Make It Easy for Customers to do Business With You
We’re all lazy! We don’t have the time and want everything to be as easy as possible. Don’t make it tough for us already! We don’t like to go an extra mile (Unless it’s really worth it or you paid us). If it’s possible, we don’t want to lift a finger at all! It may or may not be true, but these are just some things that I have noticed online while browsing and reading blogs. I noticed that until today, some businesses still make it so tough for customers to reach them, whether it’s on social media or just to get in touch with them.
Mark mentioned about businesses asking their customers to follow them on Facebook and Twitter but failed to give them a username or address. I have encountered similar cases before in Malaysia. I wished I had taken a photo of it but it didn’t occur to me at that time. I saw an advertisement “somewhere” of a business promoting their Facebook page and the URL they gave was something like this.
Yes! How can anyone possibly remember that? They didn’t provide a username and gave the default address instead. I didn’t take a photo of it because I didn’t have a good camera back then, unlike now, since I have an iPhone *cough cough for blackberry users*. I still see businesses that don’t have a URL until today, although some has accumulated more than 1000 Facebook likes/fans. If you don’t have a URL, you can apply for it on Facebook. Do note that you can’t change it once you’ve applied.
Can you imagine typing that URL on your browser? Wait…. can you even recall what it was? Qatar Airways made it tough for people to follow them on twitter, as customers had to “request to follow” first, which they will then manually approve later on. Not many people are willing to go through so much trouble just to “like” your business or “follow” you, unless they are diehard fans of your business or unless your business is just like Apple.
Make it easy for customers to find you
Here is one by Four Seasons Hotel (don’t you just love them?). They have a clear URL of their social media presence on their martini menu. Hopefully people won’t get too drunk and forget about it. LoL. @ThomasMarzano said
“It’s a great idea because people could order their drinks and while waiting they could tweet about it. “
Photo credits @bethebutterfly
The same goes with customer services. Make it easy for customers to reach you. We don’t want to search the entire web to FINALLY find your email or customer support form.
Customer service fails #1
I remember @unmarketing mentioning this in his video. Let me see if I remember the story correctly. As I recall, he wanted to buy a pair of sunglasses because he had a REALLY BIG HEAD, however he wanted to ask if they could ship it to Canada.
This is what he did
- Went on Twitter to ask – they were on Twitter, but they didn’t update their pages in a million years (tech age)
- Emailed them – the email support said it needed to reach a certain number of characters before it could be submitted
- Called them – The number wasn’t active anymore
- Emailed them again – this time Scott added some extra characters like *I love my cat…* I made that up but he really did add something funny into it if you know Scott.
Finally the company responded to Scott’s email, and their respond was….. “NO”.
Customer service Fails #2
Some websites today make it so hard for customers to reach them. I had one experience with a website I wanted to contact and it didn’t have a contact form or email. All it had was a FAQ page, which basically didn’t help me at all.
@Jimconnolly recently wrote his HTC customer service experience, where he had problems and the customer service didn’t help him, so he emailed them. HTC did respond, however Jim couldn’t respond to it. He had to leave his email, visit a URL, enter a long series of numbers, enter his email address and then type his message.
WHAAAAAAAAAAAAAAT? At the end of the blog post, he didn’t recommend the product! This is what Jim posted
“I no longer recommend the brand, because I don’t want people to experience the same customer service frustrations that I encountered.”
OOPS! See what I said about making it easier for your customers?
How it should be done!
Thought of including a case study on how brands or businesses today are making it easier for customers to reach them. Since I already showed one on Four Season at the top, I thought I should include one more.
Samsung showed other brands how they can integrate “social” into their website. They have certainly made it easy for consumers to reach them with on their site. @SamsungEsteban was the brain behind it.
Samsung did all the hard work for their customers. They didn’t want customers to do any work at all if possible. They even included the hashtag there, so that Samsung could find tweets easily (since not all customers know what is a hashtag). Customers can pick who they want to send the tweet to and it will automatically be included in the tweet. This alone helped Samsung to increase their engagement by 1000% according to TNW. ONE THOUSAND PERCENT.
What about you? What experience do you have to share with us here?
photo credits: Oskay