There are a lot of seemingly small, minor details that we eCommerce storeowners overlook when setting up their stores.
This is usually in the interest of getting the site built, live, and ranked. We put aside things like the Contact Us page, Shipping FAQ, Order Confirmation page and emails. Usually the intent is to go back and finish them once you see traffic coming to your store but many times other things pop up that seem more important and the smaller things get put on the back burner.
Including and/or customizing these pages and emails will have an impact right from the start and they are a big help when dealing with customers after they order.
Before The Order
First off, always include a detailed Shipping FAQ that preemptively answers questions like ‘How long before my order ships?’ and ‘What is your return policy?’ This will save you time answering calls and emails that do nothing to drive your business forward.
Second, you can dramatically cut down on monotonous repeat emails and calls by adding .a Contact Us page that contains links to important informational pages in your site like your Terms and Conditions, Return Policy, and Shipping FAQ page as well as having a contact form.
Many online shoppers also expect both of these pages and not having them (or having but not providing much info on them) can take away from the professional quality of your site. It might even lose you customers.
Remember - for every customer who takes the time to call or send an email there are five who simply leave your store. You can regain some of these customers by working on these helpful pages, most of which can be created in less than a day.
Here are some ideas of what you want to have on your shipping and contact pages: On average how long will a customer’s order take to ship? What shipping methods do you offer? From where is the order shipped? What if a customer’s order is not in stock? What is your return policy?
You can also include specific product information on this FAQ. For example on my Armory site I include a Product FAQ on the same page as the Shipping FAQ. This answers questions like: What is my chain mail made of? Are my swords sharpened? And do we offer custom work?
By answering as many of your customers’ questions as possible on the FAQ you’re eliminating the time you or your customer service team needs to spend answering emails or taking phone calls. Take notice of questions that come up over and over again and add them (plus their answers) to the FAQ. Not every customer will check it before contacting you but some will and any amount of time you cut from customer support is time you can spend on finding new sales.
On your Contact Us page, include links to all your informational pages right at the top so people will have the opportunity of answering their own questions before emailing you. Also include your live chat link and phone number on this page. If you are using a platform like Yahoo that doesn’t include a Contact Us form, I would recommend getting a form you can integrate. There are many free and paid form builders you can use. Be sure to choose one that does not put ads on or around the form; you want it to be a seamless integration on your Contact Page.
A Contact Us form is better than just an email link because it provides the customer with some guidance, which is helpful for both them and you. Before integrating contact forms into my sites I would get email questions about orders but not enough information to look them up. So I would have to write back with no answers to try and get more personal information. Customers don’t like that, they expect you to know who they are and what they ordered by heart. A contact form helps you meet that expectation.
Checkout
If you have the option in your store backend to change your checkout flow, make it one single page. Not every platform allows you to do this so if you find that you can’t, then add steps to the pages to let the customer know where they are in the process. For example, if you have three steps in your checkout process add “Checkout Step 1 of 3” at the top of the first page, and so on through the rest.
You also want to make your action buttons – Checkout, Submit Order, etc - big and bold. Lead the customer through the process with these big trail markers; it helps keep them focused and keeps moving them toward placing the order.
A customer will sometimes realize halfway through checkout that they forgot to look at your return policy and leave checkout to go do it. You can alleviate some of this by summing up the policy and adding it to the top of the checkout page. For example, on my Armory site, I have this copy at the top of the checkout page:
Items shipped upon receipt of payment. Returns accepted for 30 days less shipping and a 25% restocking fee. You must be 18 years if age or older to order. If you have any questions feel free to email us at customercare@a2armory.com or call 877-640-9486 between 10-6 EST.
That sums up all the salient points and doesn’t hide anything or deceive the customer in anyway. Once you have a customer headed through checkout you want to do everything in your power to keep them moving forward.
After The Sale
This process does not end after the Submit Order button is clicked. You also need a good order confirmation page and follow up email for buyers. Most shopping cart platforms have some type of default confirmation page and order email, but these are not good enough. You want to include a message about expected shipping time, links to your contact page, and your store phone number. And you want to include all that information and an invitation to contact you about any questions in your confirmation email.
Maybe it seems silly to you. After all, you had all that info on your site, if people had questions they would have looked at those pages or contacted you before ordering, right? Sometimes but not always - you can’t rely on your customer to search out information you have to provide it.
So make it easier for them to find information and contact you than it is for them to contact their credit card company. Put it all right in front of them so if they do contact their credit card company you can prove they knew your policies. Not only will you have fewer wrongful chargebacks, you’ll have fewer customer problems overall.
In addition to the order confirmation email, you also want an order status email. Even if you have link for online order tracking in your confirmation, you still want to send out a status update once their product ships. Seeing a charge on their card with no shipping confirmation to back it up can cause some people to panic because, again, it’s something they’ve come to expect. You can save yourself a lot of customer service work by keeping your customers in the know.
