After years of consulting merchants on best practices for developing strong, profitable affiliate programs, I have found that merchants sometimes fail to see the importance of implementing strong customer service practices to better support their affiliate program.
Below are three customer service practices to consider that can impact your affiliate program.
1. Merchants who display a toll-free customer service number on their site and provide service to their online customers via phone can have a negative impact on affiliates.
To ensure stronger affiliate relationships and happier clients, I recommend merchants consider
investing in software or a service that will help you track affiliate referrals from sales made over the phone.
Affiliate Marketers spend time and resources developing a stream of traffic to your site; go the extra mile and demonstrate your commitment to supporting their efforts. I assure you, putting this procedure in place will help you recruit new affiliates and strengthen existing affiliate relationships.
2. Typically, online consumers want to purchase products online for simplicity sake. However, if questions arise regarding shipping, returns, etc. it can cause them to place a call to the merchant instead.
Consider using a Frequently Asked Questions (FAQ) section strategically within your site, to make it easier for the shopper to find the information.
Providing quick answers to simple questions will further encourage the shopper to complete the transaction online.
3. Finally, direct your Customer Service agent(s) to ask your customers how they found your company on the web.
By asking this simple question, you’ll be able to quantify the value of your affiliate program and your other online marketing channels.
You’ve spent resources and time on trying to develop a strong and healthy affiliate program. Don’t let phone tracking or inefficient customer service practices hinder your growth.
Emilio Yepez is Vice President of Operations for Andy Rodriguez Consulting and is directly responsible for Business Development and Affiliate Program Management.
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