. Companies are spending billions on digital marketing and placing orders has never been easier. A couple of clicks and the purchase has been made. This article will explore how customer service can be enhanced with product delivery. As a consumer, there is nothing more frustrating than getting the wrong or damaged product delivered to your door. If you are in the manufacturing or transportation industry, this article should help identify areas that need to be managed and monitored so that sales and customer service levels will improve. Customer service begins by adding value to the consumer. However, what is value and how is it created? In a nut- shell, value is benefits minus cost.

Customer service is complex, but it does not have to be. Great e-customer service begins with fulfilling all of the following rights:

Right product

Right place

Right time

Right quantity

I feel as though we have transformed from a next day delivery society to the same day. Our expectations, as consumers, are becoming more demanding. Last mile delivery is growing due to customer’s demands. Our lives have become so full of business travel, baseball practice, piano lessons that we are looking for any ideas or services to make our lives a little easier. Thus, the demand for value has never been greater. However, the customer is not completely off of the hook. When placing an e-commerce order, it is important for the customer to double check addresses, product numbers and any other pertinent information.

In summary, e-commerce will continue to grow due to the value it gives consumers. It saves time, gas, energy and who wants to be stuck in a slow checkout line when you can have it delivered to your door. As a former transportation executive, I can promise there is a lot of effort that goes into the six r’s of delivery. So, the next time you get the right product, to the right place, at the right time, in the right quantity and quality, don’t forget to thank your delivery person. They have completed a difficult task.