Imagine you’re having a drink with a friend and a stranger walks up:
Stranger: “Thanks for your order. You’ll be notified when we ship along with a tracking number”
Stranger: “Your order for that stuff. You know.”
You: “Erm. Yeah I think so. But who are you again?”
Stranger: “I’m Dave although you ordered from Gary.”
Stranger: “Yeah. Gary is actually me. I was wearing a disguise and pretended to be Gary. But for delivery and stuff like that, I’m Dave.”
You: “I remember Gary – he seemed ok – but you’re telling me I actually gave my money to you?”
You: “But that’s really confusing..”
Stranger: “Yeah I suppose..but it suits me and the way I do my accounts.”
That’s how your customers feel when they order online.
If they’ve entrusted their credit card details to Gary, then they really don’t want find out he wasn’t who he said he was.
The context here is everything. Customers are trusting you and you need to reward their trust.
Presenting your brand as trustworthy, reliable and reassuring is worthless if that doesn’t continue throughout the process.
I recently ordered a new bed online from company ‘A’. They had a real, bricks and mortar store in Wales, a decent enough company ‘A’ branded website yet their deliveries were handled by a 3rd party (company ‘C’)
No big deal but it became one when company ‘C’ confirmed my order from an entirely different company – Company ‘B’ – the trading arm it seems.
With me so far?
Not only that but they had ordered the bed from yet another company – the manufacturer. Company ‘D’
One order and four different company names involved in my email trail.
I ended up having to coordinate the delivery myself.
It didn’t need to be that way. As far as I was concerned I was dealing with Company A. The other 3 were not my problem.
All communication from Company ‘A’, delivery by Company ‘A’, receipt from Company ‘A’ – all that activity under the waterline should have stayed right there.
It’s something the very best retailers understand.
Trust is hard won and easily lost so don’t let your internal processes destroy it.