For all of the amazing conveniences that online shopping offers, the customer is still one step removed from physically seeing, hearing, tasting, smelling or touching the actual product. Personalizing the shopping experience engages the human senses in ways that are essential to making any purchase decision.
Put an atom's weight of doubt in a customer's heart about your business and you've lost them. In fact, you can also face lawsuits and possibly bad press. Your customers are what keep your business running and you need to protect them in every way you can. You must invest into their safety and security.
When we talk about marketing, we often talk about defining your ideal customer, creating great content, and making sure that the product you're selling delivers on your promises. But we don't talk enough about customer service and how exemplary customer service is an important element of successful marketing.
The experience my friends and I had at the popular Outback Steakhouse restaurant was an unusual and memorable one. Encounters such as this one can easily be misconstrued especially since the bartender was white and the customers were black. But one thing for certain, it illustrated how poor customer service can leave an aftertaste that will cause anyone to avoid patronizing at an establishment for years to come.
You have a long relationship with this customer and it is exactly at this time they need to know that you're genuinely upset with whatever has developed. You need to take a breath before you engage with customer or staff. You also need to understand that giving up completely to whatever demands are made and make the situation go away is not always necessary.