Around this time of year I start doing a lot of online ordering of custom printed merchandise for spring events my business manages. This means I am searching numerous supplier websites trying to find the right items, at the right prices, from companies I know can deliver on time.
It also means I see first hand how some small business (and larger businesses for that matter) integrate their online stores, customer service, and product delivery.
One merchant I deal with has a procedure that I can’t figure out if I like or not…
A Little Background
This supplier I’ve been dealing with for a couple years now. They have a quality product, for a good price, and they deliver on time…overall I am very satisfied using them for some of my branded merchandise needs.
But, they have me flummoxed when it comes to one of there practices.
On their site I will choose the items I want printed, make numerous choices on the printing options, and finally see a final product and cost for my order once I’ve added the items into the shopping cart. Until my items go into the cart I don’t fully know what my costs are (there’s the item costs, setup fees based on printing options, and miscellaneous charges for extra services).
So I get everything into the cart, look at my costs, and then decide if I want to purchase as is or make some changes to the order to get back on budget. Sometimes I make changes and complete the order, other times I go a completely different route altogether and abandon the cart to start another search on their site.
My Question for You
Which leads me to my question for you all. Every time a cart is abandoned they follow up with a phone call to me to inquire about why I abandoned the cart (they have my info on file since I order from them regularly). They usually say “we notice you were looking at custom printed pink flamingos but did not complete your order, can we help you finalize it?”
Okay, I get it – shopping cart abandonment is a real thorn in online retailers sides, but really, a phone call every time I leave a cart – even if during the same session on their site I place an order?
I’ve suggested that if I could see total costs before placing items into a cart I wouldn’t be abandoning the cart as often, but I don’t think there is much energy around changing that since then they wouldn’t be able to see uncompleted orders.
This must work on some level or they wouldn’t commit the resources to make the calls all the time, but it has me wanting not to check things out on their site because I don’t want the phone calls if I change my mind.
The whole thing has me confused. Is this the best way to go about dealing with abandoned carts? Is it good service, or just annoying? I don’t know…so I need your help figuring it out.
You Make the Call
So which is it….great service, good business, or just annoying? Let me know in the comments below.
Photo Credit: Divine in the Daily
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I think its REALLY annoying! I have the same issue with a company I order from every year for custom holiday engraved gifts. I would rather have the ability to design and redesign till I like it, know what it costs, THEN ADD IT TO CART~
Not the other way around, that just takes up toooo much time and it wastes my time.
It’s interesting how the answer to that depends on how you look at it.
As a customer, that’s so ridiculously annoying (and one reason I have a Google Voice phone number forwarded to voicemail). I have to believe that it would be cheaper on their part to simply fix the usability issue (show total price throughout the process), and stop wasting manpower on these calls. There are other ways to see abandoned cart items.
From a business standpoint, it’s kind of intelligent. In the age of social media, we like when businesses go the extra mile and reach out to us. It probably makes some people feel special.
But yeah – they need to stop that. They obviously have little concern for their customers if they’re willing to make doing business with them difficult, time-consuming, and obnoxious.
Lisa Morosky´s last blog ..The Only Thing You Need to Know About Online Etiquette
I agree with you and Jane as well… I would like to see the total cost of an item before putting into my cart. Or at least be able to put it on a wish list and see the price. I think that calling every-time an order in the cart isn’t placed is a good try but a little annoying. I might find an email less annoying.
Calling after leaving a cart? I would be very frustrated with them. They should know their business and see that you come back and obviously end up ordering something. I would definitely ask to speak to a supervisor or send an email to the company. That is bad practice. I can understand them doing it if you do not come back and make an order, but otherwise..NO WAY
Alex´s last blog ..Have No Fear, Underdog Is Here!
Good and bad. It would be good IF they re-defined their process to FIRST check and see if an abandoner does put through an order that same day. If they do, there should be no phone call. And IF they follow-up on your suggestion that their site allow customers to see full costs. This would show their true commitment to their customers by actually listening to their customer’s needs.
Thanks for the feedback everybody. I think I side with the general consenus here that this is more annoying than good business. I’ll still use the company, all things considered they have a good product and service, but if they could just tighten this up a bit they could go from good to great.
Matt
Matt,
This would completely peg my annoyance meter. I’m afraid my response to the phone call would be something like, “I abandoned the cart because you knuckleheads won’t be completely up front with your pricing!” The technology exists for all of the addons to be displayed right up front as you go along. For me, if an online business won’t show prices until I add them to the cart, I go elsewhere.
George
George Angus´s last blog ..Read An E-Book Week