How Would You Rate Your Customer’s Experience?
As we move into an era where customer’s expectations continue to change more rapidly, we should take a moment to reflect on how our websites are evolving to meet those expectations.
I am not referring to the money we spend to get potential customers to the website, but more about the experience they have once upon arrival. Do they look around at pictures of projects you’ve done or possibly even read about the company and the people working there? Maybe they fill in the on-line form so they can get more information or set up an appointment.
Sound familiar? Let’s take a step back to define what we are trying to achieve with these customers. Keep in mind that these aren’t all strangers to your company…it’s also the folks that have been referred.
Here are the top 3 things that I believe a website needs to convey:
- Confidence and Trust – Is the website nice looking and up to date? Are the blogs current or were they posted the last time the Chicago Bears won the Superbowl? (Sorry Bears fans but that was 1986. Ouch!)
- Personal Connection – I have never figured out why I don’t see more group or individual pictures of the people working there. We are trying to make the on-line experience warmer and fuzzier, so the customer starts to like you before even meeting you. Tell your story in a way that helps make customers want to do business with you.
- Engagement – This is the one place that I think most K & B websites fall short of the mark. Customers are looking for more interaction with your website beyond filling out an information form. How about keeping them out there longer by providing video content or consumer-friendly design software that they can play around with? They could start to pick door styles, finishes or countertop colors. Get the idea? The list goes on…but how cool would it be to capture all that information before the customer even walks in your door and their selections are already laid out for them? That might be a pretty impressive first step…
Well, it’s time for me to get back to kicking rocks so I will leave you with this:
A recent survey of K & B Dealers conducted by the NKBA ranked various aspects of their business and how important they were to the company. Technology came in 8th out of 9 but who wouldn’t guess that? I was just surprised that it beat out “what’s for dinner?” but only by a slim margin 😊
If you want to learn more, please join us on June 22nd at 12:00pm EDT for our next episode of the Adventure Channel about “The Online Customer Journey”
YouTube – https://youtu.be/A3VyY0KsnAg
Hope you can join us!