This email can be very simple - as long as it contains shipping information and a tracking number, your customer will be happy. You can take this a step further and use the opportunity to make an offer on a related product, just be sure to show them the tracking information first and the attempt to get more money second.
Whether you sell a single product or run a mega store like Amazon, simply taking the time to create informative FAQ pages and easy to use contact methods will help your business. It will save you time, make your store look more professional, make your customers happier, and provide you with recourse if a customer complains about your policies.
Checklist:
- Create a Shipping FAQ detailing your shipping methods and return policy.
- Customize your Return Policy page and explain, in detail, the return process and what’s needed from the customer.
- Customize your Contact Us page with links to your information pages and a contact us form.
- Create a Product FAQ and add it to your Shipping FAQ or as its own page on your site.
- Customize your Checkout page(s) with step numbers, large action buttons, and a summary of your return policy.
- Customize your Order Confirmation page and email to include estimated shipping time and contact methods.
- Send a follow up email including the customer’s tracking number, another thank you, and a discount coupon.
Showing posts with label order confirmation. Show all posts
Showing posts with label order confirmation. Show all posts
Thursday, April 1, 2010
Monday, March 22, 2010
Dealing with Chargebacks
Chargebacks.
Sooner or later, all eCommerce storeowners have to deal with them. I know I have.
I’m not saying mistakes don’t happen … but at the end of the day 99% of our stores’ chargebacks are unfounded. And the reasons people resort to them are as varied as snowflakes. Some claim they forgot they ordered, some decide they don’t like the return policy, but most just seem to make up whatever story they feel justifies them going to their credit card company (instead of us) to resolve the dispute.
I’m not bashing my customers, as I said mistakes happen, and there are a lot of people out there who are not trying to be malicious. But malicious or not, chargebacks are a hassle for a busy storeowner. Especially if that storeowner doesn’t know the proper way to handle them.
Do you?
Properly handling chargebacks are part customer service and part lawyer and it’s hard not to get frustrated when you open that big fat envelope from your processor , only to see a name you thought you’d dealt with through the normal return process.
Well, my motto is “don’t get mad, get your money back!” Here is what you should do to totally prepare your chargeback defense.
o Keep all customer and vendor correspondence for at least ninety days. I know people who like to purge old emails at the end of every month. Even though each of my stores has a thirty-day return policy I keep everything relating to a sale for six months. Credit card companies are much more inclined to side with the buyer than the seller- that’s part of their customer service. Even if the customer initiates it after the return policy stated on your site the credit card company will make you prove the sale was legitimate. Keep everything!
o Answer the chargeback with everything you’ve got. Don’t get indignant and send just the sales receipt – that will only mean a second notice with a request for more documentation. Send the sales receipt, order confirmation, shipping receipts including the tracking number, and any and all correspondence with the customer - literally your entire history for the sale. You can send documents from your store, your vendor, your shipper, from where ever and whoever as long as they are related to the sale. Provided you are in the right this will return as a judgment in your favor on the first try.
Now here are a couple things you shouldn’t do:
o Don’t call the customer. Even if you were dealing with the problem personally before, they have elevated it. Calling to try to get them to close the dispute rarely works because they either did it on purpose because they’re not happy with how you’re dealing with them or they don’t realize it is a bad thing for you. Either way it’s usually easier to turn in your evidence and let the credit card company make the judgment in your favor.
o Don’t miss the deadline to turn in your rebuttal. You have a finite amount of time to get your case together (about 7-10 days) and presented. Don’t drag your feet. Wait until the last minute and I guarantee you’ll find you need a copy of something from your shipper that they won’t be able to get to you for a day or so. There is nothing worse than losing money that rightfully belongs to you.
Below are the three most common scenarios associated with ecommerce and ways to deal with them.
1. Merchandise was never received:
Look up the original order and check your records to see if it was indeed shipped. If it has been, input the tracking number into the shipping carriers website to pull up all of the transit/delivery information. Include this with your rebuttal, along with a written statement informing the credit card company that the order was shipped in a timely fashion and supply them with the tracking details.
If the order was not shipped, but is still pending or on backorder (this happens with us because we charge upfront for custom work), check your archive folders for any communication with the customer. Make sure to include all of the emails with your rebuttal, stating that the customer was aware of the delay and willingly opted to wait.
2. Item was returned and credit was not received:
This is by far my least favorite because even if you did refund the money, the credit card company will not check before removing the funds from your account. They assume the customer is correct and you have to prove that the refund was issued before the chargeback went through.
