Let’s face it – without your customers your e-commerce website is just a bunch of files sitting on a server somewhere. In order for it to generate money, you need customers who are interested in buying the products you sell. It is important to remember that your customers are the most important part of your business. Without them you essentially have nothing.

Often times with other things to worry about, such as website updates, dealing with suppliers, or order fulfillment, your customers are forced to take a back seat to your other priorities. Every once in a while it is essential that you pause for a moment and focus on your customers.

There is a small pizza place near my house which I visit often for couple reasons. It is not because the food is that good or the pizza place has a great environment. (Actually it is take out only.) I keep coming back week after week because the food it cheap (a definite plus) and every time I leave there the owner goes out of his way to thank me for buying his pizza. He genuinely appreciates each and every one of his customers and expresses it every time I come in. This makes me feel good, and leaves me wanting to come back the following week to buy some more pizza.

The same rules apply to e-commerce. Don’t forget to thank your customers.

Building customer relationships is very important to keep customers happy and also to keep them coming back to buy your products for years to come. As an e-commerce consultant one of my jobs is to help store owners identify ways to increase customer relationships and in turn increase sales. Here are 3 great ways to foster those customer relationships.

Great Customer Service – Customer relationships all start with your customer service. If your customers can’t get a hold of you or it takes you days to respond to emails, you are off to a bad start. Make sure you have an 800 number for you e-commerce store, and answer it during business hours. Try to respond to all customer emails within a few hours. Having prompt customer service will make the customer that much more willing to purchase from your store. Another simple thing which a lot of store owners don’t do is ask for feedback. Make sure you ask your customers for feedback regarding their experience. This is very valuable information which will allow you to take your customer service one step further.

Send Regular E-mail Campaigns / Newsletters – Email campaigns are not only a great way to offer special sales and promotions but that monthly email you send out to your existing customers constantly reminds them of your store and your products. This simple communication tool will keep your existing customers interested and keep them coming back to buy more.

Don’t Forget to Thank your Customers - How many of you posted a thank you message to your customers on your Blog or website at the end of December thanking them for another great year? After all they are the ones who are responsible for the lasting success of your business. A "Thank You" can go a long way. This is another reason having a Blog is a great communication tool. It allows you to talk to your customers and simple things like a thank you can have a very positive effect on your customer’s attitude. Give it a try, it works.

Always remember, no matter how busy you are or how hectic things seem (especially during the holidays) that your customers always need to come first. Treat them well and  not only will they keep coming back to buy more, but they will tell their friends about your great website.

About the Author: Brennan Heyde is an e-commerce consultant working in San Diego, Ca. He specializes in online marketing and SEO for e-commerce.  Have a struggling e-commerce website? – Contact Brennan today for a site analysis.