Friday, 16 May 2014

Customer contact forms - do these help with the customer experience?

In an age where digital transformation is affecting all avenues of our lives the contact us page on a web page has a distinctly old school feel about it. When web chat and social media monitoring gives instant response to queries is there still a place for a customer query contact form with a fire and forget approach?  These forms are more commonly found on websites for small firms where they have no dedicated IT function for customers to contact them (generally out of hours) with an enquiry. When using this service it is important to consider some basic customer journey principals. 

1) acknowledge receipt of the enquiry immediately with confirmation to the supplied email account
2) have SLAs in place for how quickly you will respond in person to the enquiry 
3) make the form as simple as possible with as many aids to completion as possible
4) if you have other channels of communication available then make these visible for the customer who may wish to ditch the form and contact you another way
5) welcome the interaction and the positive outcome this could mean

Web page forms still have a place especially for smaller firms but make sure you follow the basics in best practice to optimise epic customer experience. 

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