Hidden Information Does Not Improve Customer Experience

What’s in a word? If that word happens to be jargon or in-house coding and it’s going out to your clients, a lot. Improve customer experience by making certain your communications with clients are crystal clear to those who are not necessarily in the know about your terminology.

Sue forwarded me a strange e-mail she received from a catalog retailer in the United Kingdom.

The message says:

“We can confirm your order details;

Estimated delivery date: 16.10.2001
Order reference number: BA01
Total order value: 68.37

Unfortunately, Item 107-694 is currently unavailable. We have a substitute which is a similar item but all cream in color. If you would like the substitute item sent please contact us by telephone or by e-mail.

Best Regards,
Online Customer Care”

What in the world is “Item 107-694?” How strange that the company tells her the item code and available colors, but does not mention a name or description of the product. This letter does nothing to improve customer experience and it gets worse.

The company asks Sue to contact them either by telephone or by e-mail, but no telephone number is provided.

Such simple information. So obvious to the company. Why is it hidden from the customer?

Key Learning Point To Improve Customer Experience

Don’t expect customers to know or remember everything about your products and organization. Customers appreciate convenient references and reminders. Make it easy for customers to contact, query, try and buy. Do so and you will improve customer experience.

Action Steps To Improve Customer Experience

Put complete access information on all your products, packages and points of contact to improve customer experience. List your mailing and e-mail address, telephone and fax numbers on every page of your website. Put stickers with the same information on the back, bottom or side of all your products. Be sure the signature file in your e-mail program is accurate, detailed and up to date. Make it easy for customers to find you, know you and love you.


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Copyright, Ron Kaufman. Used with permission. Ron Kaufman is the world’s leading educator and motivator for upgrading customer service and uplifting service culture. He is author of the bestselling “Uplifting Service” book and founder of Uplifting Service. To enjoy more customer service training and service culture articles, visit UpliftingService.com.

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