Impressions - January/February 2022 - 31

how to improve your shop's customer satisfaction and retention, as
well as your cross-selling and upselling efforts.
For example, if you learn that your returning customers want
the ability to select a polo shirt, upload their logo and complete
their order on your website, it may be time to revamp your site's
e-commerce ability. Case in point: Website-managemet firm Sweor
found that 57% of customers won't recommend a business with
a poorly designed website on mobile platforms, so this demands
your attention.
Ultimately, customers want to enjoy the same experience with
your business across all channels, so it's important to examine everything
- whether it's your website, mobile site or Instagram
DMs - to ensure a consistent experience.
2. Not communicating with your customers about their
order status and any steps along the way. Another big customersatisfaction
concern centers on communication. Prior to finalizing
your customer's order, walk them through the steps to completion.
Also, explain the touchpoints they can expect along the way, such
as status updates via text or email, as it goes through production
and gets shipped.
Some shops use software that automatically sends customers
email status updates as staffers move the order through the system.
That way, customers know exactly what's happening in real time
with their decorated apparel. Because of such an extreme focus on
customer satisfaction, 88% of companies prioritize the customer
experience in their communication and contact centers, according
to a Deloitte global contact center survey. When customers receive
automated updates or can reach a rep who quickly provides
an update, they'll appreciate working with your team even more.
3. Making excuses like, " It's not my fault, " or " I can't help you. "
Everyone hates excuses, especially customers who are experiencing
a problem or delay with their order. Train your staff to never deflect
or say things like, " It's not my fault, " or " I can't help you. " Instead,
empower them to acknowledge a legitimate mistake and make it
right. Trying to cover up an error may be one of the biggest ways
to lose a good customer.
Tip: Your customer-service staff should keep track of complaints
and production errors. That way, you can regularly review the big
picture to see if there are any consistent issues or bottlenecks in your
process you can easily address to keep customers happy.
4. Not explaining what the customer doesn't know or understand.
It's hard to know just how much a customer does or doesn't
know about your shop's process. When a church member you've
never worked with orders 30 shirts for a church group, spend more
time explaining how the order process works. Emphasize how important
it is for them to review and approve the proof in a timely
manner so you can easily print and deliver their T-shirts.
Tip: It's even more helpful if these order steps and tips are
printed or posted on your website. That way, you've done your part
to help educate your customer on how the process works so it all
goes smoothly.
5. Not being accurate. When it comes to printed or embroidered
logos and artwork, you need to make sure everything is accurate.
If you're printing a senior class T-shirt for 500 students and you
misspell the school's name or print on the wrong T-shirt style or
sizes, then customers will be upset, you'll get a reputation for sloppy
work and you'll have to eat the printing cost.
However, accuracy goes beyond this. You also need to have an
accurate count on inventory. When you receive stock, count and
recount to verify against the packing list. The same goes for when
you send products to your customers. If the count isn't right, the
customer will blame you. Many shops hook their e-commerce sysRegular
checklists for inventory
help with mass orders.
Image by Siwakorn.
JAN./FEB. 2022
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Impressions - January/February 2022

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