Bryan and Jeffrey Eisenberg, the founders of Future Now, state in their book Waiting for Your Cat to Bark that “The most important factors for customers today are the experience itself and the information available about that experience. Lots of choices. Lots of information. It’s the most experience-based economy we’ve ever known”.
This is the “new” customer service. From web site to voice mail to the order desk, your customers are demanding quality service. The web site is the starting point. What does your site say about your company? Does it tell your customer what kind of people work for you? Community service? Quality standards? What kind of experience does the site give them? Good navigation makes it easy to browse the pages to look for information or to go directly to the piece of information I need RIGHT NOW. Fresh information keeps the customer involved and coming back for more information. Your web site should be a resource of information. You know you’ve made it when customers come to search your site instead of googling a term.
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