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Donna Siegel
Donna
Siegel

Use Your Web Site To Solve Customer Problems

Customers want personal care. Traditionally, that has called for direct contact with live customer service representatives. Today, the realities of cost are forcing companies to use automated customer service solutions, such as Web sites. The result can be either highly personal or a total customer turnoff. It all depends how you Use Your Web Site To Solve Customer Problems.

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It's been said that a customer's problem is never completely solved until the customer thinks the problem is solved. In most customer service situations, whether on the phone or in person, it's the customer service rep's job to ensure that the customer leaves satisfied that the problem has been solved. But what happens when the rep is not there -- when the customer has to rely on the technology in the Web site to resolve an issue? What can you do to make your Web site more responsive to the needs of customers?

What Do Customers Want Anyway?

When you get behind the scenes and into the customer's head, you'll find that there are some basic expectations your customers have of your company regardless of whether they are talking to a service rep or using your Web site. These include:

To accomplish a specific task
To address related needs
To be viewed as a person and feel special
To be handled fairly

To accomplish a specific task
It may seem obvious that a person with a problem wants to be able to go to your Web site to resolve that problem. But in fact, it may be harder to accomplish than you think. One of the major factors that helps customers accomplish their goal is to know what the steps are in the process of problem resolution. At many sites that is not intuitively obvious.

Some sites accomplish this function of stepping a customers through the process by using a form. This is a good technique for guiding the customer, just as long as the form is not too restrictive. Sometimes the best way the customer can describe the problem is to put it in his or her own words. A large number of sites are now using an email opt-out to help customers express their problems or questions in a free-form manner.

Another important design feature to help customers accomplish their specific tasks is to make sure they know how to navigate on the Web site. There is probably nothing more frustrating than clicking through a Web site and knowing you are hopelessly lost. Many Web sites are now including site maps, which are useful tools for ensuring that customers can know where they are -- and more importantly, how to get to the information or resources they need to resolve their problems.

To address related needs
Often a person who goes to a Web site to resolve one type of problem may have other related areas of interest or questions on their mind. In the Web world, that means designing the site so people can easily get from one related area to another. A person trying to figure out how to use a function in a software product may also be interested in finding about various upgrade options. A person looking to repair a broken appliance by ordering a part, might want to access a detailed description of the product.

Another major factor in designing a Web site that resolves customer problems is the flow of information. The information must be structured to match the internal process of the customer for finding that type of data. What is the most logical sequence from the customer's point of view? If you're not sure, talk with some of your customers and ask them to describe the flow that they would prefer.

Overall, it's your goal to make your site as easy as possible for the customer to get the service needed. So it's important in your design to avoid having any unnecessary roadblocks or delays.

To be viewed as a person and feel special
An important element in the successful completion of a customer service transaction is the human side of the interaction. In the Web site, by definition, you have eliminated the rep. But now you have to add back in some of the personal aspects. Here are a few things you can do to help your customers feel special when they go to your site:

Use devices on your site to help you recognize the customer as quickly as possible.
Avoid requiring a customer to type in unnecessary information. If you have database information that makes it easier for the customer, use it.
Keep the customer informed. Use e-mails to let customers know the status of their request.
Add ways to thank the customer for their business.
Make it easy for the customer to get to a live person if that's what is really required to resolve the problem or answer the question. That means making contact information very visible.

To be handled fairly
While customers would like to have every problem be resolved quickly and fully, sometimes that's not always possible. Customers are tolerant of delays, when they feel that they are being handled fairly. So to make sure your customers feel this way, be sure to keep them informed. Give them realistic information about the steps and time requirements to resolve the problem. Build this information into your Web site or give them options to get the data they need.

Donna Siegel is a senior partner at SeaBird Associates Inc, an author and consultant in the areas of sales management and sales coaching.