Do you ever find it ironic that, despite there being more ways to communicate than ever before, actually getting through to a person can sometimes seem harder than it used to be?
We can send a message to someone on the other side of the world in seconds. We can make video calls, send emails, use social media, communicate through messaging apps and even ask an artificial intelligence chatbot a question. Yet try contacting a large utility company, insurance company or retailer and you may find yourself navigating a seemingly endless series of automated options.
“Press 1 for sales, press 2 for accounts, press 3 for customer services…”
And then there are the chatbots. Sometimes they are helpful, but when you have a specific question that does not fit neatly into one of their predetermined answers, getting through to an actual person can become an achievement in itself.
For a small business such as Online Ceramics, the approach is rather different.
A direct approach to customer service
Online Ceramics specialises in
British studio pottery, studio ceramics and handmade ceramics by some of Britain’s leading established ceramic artists and potters. The website brings together work from established makers, with individual pots available to customers in the UK and around the world.
But behind the website there is no large customer-service department, call centre or team of people passing enquiries from one department to another. Communications are direct to the owner, Peter Ward.
“I have always wanted Online Ceramics to feel personal,” says Peter. “If somebody has a question about a pot, an artist, delivery or anything else connected with an order, I would much rather they could simply contact me than have to work their way through a series of automated systems.”
Online Ceramics does not use chatbots. Peter checks his emails throughout the day and customers can also use the chat facility at the bottom of the website. Alternatively, customers can telephone Peter directly on his mobile.
There is, of course, a downside to having one person responsible for communications. Online Ceramics ships
British studio pottery worldwide, and customers may be contacting the business from very different time zones. Peter may also be driving, working, sleeping or simply away from his computer.
“That is the trade-off,” he says. “I cannot promise that I will answer every message immediately because there is only one of me. But I will get back to you.”
Contacting Online Ceramics
The website chat facility provides another straightforward way of contacting Online Ceramics. When a customer sends a message, an alert appears on Peter’s mobile phone.
“For convenience I tend to reply from my laptop,” Peter explains. “The notification lets me know that somebody has contacted me, and I can then pick up the conversation when I am able to.”
If the enquiry concerns a particular piece of
studio pottery or handmade ceramics on the website, there is a simple way to make the conversation even easier.
Every product on Online Ceramics has its own SKU, or stock keeping unit, which can be found on the product page. Quoting this number when making an enquiry allows Peter to identify the particular pot immediately.
This can be particularly useful where a ceramic artist has several similar pieces available. Rather than having to describe a particular bowl, jug, vase or sculptural vessel, the SKU provides a direct reference to the work.
“People often contact me about a particular pot,” says Peter. “If they include the SKU, I can immediately see which piece they are asking about. It saves time for both of us.”
Keeping things simple
There is another irony to modern communication. While technology has made it possible to contact people in countless different ways, it has also created more places in which conversations can take place.
As well as email and website chat, there are Instagram direct messages, Facebook Messenger, WhatsApp and numerous other messaging services and social media platforms.
For a business dealing in individual pieces of
British studio pottery, this can occasionally make keeping track of enquiries more difficult.
“Communication has become much more complicated,” Peter says. “Someone might contact me through one of the apps I use, and then a few days later I can struggle to remember exactly where that conversation took place or where I need to look for their message.”
Peter does not suggest that modern technology should be abandoned. Online Ceramics itself would not exist without the internet, and the ability to show photographs of ceramic work and make it available to collectors around the world is central to the business.
“I completely understand that we are not going back to a world where communication is limited to letters and telephone calls,” he says. “The internet has made it possible for a small business like Online Ceramics to reach collectors all over the world. I just sometimes wish there were fewer places to look for messages.”
Buying British studio pottery online
For collectors, one of the advantages of buying
studio ceramics online is being able to take time to examine a piece before deciding whether to purchase it. Online Ceramics provides photographs of individual works so that customers can see the pot from different angles before buying.
The website features a wide range of handmade ceramics, including thrown and hand-built pots, stoneware, earthenware and porcelain, as well as ceramic sculpture and other forms of contemporary studio pottery.
Each artist has their own page, allowing collectors to explore their work and learn more about the maker. Individual product pages provide information about the piece, including dimensions, materials and other relevant details.
But buying ceramics online can sometimes raise questions that cannot be answered by photographs alone.
A customer might want to know whether a particular pot is suitable for everyday use, how it was made, what the surface looks like in natural light, whether the artist has signed the base, or how a piece will be packaged for delivery overseas.
That is where direct communication can be useful.
“If somebody wants to ask a question about a pot, I would encourage them to get in touch,” says Peter. “I would much rather answer a question before somebody buys something than have them unsure about what they are purchasing.”
A personal service in an increasingly automated world
Online Ceramics may sell
British studio pottery worldwide, but the business remains deliberately personal.
The internet makes it possible to bring together the work of many British potters and ceramic artists in one place, allowing collectors to discover handmade ceramics without having to visit individual studios or galleries. At the same time, Peter believes that the personal relationship between a small independent business and its customers remains important.
“The technology is useful, but it should make communication easier rather than make it more difficult,” he says. “For me, the ideal is very simple: if someone has a question, they contact me and I answer them.”
So, despite all the technology now available, the basic principle behind customer communication at Online Ceramics remains remarkably straightforward.
If you have a question about a piece of British studio pottery, an artist, an order or delivery, simply get in touch.
The best ways to contact Online Ceramics
You can contact Online Ceramics in any of the following ways:
- Email: sales@onlineceramics.com
- Website chat: use the chat facility at the bottom of the Online Ceramics website
- Telephone: call Peter Ward directly on +44 (0)7973 920 598
If your enquiry is about a particular piece of studio pottery, please include the
SKU shown on the product page wherever possible. It will help Peter identify the work quickly and give you a more useful answer.
Whether you are an established collector of British studio pottery or are buying handmade ceramics for the first time, Online Ceramics aims to make the process as straightforward and personal as possible.
