…are you making it easy for people to connect with you?
I struggle with this topic on a regular basis in my personal life:
- Should I buy a book or add it to my iPad as an e-book? (Is it more convenient on a tablet or in paper? Why?)
- Should I call my wife or just send a text? (Which one is more effective? Why?)
You could make a strong case for either one. Again, most people have moved on and embraced technology, but is this always the best route? Are there times when paper and direct communication are better and more effective? This is the struggle that companies and customers are coming to grips with.
Here are some examples where I feel the client may not be getting the best service.
A company’s’ commitment to paperless. I think of Apple – Is it convenient to have your receipt sent to your email address?
Company representatives answer the phone and tell customers to go to the website for more information. Another step for customers to take. Why can’t company representatives answer questions directly over the phone?
Companies develop a QR Code that take clients to their website. Wouldn’t it be just as easy to give people your website url?
Companies’ spend a lot of time and development into their website, but do not list people, phone or address information. How is this inviting to clients?
The key here is to incorporate technology to make it easier for people to connect with clients and make it more inviting than ever and easier to do business. This isn’t easy by any means. With new technologies being rolled out daily, many people do not keep up with the latest changes and do not take the time to learn how their smartphone and tablet devices can assist them. Companies are caught in the middle and must make adjustments, especially in those cases where their client base with respect to technology is all over the spectrum.
The best approach I have found is to simply implement new processes and continue to refine and create simpler processes. As illustrated above, it is important to implement new technologies, the harder part is to continue to make them seamless and easy to use for your clients. Too often, many companies make the decision to adopt technology and they try to justify why they need to have it and show all the benefits. The only benefits that come from technology are the benefits that customers receive because they have adopted that technology. Make processes simpler and customers will come.
The worse thing you can do as a marketer is to adopt technology and think you are going to change the way people think about that technology. There are far too many examples of this type of technology and it can have quite a downside if you are not careful.
Image courtesy of David Castillo Dominici at FreeDigitalPhotos.net