Like anyone else running an eCommerce or retail operation, Black Friday through Christmas is a whirlwind. It's especially difficult when family and friends are taking time off for Thanksgiving and the holiday season, and I'm grinding writing newsletters and answering customer emails. The last two years, I've made a point to write down what I've observed and learned from the busiest month of the year to improve our operation heading into the new year. Some of these observations are due to new challenges created by the growth of the business but most are reaffirmations of stuff I already know but are always worth repeating:
1. Be nice to customer support reps.
Whether it's the internet company, the bank, or your favorite #SmallShop, the problem is rarely the support reps fault. For us, the issue can always be resolved, but it’s often going to be via some manual process. The nicer the customer, the fast I work, and being on the receiving end of some terse, tone deaf support emails has lead me to be much more patient when I have issues as a customer. No matter how big and automated a business gets, there will always be a human being on the other end of that support email, and it's much more likely that they will help or try to help if you treat them like a human. Moral of the story: take the time to outline your issue, sign your name, and never, ever use the words “Please Advise..."
From a business standpoint, customer support is the arguably the most important aspect of our eCommerce operation for two reasons:
1) So many companies do it poorly, it's an opportunity to differentiate our operation and drive a deeper connection with our audience. I've always viewed our merch as 'marketing that makes money,' so these support emails are an opportunity to engage with fans and customers in a unique way. One of my favorite things about our business is that we are beholden to no one. If we mess up, I'm quick to offer a refund or credit, but it's also a two way street. If someone is stinks, I'm not worried about "losing a customer." To me, they are less a customer and more of a member of our community, and I don't want assholes wearing the NLU logo.
2) Though Customer support is also the most time consuming part of our merch business, the support emails are the primary data set for improving our operation. We've hired some help to share the load on customer support (shout out to the Merch Knight, Ben), but I still see every customer email that comes in on a daily basis. Those emails have become a primary data set for improving our eCommerce operation, and when viewed as valuable business data, it make that investment in time and help worth it.
2. Black Friday is the ultimate stress test
Every year a new shortcoming becomes obvious due to volume of orders on Black Friday and throughout the holiday season. The easiest way for us to spot these issues is by tracking what customer support questions take up the most time. 2 years ago, it was clunky return/exchange process that we've worked hard to improve. Last year, it was lack of gift card options, which we've since added. This year: the lack of good sizing information was holding up orders and the primary reason for returns and exchanges.
I'm proud to say we have recorded new sizing videos to get 2021 off on the right track and help first time customers feel confident they ordered the right item.
3. Efficient fulfillment is hard work
Though Shopify simplifies or solves a lot of problems, eCommerce and online fulfillment is a very involved art. Some things will never be automated, and little things become big problems quickly…You’ve got to monitor things closely to pick up on patterns before they overwhelm the support channels.
4. Get your mailman a Christmas gift.
Despite its issue and bad press the last couple years, USPS remains a reliable and steady engine for small eCommerce businesses. 99% of the stuff we send ends up in the right place, and it's USPS that does the heavy lifting on almost all of our domestic shipping.
5. International shipping is hard
Paperwork, Customs, lack of info, etc. It’s a modern marvel you can ship around the world, but it take a lot of effort and $$. Global commerce is a fascinating web of partnerships, software integrations, and and the end of the day, trust.
6. Shopify is a world class company
It's certainly been overstated at this point, and the stock market has certainly noticed, but I can't speak more highly of Shopify. When we win, they win, and everything about their pricing and service is fair. The No Laying Up Pro Shop.
7. I've started to enjoy New Years Eve
I've always hated New Year's Eve due to a combination of high expectations, over hyped parties, exhaustion from the holiday season, and sadness that the cold doldrums of January and February are waiting. The last 2-3 years, New Years has brought a feeling a relief that we made it through another holiday season. Every year I fee like we buy way too much inventory in the fall and stress out that we will be sitting on way too many items in the Pro Shop. That feeling of relief from selling through our inventory last a couple days until it's replaced with the “Oh shit, what are people going to buy in January” feeling. And then the cycle starts all over again!