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Simplify the Customer Experience |
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Written by Sarah Szczerbiak - Technical Support
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 Recently, I read a US News and World Report blog where the author mentions a trend where large corporations are using social networking sites such as Twitter to help customers get in touch with a real person faster than before. The predecessor to this was the "live chat" function present within many online shopping sites which enables a user to get their questions answered immediately. In personal experience I've found that it's immensely helpful to have such a resource to receive instant advice, particularly if the item in question has a lot of options that may be daunting to choose between without guidance.
The underlying argument for the blog that I read, is that small companies in particular have an advantage in being able to reach their customers faster, because there are less barriers between the customer and the company. Oftentimes at Scitent, when I answer the phone, the person on the other end will exclaim "Wow, you answered really quickly! I was expecting to have to go through a whole list of menu choices and be placed on hold before I could talk to a real person!".
The blog entry that I read suggested that customer issues should be handled in the same way that the National Transportation Safety Board determines the cause behind a plane crash. Meticulously examine every detail and determine not only what is causing the issue, but how to take steps to ensure that it won't happen again in the future. If there is a specific element of your product or website that is a continual source of confusion, see what can be done to clarify things, and act upon it. The goal is to simplify the customer experience. In addition to that, make sure the customer has several ways to receive assistance. Twitter can be a great way to reach your customer base, but take care not to alienate those customers who'd rather not use a computer to get in touch. The bottom line is, the customer should be able to use their preferred method of communication to receive help or information.
Ultimately, the aim of any customer-centred company should be to carefully consider feedback, as well as provide an avenue to help those customers reach them as efficiently as possible. Chances are that when customer's interactions with the company are smooth and hassle free, these are the ones that will stand out in a customer's memory and help to shape their opinion of the company, as well as encourage them to recommend the company's services to friends. |
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Scitent Technologies
400 Preston Avenue, Suite 250
Charlottesville, VA 22903
Phone: 434.244.5060
Fax: 434.244.5059
info@scitent.com
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