As we begin our search for a full-time customer service team member at Lifetime Creations, it’s been a good exercise to reflect upon how crucial reviews and customer service have been to our growth and what we expect the person in this role to achieve.

On the retail side of our business, we’re approaching 3,800 Etsy reviews with a 5-star average rating. It’s not something we take for granted - nearly everyone who shops with us sees our reviews and it makes or breaks sales. We believe delivering great service should be a no-brainer for any business. But we’ve come to realize it’s actually what sets us apart.

If you feel your online reviews could be better, or you wish you had more, here are a few things we live by that have a direct effect on the ratings we receive.

Avoid delivering underwhelming experiences

If you meet a customer’s expectations, you’re doing your job and the customer will have a satisfactory experience at best. While this isn’t necessarily a bad thing, it could also be underwhelming. It’s the experiences that overdeliver and exceed your customers' expectations that will get them talking.

At minimum, make sure your products and services are what you say they are. There shouldn’t be any surprises if you accurately portrayed things during the sales process.

Or, if something is promised to be ready by a deadline, it needs to happen or you should overcommunicate with the customer on its status and the reason for the delay. Even if it’s not time sensitive for your client, being proactive and keeping a close eye on his order will give him confidence you’re on top of things.

In what ways does your product or service *wow* customers, or which of your qualities are hard to find with your competitors?

Have unbeatable response times

Can you remember the last time you reached out to a business with a sales inquiry or question, and then never heard back? Or it took more than a day to receive a reply? Oversights can definitely happen and we’re not perfect, but the impression it leaves on a potential customer is damaging.

Our clients and customers can shop anywhere and make a purchase immediately online or through other vendors, so our ability to respond quickly is crucial. Failure to do so will lose business - or worse, ruin your reputation - if not carefully paid attention to.

Add a personal touch

I try to include at least a few handwritten thank you notes every day to our customers. I want them to feel appreciated, and that is definitely worth a few minutes of my time.

There are plenty of other ways to make your customers feel special and that they aren’t just another transaction. For example, we work with a lot of brides and grooms in the summer who are wedding planning. Offering our congratulations or wishing them a wonderful wedding day is an easy way to be personable. How can you show your customers you care about them personally?

Go out of your way

Can you remember the last time you encountered a less-than-friendly retail employee? Or someone who seemed more annoyed with your question instead of eager to help you? Unfortunately it happens too often and those are the experiences that stay with customers.

If a mistake or error is made, be sincere when apologizing and assure the customer the issue will be fixed right away - even if it was not your fault.

I had a conversation once with a retailer who couldn’t understand why her customers were upset with her business when the post office lost a package in the mail, and the company didn’t offer any help or resolution. As consumers, we expect that any concerns will be quickly addressed by the seller or provider.

For example, in the case of a damaged package, Lifetime Creations responds to the customer right away and ships a replacement within one business day. I would never want to be on the opposite end of needing a gift for a special occasion, only to have to wait more than 24 hours to even receive a response. If you go out of your way to show you care and communicate you’re working on a solution, it will go a long way.

Ask for the review

Online marketplaces automatically prompt customers to leave a review after their item was delivered. Even if you’re not an online retailer, there are ways you can ask customers for feedback. Emailing them 1-2 days after an order delivers or after completing a transaction with your business is ideal so that experiences are fresh in the customers' minds, and they’ll be eager to share their feedback.

If you receive a negative review, treat it as a learning experience if there’s something you could have done better. Sometimes complaints could be unfounded though, too, or the customer won't be happy even if a resolution is offered. Either way, be diplomatic with your public response so others can see you are addressing any issues, and reach out to the customer privately.

A couple of tips:
-   Include links to multiple sites where customers can leave reviews that are appropriate for your industry. For example, you may want to increase the number of Google reviews you have, but unless someone has a Gmail account, they’ll be unable to do so. Give them a few options i.e. Yelp, Facebook, your own website, etc.
-   Avoid offering an incentive for a positive review. If you’ve delivered a great product or experience, your customers won’t need a bribe and it may come across as inauthentic.
-   Lastly, avoid asking a customer to revise a negative review. If you’ve addressed their concerns and offered a resolution, they may consider changing it without being prompted. If not, use it as an opportunity to show other potential customers you’re responsive, professional, and are open to finding a resolution.

Delivering great customer service is expensive, but not as expensive as losing current customers or turning off potential customers who see others’ negative experiences. Being reasonable and thinking about the experience from the customer’s point of view can go a long way.

When in doubt, we rely on the Golden Rule: How would you want to be treated if you were in the customer’s shoes? Putting yourself in this mindset alone will give you an edge over your competitors.

Lifetime Creations is an online retailer for personalized gifts and promotional products distributor. Find us at www.lifetimecreations.net and www.lifetimecreations.etsy.com