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
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.