I’ve been using the web site of Navigon, German based maker of GPS systems for cars, cell phones and other uses to find out how to get my GPS working. While navigating Navigon’s web site, I realize how much is lacking from its web site compared to, say, a great web site like Amazon.com.
Navigon’s support pages are not clear enough. There are no pages showing the product image and model number, so I know that I have selected the right product (on my GPS there is no model number on the device). Navigon has a decent knowledge base of information but I could not find the problem that was occurring with my GPS. I did find the answer on Google.
How does this apply to you?
Maybe you’ve installed a new CRM tool? Or maybe a you have a nice customer service support module on your web site. Maybe your new telephone system vendor has promised that your customers will fall in love with the artificial intelligence instead of traditional push button menu prompts.
You and your staff should be daily using these tools so you never lose site of the actual experience your customers are having. Maybe you think all is well on the “customer facing” end of your technology, but you don’t know that most of your customers are getting a very bad experience.
If you are not calling your own company to see how the voice response is working, browsing through your own web site to see how the purchase process is or at least getting frequent feedback from your customers, how will you know if they are having a pleasant experience?
The benefit of technology is that it enables you to do more with less. The downside of technology is that you can also affect lots of people in a negative way, much faster than ever before.
30 years ago, if you had 100 employees and 5 were “bad apples”, they could only affect a limited number of employees. Today, through technology, your “100 employees” are now represented by a $49 a month or $500 a month web site – which can affect thousands.