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Yesterday, I talked about moving away from SEO and moving toward SCO – Search Channel Optimization. Today, I am looking at building a better experience for clients.
Background
I am in the process of reevaluating the information on my company website and I am trying to look at getting the site to be less confusing and more simple to visit and use. Today, so many websites are now overdone with content and words and menus that people are very confused on where to go with respect to obtaining answers they are looking for. I have collected several client comments regarding our site and I need to insure that customers can access our information in a more effective manner.
In addition, I am also reviewing other channels in the areas of social media, face-to-face, phone, on-site visits, conference events, meetings, etc.
Next, I am going to look at our internal processes and look for ways to create a better experience for our account managers and client service staff. Often times, it is very hard for our own people to serve clietnts effectively because our own systems are confusing or hard to navigate.
Define the Experience
The experience I am aiming for is a an experience where our particular, niche customers know who we are as a company, and making it portable so they have information with them at all times. Our clients should always know they can access their data, send in their samples or get in touch with a representative at their convenience.
It really looks and feels like 24×7 and I really believe we are not that far away from this type of service and support.
(Currently working on this) In addition, the user visit must be intuitive, (no guide book needed). People need to be able to come to our location and feel at ease each time they visit. (Side-note) Today – I think brick and mortar retailers need to work on this. Imagine entering a store for the first time and knowing where to go and having someone help you along the way to get to your ultimate destination. This is where smaller retailers have the advantage over large retailers.
(Still trying to define the concept) The experience ultimately needs to be different to hopefully stand out from the crowd. This is the hardest part for me in building such an experience. I am trying things all of the time trying to get to something that is quite different.
(The future is here and I need to change today) The experience must be part of a greater mobile experience overall. This is really the key. Your company overall must be evolving into a digital culture. This process of creating an experience is a sub-set of a greater change that companies should be looking at. This area is really driving my thinking in 2015 and I believe a “big picture” perspective needs to always be there.
Creating an experience is no easy task and it is a topic that few books or articles really address. Each company has a different perspective when it comes to building this experience, but hopefully in 2015 we will begin to see more articles written on this topic and can really learn from others what it takes to create a great experience in the digital age.
Picture Source: Pixabay
