Quality content plays a critical role in self-service design. Often a small change in a link, heading or sentence, can lead to dramatically higher task completion.
As an intranet professional, your career is about collaboration. Of systems and processes, not just people. The Web is a network and those who thrive on the Web network, connect and collaborate. It’s the same with the intra-net, where the lines are increasingly blurred between what is ‘internal’ and what is ‘external’.
The web is one of the most perfect feedback environments, where the creator and the consumer become intertwined in the network.
Self-service is for high volume, simple-to-do tasks. For less frequent, complex tasks, face-to-face is often the best option.
Search is just one part of the jigsaw puzzle of customer behavior. It needs to be considered in the context of the customer’s task.
At the crux of many management decisions today is the tradeoff between control and simplicity.
Brands like to boast about simplicity. ‘We’re really simple to use, simple to do business with.’ Nobody boasts about their complexity. ‘We’re really complex to use, complex to do business with.’
Simplicity should be to self-service as chocolate is to joy or sadness is to taxes. Human-to-human service (the ‘opposite’ of self-service) is rich in flexibility, cues and empathy (unless you’re dealing with an ignorant service professional). Human interaction oils the path towards successful task completion.
Self-service is the essence of the Web. People go online in order to solve problems and complete tasks on their own.
Customers are not as locked into services as they are to products. Therefore, we need a continuous process to ensure that the customer is satisfied.
The shift towards services continues. Almost 80% of the U.S. economy is already made up of services. Increasingly, products are becoming commodities. Service differentiates.
The good news: 88 percent of business buyers believe that online content has played a major to moderate role in vendor selection. The bad news: Only 9% of buyers trust vendor websites
This is according to a survey entitled “The Content Connection To Vendor Selection” from the Chief Marketing Officer (CMO) Council, published in March 2014.
Truly customer-centric companies will dominate the Internet Age.
Alibaba, a Chinese Internet company, is about to go public in the US. It is expected to raise more than the Facebook share sale.
Of course, everything you are now about to read is fictional. Most real customers couldn’t be bothered writing to organizations to vent their annoyance. They just leave.
Customer: Hello, I visited your site interested in getting a price for your product. Couldn’t find any pricing info. Instead, there were these huge images that took ages to load.
Organizations can’t resist broadcasting when customers just want to get something done.
This was a website that was “blowing the doors off” web design, I was told. Oh yeah? I bet you it’s also innovative and cutting-edge with awesome branding. I have learned over the years that whenever I hear these sort of fantastic phrases, it can only mean one thing.
The best governments in the world take as little time as possible from their citizens. Simplicity thrives on transparency. Corruption thrives on complexity.