Check to see if the item was received back. If it was, check to see if you refunded the customer. If your company has a restocking fee, make sure to also include this information with your rebuttal. Sometimes the customer thinks the restocking fee is not warranted, and they try to get that money back. So, just send along the proof that you refunded the customer, along with a reason for the semi-credit due to the restocking fee. Sending a copy of your return policy is a good idea as well, just so you have all your bases covered.
3. Couldn’t contact the company to do a return properly:
This is the easiest to handle. I have never lost a fight for this reason. All you need is one email where you give them an RMA and return instructions that include an address. You don’t need to use RMAs but many companies do. If you don’t, then just make sure you send the instructions and an address. If your customer requests this information over the phone - give it to them and then send a follow up email with the same instructions. That way you have some written proof that you communicated with them.
If the merchandise was returned but you haven’t refunded the customer yet, don’t. The credit card company will take the money from your account for the customer plus the chargeback fee - you have no recourse. If you then issue a refund you’ll be out double the money.
If you receive a chargeback for any other reason, make sure you supply the credit card company with adequate information, so you're not stuck holding the bill. Always send a copy of the original order, payment receipt, any email correspondence you've had with the customer, and a typed note explaining why you are disagreeing with the chargeback allegations.
Avoid That Chargeback!
Now let’s talk a bit about how to avoid chargebacks so you don’t have to go through all this trouble. There are simple steps you can take on your website and through customer service correspondence to lower your rate of complaints.
First, include a detailed shipping FAQ that preemptively answers common questions like ‘How long before my order ships?’ and ‘What is your return policy?’. The more information you put in front of the customer, the less likely they will try to challenge you. And if they do go ahead and put through a wrongful chargeback you have that informational page on your site , which shows the credit card company that your customer knew your policies.
Second, having a “Contact Us” page that contains links to important informational pages like your return policy and shipping FAQ page (as well as having a contact form) makes it easier for customers to get in touch with you. A customer is much more likely to go for a chargeback if they have a hard time finding your contact info. And again, this is yet another page that you can forward to the credit card company to prove you were available to the customer.
You can also stem the reversals by providing each and every customer with as much information about their order as possible. Email is your friend. Sending a few simple emails or using functions in the backend of your store to keep your customers abreast of their order status saves time and effort in all areas of customer service.
Set your store up so it automatically sends out an email when a customer places an order. This email should include links to your contact page, shipping FAQ, and return policy. If for whatever reason there is a delay in shipping, especially after it has been shipped, contact the customer right away to let them know. The more goodwill you build the more your customer will trust you and go to you first if there is a problem.
Once the order ships…send them the tracking number with instructions on where to go to track it. Depending on your shipper and your store platform, a customer might need to click on a link or go to a website to track the shipment. Don’t leave it to them to figure out, ,make sure you provide clear instructions for every step they need to take.
These simple steps will lower your rate of chargebacks and make any that do come in that much easier to fight.
Chargeback Checklist:
o Save all customer correspondence for at least ninety days.
o Post contact, shipping, and return information clearly on your website.
o Respond to customer issues and shipping delays immediately.
o Send tracking numbers to every one of your customers.
o Don’t get mad…get your money back!
Sooner or later, all eCommerce storeowners have to deal with them. I know I have.
I’m not saying mistakes don’t happen … but at the end of the day 99% of our stores’ chargebacks are unfounded. And the reasons people resort to them are as varied as snowflakes. Some claim they forgot they ordered, some decide they don’t like the return policy, but most just seem to make up whatever story they feel justifies them going to their credit card company (instead of us) to resolve the dispute.
I’m not bashing my customers, as I said mistakes happen, and there are a lot of people out there who are not trying to be malicious. But malicious or not, chargebacks are a hassle for a busy storeowner. Especially if that storeowner doesn’t know the proper way to handle them.
Do you?
Properly handling chargebacks are part customer service and part lawyer and it’s hard not to get frustrated when you open that big fat envelope from your processor , only to see a name you thought you’d dealt with through the normal return process.
Well, my motto is “don’t get mad, get your money back!” Here is what you should do to totally prepare your chargeback defense.
o Keep all customer and vendor correspondence for at least ninety days. I know people who like to purge old emails at the end of every month. Even though each of my stores has a thirty-day return policy I keep everything relating to a sale for six months. Credit card companies are much more inclined to side with the buyer than the seller- that’s part of their customer service. Even if the customer initiates it after the return policy stated on your site the credit card company will make you prove the sale was legitimate. Keep everything!
o Answer the chargeback with everything you’ve got. Don’t get indignant and send just the sales receipt – that will only mean a second notice with a request for more documentation. Send the sales receipt, order confirmation, shipping receipts including the tracking number, and any and all correspondence with the customer - literally your entire history for the sale. You can send documents from your store, your vendor, your shipper, from where ever and whoever as long as they are related to the sale. Provided you are in the right this will return as a judgment in your favor on the first try.
