Monday, April 20, 2009

The importance of tracking customer questions

This past week I've had a flurry of orders from customers, and these orders were driven by affiliates who emailed their lists about my product. Huge order volume. It's very exciting. But I have had a bunch of emails from customers.

The most popular questions I am getting are:
  • "My download link expired and I haven't downloaded it yet. I need your help"
  • "I downloaded it but I can't find it on my computer - please help"
  • "I want to buy your program but I don't have a credit card, what can I do?"
  • "I need these shipped to me but never entered my shipping address on the order form. Can you ship them to me?"
All of these questions are easily resolved, but it amazes me how many people don't realize I'm selling MP3 downloads, not physical CDs. It amazes me that customers buy a program and then do NOT download it right away (they email me several days later).

There are so many types of questions that I'm being asked. In the first few months my strategy is to deal with all of these questions personally. Afterwards, I'll write a detailed FAQ that will be sent to all customers as a link, contained within their "thank you" email. I'll show them how to make CDs by using iTunes, I'll tell them what to do if their download expires before they get around to using it, I'll tell them how to find the download on their computer, etc.

But the most important lesson here is to SAVE these emails from customers. They are important questions that I need to access later when building up a more detailed FAQ.

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