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Re: The Face You Present

Have you ever tried being your own customer?

I was treated the other day to a spectacle. An office receptionist calling and calling and calling a postage meter company.

“They seem to be more interested in me just going away!”

Typical technology. There’s a message on the display “Upload message required” or some such. The machine is unusable. Being careful, she called the company.

“We don’t know what this means, what we should do!”

Indefinite hold.

Lengthy quest on sales oriented website – no usable information. Fruitless search for manual. Mail out also on hold…Call back.

“Just a moment” -

“Yes?” Another complete version of the dilemma recounted – as long as the first. “I’ll have to get someone who knows about this…” Receptionist frantic to avoid endless looping tries to hold on but…. Indefinite hold again. Boss comes out to enquire about mail-out. Uh oh…

Have you ever tried being your own customer? Does your company present an impenetrable barrier to those trying to call and do new business with you? Who or what do you have to know in order to get through the wall? Are you just making your service customers sorry they ever heard of you?

Patience is diminishing. Accessibility means business. But the implicit tendency? To believe that all who needs/ wants us already has our coordinates.

Cell phones are not listed. Email? I must have your exact address. Can I get it from your website? If I get it, will I be spammed out? If I get through, will you answer?

CIBC Investors has the usual "Contact us" on its web. But instead of disappearing into ispace, my friend’s recent message was immediately responded to, followed by a call from a person. Who was helpful. He was thrilled. Late for a recent Westjet flight, he phoned reservations: last resort. They actually closed the loop, got the gate, said he was almost there and he made the plane.

A moment of magic! Amazon has made automated contact a science. But many businesses treat their systems both phone and internet as if they have, without the work.

I'm typing this on a French hotel keyboard. It's fine except the A is on top of the 3rd line of keys exchanged with Q, the M is where the ; usually is, all the punctuation is moved around and the Z and W are exchanged. If this resembles the frustration our potential or service clients feel - thqt cqn't be good§

Have a look - as a customer looks - at the receiving end of your world. Spray your real addresses around - everywhere on your web entry. Keep them current.

See if your firewall is keeping intended customers out. Listen to your phone system - and see if you could get through, if you didn't know how. Let a friend try it and don't argue with what they say. Put those cell numbers you're paying for on cards and sites. Otherzise your custo,ers zill think you qre i,possible to tqlk to§

Our business is helping our clients talk together to get priorities straight and get things clear and done. Yours is to reach and help your target market.

Help them help you! Have a renewing summer.

Doug Bouey

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