Page 81 - Delivering Authentic Customer Experiences

Principle 5 Delivering Authentic Customer Experiences

• links that don’t go to the right place or are dead
• forms that are longer than they need to be
• spelling mistakes that can irk users
• off-putting contact options (such as call between 9 and 5
on weekdays)
• long wait times to talk to someone
• links that delete information already provided and create
more work for the customer

Testing for ease of use and value provision can be simply done by
you, a friend, or by recruiting a company to provide a professional
shopper to surf the channels. Knowing what your customers want
from each channel (and what they expect to gain from visiting it)
is a prized piece of information. While the tips provided here will
give you the grounds for a quick tune-up of your channels, they all
assume that you already know what your customer wants. To
keep your finger on their pulse, implement a selection of the ideas
outlined in Principle 4.

Consider this…
• What do your customers expect from a multi or omni-
channel experience?
• Have you tested your online systems and made them
customer proof?
• Do all the links on your website work, and direct your
customer to the right places?
• How easy is it for your customers to access, navigate and
use your channels?

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