Where's My Order?
Paul Mabray, Chief Strategy Officer at VinTank was lamenting on twitter about how he ordered wine from 6 different wineries via the web and no one followed up with him. Brent and I tried the experiment ourselves a year ago with 20 Canadian wineries - unfortunately almost every website underperformed.
This past week I ordered wine (as a first time customer) from a couple different winery websites. I'm still waiting for my tracking information (even though some of the packages have already arrived).
At a bare minimum a website should:
- Send an email order confirmation immediately after the order was placed.
- Send tracking information as soon as the order has been shipped.
- Provide a mechanism for customer feedback. Make it easy for customers to respond, ask questions, or even complain.
1) I think it is important for wineries to remember that an underlying reason for sending a confirmation email is to establish a channel for two-way communication between customer and winery.
2) Customers should have choices as to how wineries push or pull information. For example, Customer Jack may prefer to receive shipping confirmation and to reply with feedback via Twitter DM; Customer Jill may prefer the same interaction via text message, a more immediate channel. I bet customer life-time value and feedback will increase.
Do you really want to ask them more questions during checkout (ie Do you want to have your order sent by IM or Twitter - and then ask them for their twitter handle and cell number??) Then do you want your customers having to login to manage these settings?? I agree the idea is great, but its a few more questions in a checkout when the real question is what is your credit card number :)