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Customer Relationship and the Corporate Website
By Chief Procrastinator | March 3, 2010
The cornerstone of any company’s customer relationship management (CRM) is its own web site. The journey may be started by the customer on a smart phone, a desktop computer, or any one of a variety of other media, but the first point of contact is through the company web site.
Did you know:
- Over 90% of all consumer purchasing decisions begin online?
- 83% of customers use company web sites for service info?
- 4 out of the top 5 reasons for abandoning a web site relate to “couldn’t find the information I was seeking“?
Those facts should cause you to want to look at your own company web site through the eyes of a customer and ask some critical questions. Businesses can and should strive to differentiate themselves on service that involves the use of the internet. The experience of the customer should be consistent through all channels and it should be productive, informative, and in line with their expectations. Site design and static FAQs are two of the biggest roadblocks to effective Customer Service Management.
Site Design
Many web sites are not designed with a clear customer focused approach. As a result, customers and potential customers struggle with navigating the site, finding enough information, finding updated information, or sorting through all the links and FAQs. From the home page, a customer ought to easily find pages for contact us, help, FAQ, instant answers or chat, various types of support (hardware, software, parts, or whatever your company offers), and a variety of pages of information on products (or services) and what they are, how they work, how to get a demonstration, where or how to purchase them, etc. Make the links obvious and easy to navigate.
Static FAQs
Many FAQ systems are simply a web page of questions and answers formulated at least 5 years ago which are not really “Frequently Asked” or relevant to any questions the customers really have today. At least 1/3 of customers are looking for a single accurate response to a specific question or an advanced FAQ tool that will return an answer or a link to their question. At the very least, FAQs should be updated every 6 months with the real questions that are being asked and the real answers to those questions.
The most cost effective communication medium is the internet. It is not surprising that it is also the quickest communication medium – but that is only when the information being sought is easily available. Remove the roadblocks of ineffective site navigation and static FAQs and you will see your customer satisfaction soar.
Topics: Productivity |
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