Make service personal, even for an ecommerce business

Speaking to RB, he explains why he’s built Lewis Malka to provide customers with a ‘journey’, not a sale.

Why do you insist on one-to-ones?

I believe that people do business with people. With that said, it’s equally important to get to know the person you are working with, regardless of the trade or transaction you are about to get involved in. 

I tend to deal with high ticket price items. And let’s be honest, engagement rings are expensive, and trust is vital. 

I mean that from both sides, mine and the consumer. It’s important that a relationship and trust is built quickly and one-to-ones are a great way to do that. 

Most of the time it’s a ‘getting to know you’ process. Fairly relaxed and often over a beverage or two. We both chat about the type of business we do and the typical clients we would like to be introduce to. It’s important to understand the USP of the other person so I know how to sell their services should a client of mine need an introduction. 

Why do you do it?

I’m searching for that comfort zone, that place where I can put all my faith in the person, so when I either refer a client, or order something myself. I can then sit back knowing that all will be delivered in good time and to the highest standard. 

The thing to remember is that when you give out a referral you are giving a bit of your own credibility out too. If the communication or the deal fall through, it’s your reputation that takes a knock. That’s the last thing I want to happen. 

In terms of the needs of consumers, what are you typically seeing? 

That the way we shop today is very different to the way we were shopping ten years ago. On my website I’m very informative when it comes to diamonds, and I encourage people to come along and have a look, thus trying to understand the way diamonds are priced. I feel that clients want to have their hands held throughout the process, and that’s fine by me. It’s the way I’d want to be treated, so why not treat them that way too?

Do you think it’s difficult to provide a good, personalised service through an ecommerce site? 

Not in the slightest. I’ve found this relatively easy and the only reason I can attribute to that is the fact that all my blogs and content were written by me. I always ask my clients how they found me or why they decided to come and see me, and the answer is always the same: ‘After reading your blog, or web page, we got the feeling that you were talking only to us.’

What do you call good customer service?

I like to take my client on a journey, it’s not a sale, it’s an experience and one which I hope they remember for a very long time. Each job is unique, each client is unique, and as a result of that, each experience is unique. Let them enjoy it. 

Recommended: Realising the vision of true personalisation

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