Virtual brick walls frustrate customers
Customer Experience and Usability | 12:48 pm Wednesday, Nov 7 2007 |
Do you have “brick walls” blocking the positive user experience of your customers when they’re on your website?
Here’s an example I’d suggest you avoid.
MySpace has a feature where you can specify your high school — not a bad way of tracking down old friends. However, my old school isn’t in the database, so I contacted MySpace.
The first reply — obviously automated — answered nothing about the detailed information I’d provided about the school not being listed.
A week later, a second email turns up — telling me to try what I’ve ALREADY done to find out my school isn’t in the database!
MySpace then suggest if the problem still exists, to contact them.
I’ve ALREADY done that — several weeks ago! Did a real live human being actually cast eyes on my message? I doubt it.
From the customer’s point of view, this response is both irrelevant (covering areas I’ve already considered) and in part offensive: they don’t care enough to read my detailed submission to know that I’ve already advanced past their suggestions.
And, if I do submit this again — what’s to say that I won’t just go through the same run-around frustrating waste of time? There’s no assurances in the message received about that concern.
Have you looked for virtual brick walls? What can you do to assure your customers of a responsive, relevant reply?