Communication is one of the most important skills necessary to running a successful online business. In my role as VP of Customer Support and Services at Etsy, I oversee a team of specialists dedicated to supporting sellers at every step of their business journey. We understand that no two shops are the same, and I’m focused on creating support experiences that are tailored to your unique needs.

We also want shoppers to have a great experience when they make a purchase on Etsy. One way we do this: Shops that consistently follow our customer service standards are prioritized in search. We include factors like a shop’s average review rating, message response rate, and case rate from the past three months into search ranking. Learn more about How Great Customer Service Can Improve Your Search Ranking.

In this article, we'll cover seven essential considerations for communicating clearly with customers, and hear from experienced sellers about how they navigate customer service challenges.

1. Keep a consistent tone

It's no secret that the way you communicate says a lot about your business. Your communications with customers should convey professionalism and reliability, while still reflecting your brand. Look back at past conversations to assess your tone and make any necessary adjustments. Be sure to maintain a high standard for customer interaction—even during the busiest of times.

2. Focus on the details.

“I pay very close attention,” says Jennifer Lyons, the designer and maker behind Jennifer Helene Home, a home-decor shop based in Hamburg, New York. “Everything is double-checked for mistakes before being shipped, and I include a business card with a handwritten note, thanking my customers by name and including a coupon code.” For repeat customers, Jennifer often goes a step further with thoughtful favors, like rushing an order or including free shipping, tactics that have helped her build an exceptionally loyal customer base over the years.

3. Put yourself in your customer’s shoes.

Understanding what information will be helpful for your buyers both before and after they make a purchase can help improve their experience as a whole. For Neda Staneviciute of Lithuania-based One Era Late, selling vintage items requires a heightened sense of empathy. “What’s clear to me about items as a vintage collector can be difficult for a novice buyer to understand,” she explains. “I often prepare care or use instructions for my buyers to make things easier.”