Now here are a couple things you shouldn’t do:
o Don’t call the customer. Even if you were dealing with the problem personally before, they have elevated it. Calling to try to get them to close the dispute rarely works because they either did it on purpose because they’re not happy with how you’re dealing with them or they don’t realize it is a bad thing for you. Either way it’s usually easier to turn in your evidence and let the credit card company make the judgment in your favor.
o Don’t miss the deadline to turn in your rebuttal. You have a finite amount of time to get your case together (about 7-10 days) and presented. Don’t drag your feet. Wait until the last minute and I guarantee you’ll find you need a copy of something from your shipper that they won’t be able to get to you for a day or so. There is nothing worse than losing money that rightfully belongs to you.
Below are the three most common scenarios associated with ecommerce and ways to deal with them.
1. Merchandise was never received:
Look up the original order and check your records to see if it was indeed shipped. If it has been, input the tracking number into the shipping carriers website to pull up all of the transit/delivery information. Include this with your rebuttal, along with a written statement informing the credit card company that the order was shipped in a timely fashion and supply them with the tracking details.
If the order was not shipped, but is still pending or on backorder (this happens with us because we charge upfront for custom work), check your archive folders for any communication with the customer. Make sure to include all of the emails with your rebuttal, stating that the customer was aware of the delay and willingly opted to wait.
2. Item was returned and credit was not received:
This is by far my least favorite because even if you did refund the money, the credit card company will not check before removing the funds from your account. They assume the customer is correct and you have to prove that the refund was issued before the chargeback went through.
Check to see if the item was received back. If it was, check to see if you refunded the customer. If your company has a restocking fee, make sure to also include this information with your rebuttal. Sometimes the customer thinks the restocking fee is not warranted, and they try to get that money back. So, just send along the proof that you refunded the customer, along with a reason for the semi-credit due to the restocking fee. Sending a copy of your return policy is a good idea as well, just so you have all your bases covered.
3. Couldn’t contact the company to do a return properly:
This is the easiest to handle. I have never lost a fight for this reason. All you need is one email where you give them an RMA and return instructions that include an address. You don’t need to use RMAs but many companies do. If you don’t, then just make sure you send the instructions and an address. If your customer requests this information over the phone - give it to them and then send a follow up email with the same instructions. That way you have some written proof that you communicated with them.
If the merchandise was returned but you haven’t refunded the customer yet, don’t. The credit card company will take the money from your account for the customer plus the chargeback fee - you have no recourse. If you then issue a refund you’ll be out double the money.
If you receive a chargeback for any other reason, make sure you supply the credit card company with adequate information, so you're not stuck holding the bill. Always send a copy of the original order, payment receipt, any email correspondence you've had with the customer, and a typed note explaining why you are disagreeing with the chargeback allegations.
Avoid That Chargeback!
Now let’s talk a bit about how to avoid chargebacks so you don’t have to go through all this trouble. There are simple steps you can take on your website and through customer service correspondence to lower your rate of complaints.
First, include a detailed shipping FAQ that preemptively answers common questions like ‘How long before my order ships?’ and ‘What is your return policy?’. The more information you put in front of the customer, the less likely they will try to challenge you. And if they do go ahead and put through a wrongful chargeback you have that informational page on your site , which shows the credit card company that your customer knew your policies.
Second, having a “Contact Us” page that contains links to important informational pages like your return policy and shipping FAQ page (as well as having a contact form) makes it easier for customers to get in touch with you. A customer is much more likely to go for a chargeback if they have a hard time finding your contact info. And again, this is yet another page that you can forward to the credit card company to prove you were available to the customer.
You can also stem the reversals by providing each and every customer with as much information about their order as possible. Email is your friend. Sending a few simple emails or using functions in the backend of your store to keep your customers abreast of their order status saves time and effort in all areas of customer service.
Set your store up so it automatically sends out an email when a customer places an order. This email should include links to your contact page, shipping FAQ, and return policy. If for whatever reason there is a delay in shipping, especially after it has been shipped, contact the customer right away to let them know. The more goodwill you build the more your customer will trust you and go to you first if there is a problem.
Once the order ships…send them the tracking number with instructions on where to go to track it. Depending on your shipper and your store platform, a customer might need to click on a link or go to a website to track the shipment. Don’t leave it to them to figure out, ,make sure you provide clear instructions for every step they need to take.
These simple steps will lower your rate of chargebacks and make any that do come in that much easier to fight.
Chargeback Checklist:
o Save all customer correspondence for at least ninety days.
o Post contact, shipping, and return information clearly on your website.
o Respond to customer issues and shipping delays immediately.
o Send tracking numbers to every one of your customers.
o Don’t get mad…get your money back!
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