Last updated on: June 30th, 2017 In an era when people are bombarded with more information than ever before, excellent communication skills are critical. How critical? Digital marketing expert and trainer “the Greatest Skillset of the 21st Century,” one that has more of an impact on a person’s income than their education or formal training. Great communicators can drive people to think, laugh, cry, and feel anger. The importance of communication holds true for businesses as well. The organizations that can properly communicate with their customers and prospects are the ones that tend to succeed. Communication is especially important if your customers are facing an unexpected inconvenience or setback, such as your site being down for maintenance. Here are a few guidelines on how to keep your customers happy when your website is offline because of maintenance. Using Twitter to let fans and customers know that your web site will be down is a great idea. Send a proactive notice You might be surprised by what people will be willing to put up with, as long as you let them know in advance. If an important part of your site is going to be down for maintenance, you want to let your customers know as early as possible. And don’t just send one message: remind them multiple times in the weeks and days leading up to your site going down. Though your customers may still be frustrated by your site going down for maintenance, most people understand that things in the digital world need to be repaired from time to time. As long as you give them plenty of notice and your site isn’t down for an extended period of time, it shouldn’t cost you any customers. Obviously, if your site goes down unexpectedly, it’s not possible to send a notice ahead of time. But you should still let people know as soon as you can that they can expect to have trouble with your website soon. Explain the benefits You aren’t going through the trouble of having your website down without a reason. In fact, there’s a good chance that the reason your website is down for maintenance in the first place is so that you can provide a better level of service to your customers, or improve what you have to offer. So let them know about it! After you inform your customers that your site will be down, you might send out a message letting them know why the downtime will be worth the wait. Maybe you are to make it more user-friendly. Or perhaps you are launching a new product or service that will solve a problem your customers have had for quite a while. Whatever the case may be, use this time as an opportunity to get your customer base excited about the future of your organization and its offerings. It’s also a great way to draw back the curtain and show them what it’s like when you are working on something new. Respond to correspondence quickly When your site is down for maintenance, it’s a good bet that there will be a number of customers calling or emailing you for help. Even if you sent out advance notice that your site would be down, there are probably some people who will be caught off guard. Other customers might not have been aware of the exact length of the downtime, and still others may have simply forgotten. Whatever the case may be, don’t leave people waiting and confused about why they can’t access your site anymore. Doing that is a sure path to creating annoyed customers.
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March 2018
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