|
 |
|
 |
| Breaking News Free Membership Existing Members Resource Center Industry Research Required Reading Weekly e.Newsletter Essential Links Featured Links Advertising Info Privacy Policy About Us Lost Your Password |
 |
Dos and Don’ts for Customer-Focused Web Sites By Michael W. McLaughlin It doesn’t take much to ruin a perfectly good dinner. It could be a grumpy waiter, an overcooked meal, or the noise level. One bad experience can drive a customer to the restaurant on the next block. And that customer is likely to share the horror story with others—probably over dinner elsewhere—resulting in future loss of business for the offending restaurant. Some department stores, on the other hand, realize that customer service is about the customer’s total experience; they know that to generate repeat business, service must extend well beyond the point of purchase. When a receipt-less customer wants to return a gift and is greeted by a helpful sales associate and “no-hassle” returns policy, that customer will likely be back. When customers point their browsers to your Web site, do they meet that grumpy waiter or the helpful salesperson? Does your Web site reflect your commitment to customer service? Here are some tips to ensure that customers aren’t getting the cold shoulder when they visit your site. Tap Your Customers’ Brains Whether you are building a new Web site or revamping an existing one, think of your site as a consumer product. Before launching a new product, marketers conduct extensive consumer preference testing of the features, form, and function of the product. In many cases, a pilot test of the product is used to catch last-minute problems. Do the same for your Web site. Let customers, not your employees, decide what’s best for your site. Customers have different views of what’s really needed, so pick their brains by asking these five questions about your site:
And, don’t stop collecting customer feedback. When used in the right way, your Web site can be a source of extraordinary customer intelligence. Given a chance, customers will tell you what they like and don’t like about your site, service, and your products. No matter what page a customer is looking at, be sure an easy-to-use feedback option is no more than one click away. Once a customer has taken the time to open a dialogue with your company, show that you are listening. Send responses to customers letting them know you received their feedback, and explain what the company does with the information. Ask
customers what they want on your Web site, and you’ll forge stronger ties
with them. Ignore their feedback and they’ll eventually ignore your business. The typical time-starved customer wants a site that’s functional, easy to use, and low on the annoyance scale. That may sound straightforward, but it’s complicated to make a Web site simple to use. Here are four guidelines to smooth the path.
Design to Serve Resist the temptation to unleash the artist within when creating your Web site. Instead, focus your creative energies on providing value for your customers. Make sure every page on the site has a specific purpose, whether it’s to inform, solve a problem, or entertain. Use each feature on the site to draw customers closer to your business by suggesting next steps, displaying other links, or asking for feedback. Think of your site as equal parts showroom, library, and customer service center. Your site paints a powerful portrait of your company’s culture, particularly the value you place on customers. When designed to serve, your Web site becomes an extension of your customer service commitment. That will reduce the burden on your call center personnel, allowing them to focus on more complex customer problems. A well-designed site is simple to use, easy on the eyes, and highly functional. That’s what customers want, so give it to them. Show them the friendly, efficient sales associate—not the grumpy waiter—every time they visit your site.
About
the Author
|
|
||||
