Customer service has evolved from the traditional method of fielding phone calls and handwritten letters. In the era of e-business, flashing phone lines are becoming a thing of the past. Now it’s customer service via e-mail, and many small business owners are becoming very good at it.

Quality e-mail customer service can be tougher to achieve than with traditional methods. According to Peg Fischer, a consultant from Peg Fischer & Associates, Racine, Wis., a drawback to customer-service e-mail is there aren’t always pre-existing relationships, and there are a lot of assumptions that go with e-mail.

“When someone calls and is not an existing customer, you can ask about their business and get a feel for who they are and what they know about you,” explains Fischer. All of that is missing unless the e-mail is coming from an existing account.

Even though you may not remember what life was like before e-mail, many business owners and managers have still not perfected the art of e-mail customer service.

Therefore, small businesses should prepare and plan to decide how they can give the best customer service over the Internet and e-mail.

Customer service via e-mail is an important skill to grasp; a lot hangs in the balance if e-mail questions, complaints and comments are not handled correctly or to the customers’ satisfaction.

There are common-sense “do’s and don’ts” with e-mail, as with any form of communication. These aren’t hard to follow, nor are they costly, but if ignored, the ultimate cost is angry or lost customers.

  • Make an impression worth remembering. “Small businesses need that initial relationship to be based on good footing to let them know what kind of company you are,” says Fischer.

  • It is crucial to respond immediately to e-mailed questions, concerns, or problems with a product or service. Respond to e-mails the same day they are received, or at least within a 24-hour time window.

  • Standardize one out-going attachment message to inform first-time customers about your company. It should contain standard company data: name, address, phone number, fax number, e-mail address, and company slogan or summary. Fischer notes this should be consistent, have proper spelling, and be professional to fit the company’s style.

  • Respond promptly and properly to the problem by directing it to the correct person to ensure a positive experience for the customer. Is it a situation that a customer service representative can handle or should it immediately be forwarded to a manager?

  • E-mail often lacks contact information, thus websites need a standard form for e-mail responses. “Many businesses miss that in the initial design,” says Fischer. “Small businesses need to gather all the information they can to call a person back.” Include a place to enter a phone number, fax number and e-mail address.

  • Sometimes it’s better to call a person back rather than e-mail, says Fischer, because it’s difficult when no relationship exists between business and end user. “If it’s an existing account, then it’s okay to e-mail them back.”

  • Plan an easily accessible spot for FAQ’s (frequently asked questions) and answers. This will help limit the number of direct e-mailed questions.

  • Really listen to the customers. They are the ones visiting the website, giving word-of-mouth free advertising and buying products.

Quality customer service, whether over the telephone, in person or via e-mail, is key to keeping customers happy. As jan/san distributors are well aware, happy customers are essential in running a healthy business.

Before upgrading a website to include customer service options, make sure that your company has the support staff necessary to produce quality online customer service.

As Fischer notes, small businesses are different than retail businesses where customers come and go. In this industry maintaining repeat business should be the goal.