WEBMASTERS – LISTEN–What can you do to make the customers experience Amazing

8 10 2007

The other day I was on Amazon.com and I was updating my recommended list. Once I got 5 minutes into that list I realized why it is that I stop working on it every single time. Amazon.com make the layout of the site easy but once you want to do something they make it a lot harder than it needs to be. So I wanted to tell them about the laundry list of things I saw they could do to make the customers experience easier and more productive. Guess what? I look through 3 pages from where I was and I couldn’t find a feedback link. Listen Amazon finding out what your customers think should be more important than selling stuff because when you frustrate customers you lose them PERIOD. So a feedback link (unless I am blind) should be as easy to find and as noticeable as that stupid gold box that I have never opened. Of course I instantly thought of my readers and I thought this is a hugely important topic that isn’t discussed often enough LOSING CUSTOMERS and what you can do about it. So this post is lesson one the customers experience.

So the first thing about their website is that they make it easy if you want to place an order but hard if you want to do anything else it become progressively harder. Let me give you an example I want to put something on my wish list and the next thing I see is a page of recommended items which I appreciate. However They don’t make it easy to do your only two choices — there is no direct link back to what you where doing before your wish list or selecting multiple things on the recommended list without having to go back and forth. At this point I have forgotten what I started and get frustrated and leave. My dumb ass forgets though every time I go back why I left–I was frustrated, lost and couldn’t find help so I start the hopeless crusade again. Hopefully I’ll remember now that they only care if I’m purchasing something.

So what does you customer feel about your businesses experience on line or off line? Have you keep with the times in your store design? Every knows that JeffBezos hasn’t done anything to make that website any better in 5 or 10 years. He probably thinks that since his company makes billions that he is okay but so did AOL when they pulled this junk of being the best.So talk to your customers and ask them (don’t ASSume) everyday about all the parts of their experience. If they give you things that they didn’t like be grateful because they my have just saved you. Sometimes just talking to our customers can save us more than a sale would give us in profit–not all the time sometimes. Become a people watcher step back and look how easy it is for your customers to see prices, get something off a shelf to look at it, or walk without trip over a display. Here’s the rule= just because you think something is completely obvious doesn’t mean that your customers will .

Your goal is to make the process of doing ANY type of business with you as enjoyable as possible. Give you customers an experience that leaves them saying "WOW "and that is one the keys to them coming back again and gain. After all look at Disney World the rides don’t change but why do people return year after year? Simple they want the experience of how they feel when they are there. If Disney could bottle that up and let people take it with them they would be trillioniares. Make your customers viewpoint and their experience be your number one goal and it will be sure to help your profitability




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