eService and Other Oxymorons - [307 words]
I've been reading and hearing about the lack of response and service of many Internet companies. Now I'm experiencing it first hand. As my web master, John Carlson, and I attempt to automate this newsletter and our web site we are encountering the following frustrations:
- We can't implement the "simple-straightforward-easy-to-follow" directions on a company's web site
- Our email requests for assistance go unanswered for days
- Many of the email responses we do get are non-responsive to the information or assistance requested
- Getting phone calls returned is a total crap shoot - - assuming you can find a telephone number to call
All of these symptoms seem to stem from an inappropriate attempt to use technology to replace, instead of facilitate, customer service. The concept of customer service has not changed with technology. Customer service is still just that, customer service.
Most of your companies have a web site. Take a critical look at yours as you ask yourself:
Is our web site user friendly?
Can our customers easily find the information they need?
When they can't, do we respond in a timely, helpful, and appropriate manner?
Are we clearly offering our telephone number and address?
Are we relying too heavily on technology to handle our customer needs?
Are we asking our customers how we can improve our overall customer service approach?
As you answer the above questions, keep in mind that most of your customers are probable new to the net. They aren't experts and may still need that extra help. Every study shows that the companies with the best customer service are also the most profitable.
Email is wonderful. I'm not sure how I ever lived without it. However, there are times when it just isn't the appropriate technology for the task. Don't let the Internet come between you and your customers.