Do your customers love you, asks customer advocate Jeanne Bliss. If your answer is no, then you have work to do, says the self-described chief customer zealot who has worked for Lands’ End, among other companies.
Yesterday, we began Bliss’s list of 10 tips to help start you on your way to customer love. Today, we pick up with No. 4.
4. De-silo your Web site. Web sites are, Bliss says, often cobbled together — created separately by each company division, which builds its own “silo.” Terminology varies from silo to silo, as do menu structures and logic for getting around the site. Fix this, she says, by figuring out — collectively — what the message is, what vitals you need from customers and how you will serve them via your Web site. Your goal is to create an on-purpose brand experience.
6. Fix the top 10 issues bugging customers. Don’t just continually ask your customers what you can do to improve. Act on whatever it is they’re telling you. Get your customer top 10 OFF of your to-do list.
Coming up tomorrow: More Blissful tips.