How Customer Retention & the Right Products Launched this Leading E-Commerce Merchant
October 6, 2015 74 min read
Sellers understand the importance of customer service, however it is customer retention that is key for an ever-thriving business. Don’t let your e-commerce business become a revolving door of new customers.
In the third episode of Skubana's E-Commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr. Jeremy Weisz of InspiredInsider.com interviews Eric Tong, co-founder of TechArmor and e-commerce customer retention expert.
In this episode you’ll learn how TechArmor has mastered customer retention and became a huge success almost overnight by:
- Realizing the importance of establishing partnerships with your vendors and understanding your products’ quality
- Timing the release of your products can mean all the difference for your business
- Ensure there’s good synergy when looking for distribution partners
- Requesting critical feedback from customers and how to weed out the non-essential information
RAW TRANSCRIPT: Eric Tong of TechArmor
"It was again, when we really dug deep into what Tech Armor was all about, we really stuck to the ethos that we're going to have a great customer service and provide a great customers experience for all of our customers. So giving them the confidence to purchase Tech Armor products really drove the Tech Armor replacement lifetime warranty." (00:03:09)
"We are really big on consumer insights, understanding how people use the products and tailoring that experience based on what people's needs are or even unarticulated needs, for example. But getting back to your question, really focusing in on ensuring we have a great strategic partnership. Making sure that the design and the user experience...You hear a lot about out of box experience. So from the time the person opens the box, how easy is it? Is it one of those...We've all had experiences with those clamshells where you have to cut it... and you almost cut yourself and you're bleeding. Making the whole process really, really easy, all the way to...And hopefully it doesn't happen, but if you need to contact Tech Armor, we're there to support you. Right? And so, we have an average response time of around an hour and a half to get back to customers. These are just pieces of ensuring that, that quality is there from start to finish." (00:08:10)
"For the listeners make sure you due diligence that there's really good synergy there, that the goals are in common if you're going to look for a distribution partners. That would be an example where...When we first tried, it wasn't successful. Now, we're working with other distribution partners throughout the world and it is working quite well." (01:07:15)
"And one of the things, Jeremy, that we do that the listeners might find interesting is that we do a net promoter survey on a continual basis. And for those that may not know what that is, it's one simple question where you ask, 'Would you refer or recommend Tech Armor, or you could input any brand in there, to your friends or family, or colleagues.' And on a scale of 1 to 10, 9 and 10 are net promoters, 7 and 8 are neutral, and 1 to 6 are net detractors. And you throw out the neutral because those folks that are just say, "seven or eight." So you throw that out because it's noise, if you will. And you take the net promoters minus the net detractors and that's your net promoter score. And it's a research tool that was created by Bing that really gives you predictability about what people think about your brand for the coming years. And I think for us, it helped us kind of figure out what people are thinking about us. And it's a way to engage with customers after they bought the product, used the product, or even contacted our customer service." (01:20:30)
"I think one of the most sage advice that I got that really resonates with me is, 'However much time you think it's going to take, double it, and however much money you think it's going to take, triple it.'" (01:25:33)
So how is your e-commerce business going about encouraging customer retention?
We hope these real insights from a real seller can help your e-commerce business grow and succeed. Stay tuned - this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Checkout out our previous E-Commerce Mastery Series episode featuring Kenny Kane of Stupid Cancer and how establishing a successful brand really pushed his non-profit organizations success.
Work Smart. Sell More.
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.