You may be successful on the first part, but fail miserably on the second. With industry conversion rates at less than 2%, it's so important that when you do snag one, to make sure it doesn't get off the hook <sorry for the crude fishing analogy>.
Keeping the customer (i.e. doing everything you can to make sure they come back again) is highly dependent on the overall shopping experience that they have. E-tailers are mistaken to think they can put up a website full of products, click, click, click and thats the end of that. Developing an online rapport with the customer, making sure their needs are attended to, asking yourself how would 'you' want to be treated are all integral parts of the 'user experience.'
I'd like to share one recent interaction between a customer and myself which demonstrates this point. I have changed the name to protect the innocent.
--- Chronological order ----
Thank you for the orders you placed on our website today.
I noticed you placed a second order, shortly after your initial order. I'd would like to save you some money, if you have no objection.
On your second order, our systems charged you a second shipping fee of $5.95. I will be combining both orders into the same shipment and reversing the second shipping charge, so you can save some money on your order. Your revised order total for the second order will be $35.81 (instead of $41.76).
I hope this comes as a *pleasant* surprise. =)
Thanks for visiting our store and have a great day.
[Sig file follows]
That is so nice of you and I really appreciate it ! Thank you for your fabulous customer service... you have great artwork to choose from... I will be a returning customer for sure!
Many thanks for your kind words. We like to think our meticulous attention to the details of our customers' orders is what sets us apart from other merchants offering similar products on the Internet.
Please feel free to tell your online friends and family about your shopping experience with us.
I'm sure you will enjoy your new art prints for many years to come and it is my hopes they will lift your spirits on the days it needs lifting.
If I can be of further service to you, please feel free to contact us at the toll-free number below.
Thanks again and have a great day.
[Sig file follows]
This customer placed two orders, hours apart from each other. The second order charged her a shipping fee for a second time. In reality, both orders will be consolidated and put into the same shipping box.
Our system was not intelligent enough to realize she had just been there -- but I was. At this point, I could have easily taken the shipping fee for the second order and just turned my head. My other choice was to take advantage of an opportunity to establish a rapport with my customer and to demonstrate that we're looking out for their interests. I chose this option. As you can see, the customer was most pleased. Will she remember our site the next time she needs an art print. I think so.
<edited for typos>