Are Your Customers Finding What They Need?

by Jeannie Walters

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Customers Finding What They NeedIs there anything more frustrating than trying to find what you believe is a core function of a web site and NOT being able to do so? How about searching for a restroom in a busy department store with a total lack of helpful signage? What about the app you KNEW you downloaded last week but can’t seem to locate again? This month, we’re positioning our CXI® magnifying glass on the topic of findability: Are Your Customers Finding What They Need?

While it may seem like a small topic in the grand theater of customer experience, it is a key component to creating experiences for your customers that are truly memorable for the good stuff – not the totally frustrating. After all, how can any experience be effortless if there is so much effort in just finding what we need?

Some topics we look forward to examining:

  • Web site navigation – The topic du jour since 1998 has been how to make navigation easier for users. As companies expand and contract within their own walls, the web sites often show the strife through bloated primary navigation options or navigation via the company org chart. 
  • Signage as a touchpoint – It’s amazing what’s overlooked in what might be the one of earliest forms of customer “help.”
  • Marketing communications – Eagerness in launching a marketing campaign has forced more than one prospect to search for a landing page, a specific promotion or even a company that isn’t easy to find. How can we make this easier?
  • Internal tools and resources – We’re passionate around here about how vital your people are to the customer experience. They can only help your customers if they can find what they need when they need it.
  • Digital clutter – We all have it now. Accept your customers do, too, and need your help finding what they need. Text messages, email newsletters and desktop push notifications – oh my!
  • Embracing the NEW – Not too long ago, pundits were claiming we would never read content online. Then they said we wouldn’t pay with our phones. New technology that answers the question “Can I do this easier” for customers always wins.

What else should we tackle? Our ongoing discussions on Facebook, Twitter, Google + and of course, here, help drive what we turn our magnifying glass to next. And don’t forget we are always looking for micromoments to add to our Pinterest board or even earn the title of micromoment of the Month! Join us anywhere you can find us!

Photo credit:  LostBob Photos via Creative Commons

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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