Websites do not exist in isolation. They are apart of the overall business which means they are closely tied into things like the sales process and customer support.
Nowhere is this more true than on ecommerce websites as I discussed in my presentation ‘unbelievable ecommerce’.
I experienced a recent example of this that really drives home the point.
My Christmas present this year is a Jawbone UP. On the surface this looks like an amazing device that tracks my exercise, diet and sleep patterns. In fact I was so impressed by what I read on their website, I pre-ordered one.
Unfortunately, it turns out many (although not all) of the devices has a defect that means it doesn’t hold its charge.
I am obviously disappointed that my Christmas present (which I still have not tried) could well be a bust. In fact I was so disappointed that under normal circumstances I would be having a good old moan online and making sure I put off my followers from Jawbone for life.
But these are not normal circumstances. The guys at Jawbone realise that in this connected age, unhappy clients can cause one hell of a stink and that customer service is a crucial component of ecommerce.
They have therefore offered a no questions asked refund. They will give you a refund with no receipt, no packaging and no reason as long as you have a serial number printed on the product.
What is more they let you keep the UP and continue supporting you as best they can. If the device stops working, they will even replace it.
So instead of moaning about how shit Jawbone are I find myself blogging about exceptional customer service. That people, is how to turn a PR disaster into a major marketing opportunity.