 Why
Is This Information Hidden?
Sue
forwarded me a strange e-mail she received from a catalog
retailer in the United Kingdom.
The message says: ‘We can confirm your order details;
Estimated delivery
date: 16.10.2001
Order reference number: BA01
Total order value: 68.37
Unfortunately, Item
107-694 is currently unavailable. We have a substitute
which is a similar item but all cream in colour. If
you would like the substitute item sent please contact
us by telephone or by e-mail.
Best Regards, Online
Customer Care
What in the world is ‘Item 107-694’? How
strange that the company tells her the item code and
available colors, but does not mention a name or description
of the product.
The company asks Sue to contact them either by telephone
or by e-mail, but no telephone number is provided.
Such simple information. So obvious to the company.
Why is it hidden from the customer?
Key Learning Point
Don't expect customers
to know or remember everything about your products and
organization. Customers appreciate convenient references
and reminders. Make it easy for customers to contact,
query, try and buy.
Action Steps
Put complete access
information on all your products, packages and points
of contact. List your mailing and e-mail address, telephone
and fax numbers on every page of your website. Put stickers
with the same information on the back, bottom or side
of all your products. Be sure the signature file in your
e-mail program is accurate, detailed and up to date. Make
it easy for customers to find you, know you and
love you
Next Article in Customer Service Education >>
But Everybody Knows About It
First Article in Customer Service Guarantees >>
Are You Pulling in the Same Direction?
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