Aligning Online Expectations with the Customer Service Experience

As technology continues to develop and customers increasingly opt for convenience, the customer journey often starts online—particularly at this time of year if it means they can avoid the crowds! In this instance, it’s your website, social media, or app that sets the stage for your brand and creates expectations for the experience customers will have in person—or through delivery. But what happens when the online promise doesn’t match the reality?

I recently had an experience that reminded me of the importance of this alignment. I ordered a particular product from a well-known website that was listed as “available”. Confident in my purchase, I expected it to arrive promptly. Instead, I received an email after checkout stating that the item was actually on backorder. Frustrating, but I was willing to wait.

What followed was a series of delays, with parcels arriving in dribs and drabs, making it impossible to plan. The lack of clear communication and updated inventory turned what should have been a simple purchase into a frustrating ordeal. So much so that I was left questioning whether I would shop with them again.

Customers trust your website to reflect the reality of your business. When the online promise doesn’t match the experience, it can erode trust and drive customers away.

How to Align Online Expectations with Reality

1. Keep Your Website Updated

Your website is often the first touchpoint for customers. Ensure that it accurately reflects your current offerings, including:

• Seasonal sales and promotions.
• Updated inventory levels, particularly for high-demand items.
• Clear shipping timelines, especially for pre-orders or backorders.

2️. Be Transparent About Availability
If an item is on backorder or low in stock, make it clear to the customer before they check out. Offering options like estimated delivery dates or alternative products can prevent disappointment and give customers more control over their purchase decisions.

3️. Streamline Communication
Once an order is placed, keep customers informed about their purchase. Automated email updates for order confirmation, shipping, and delays can go a long way in managing expectations and reducing frustration.

4️. Ensure Staff Are Aligned with Online Promises
In venues, your frontline team needs to be aware of what’s being advertised online. Whether it’s a seasonal menu, special promotion, or exclusive deal, clear communication between your marketing and operations teams ensures consistency.

5️. Monitor and Respond to Feedback
Encourage customers to share their experiences and address their feedback promptly. This helps you identify gaps in your process and shows customers that you care about improving.

When your online presence aligns with the customer experience, it builds trust and loyalty. Customers are more likely to return when they feel confident that what they see online is what they’ll get in reality. In contrast, a disconnect can lead to frustration, negative reviews, and lost business.

A Simple Question to Ask Yourself

Is your online presence making promises your team can keep?

This simple check can save you from countless service headaches and ensure a seamless experience for your customers, whether they’re shopping online or visiting your venue.