Archive for the ‘Customer Service’ Category

When I conduct online strategic plans for clients, one of the more common questions I get is, “Can you develop an online loyalty program?  It is working in our physical stores, and we would like it to work on our new website.” 

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I’m a big advocate of usability as a tactic. You certainly don’t want to place obstacles in front of users. However, we urge our clients to go beyond usability.

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In a scene from the movie Legally Blonde, Reese Witherspoon fakes heartbreak from an obviously unattractive male in front of two women, causing the women to instantly change their attitude towards him from uninterested to highly attracted…

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Every week, every day, potential new customers come sniffing around your site, looking for the scent that gets their tail wagging. If you’d like your site to fetch you more new business, and let’s face it, who wouldn’t? Then here are the 3 things that might be getting in the way of potential leads following their nose to you.

A lot of sites do these 3 simple things wrong, so don’t hit yourself with a rolled-up newspaper if yours is one of them. Just so you don’t leave with your tail between your legs, also included are what you can do to fix the problems…

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I feel sorry for Businesses looking to build a new website with the hopes of improving online performance.  It is interesting how conclusions are made relating to the need for change.  It could be industry intelligence which has identified they are not keeping up with  competitors, or perhaps Senior Management has decided on unrealistic growth targets.

The result?  Someone from Management has been given the unenviable task of finding an outsourced Online Supplier to build something that works.  They don’t know what they want; all they know is what they got, ain’t working!! 

This is happening all over New Zealand, and it is time someone helps out and provides a guide on how to find an Online Organisation who can meet your needs.

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I am going to admit something.  I sometimes have a tendency to drive fast.  I can’t control it, call it an innate need.  When I was a youngster  I rode my tricycle fast, when I was pre pubescent, I rode my skateboard fast, and when I was a teen, I rode my ten-speed fast.  In those days, the worst thing that would happen is the odd scraped knee.  

Now that I have a car which has a tendency to go fast (it’s not my fault), there is the rare occasion when the police disagree with my interpretation of following the rules of the road.  The result?  A speeding fine!

Being a responsible adult and doing my part to contribute to the Government’s unlimited pot of money, I wanted to pay the fine online.  I am too busy to post a cheque, and couldn’t even tell you where my cheque book is.  I haven’t seen one in years.   I head to the New Zealand Police website hoping to find a simplistic method to pay the fine.  I budget 5 valuable minutes out of my important day to do the right thing.

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If a retailer tells you their website does not affect their physical bricks and mortar business, they are either doing something very wrong or telling fibs. The statistics below prove the power of a multi channel approach!

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It is very common for us to meet clients for the first time with big budgets and big ideas.  Many clients believe the more money they have, the greater likelihood their online ideas will become a great success (someone better ask Ferrit what is left in their bank account).

Even though we would love to take your money, Exceed Online is about making a successful online solution which either stands alone or aligns to a physical business model.  The New Zealand business community needs to understand, succeeding online does not solely rely on sales and marketing. 

It may sound absurd, but we have seen online businesses fail despite strong sales, the costs to deliver becomes too much.   Exceed has also seen companies flourish with average marketing (and average websites) but become very successful because their ability to deliver on promises far exceeds their online competitors.

What do you need to know before you come and see the Exceed Online team??

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The buying process for every individual is different.  There are visitors who are in the early stages of buying wanting to learn more about the product or service, and late stage buyers who know what they want and want it now. 

Are you confused?   

Most of you realise this contradiction and typically opt for building a website around the late stage buying process.  Why?  Because it is easier.  Though appeasing late stage buyers is less of a challenge (many are still not doing a good job at it!) a greater understanding of how both buying types interact on your site is important.

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I recently attended the Search Engine Room one day conference in Auckland, and was pleased to see such a great turn out for a first time event in New Zealand.  Numerous speakers from varied backgrounds provided their thoughts on where the online space is heading both globally and in New Zealand. The one comment which still rings in my mind was spoken by a representative for an Advertising Agency (who shall remain nameless).  This individual was asked to comment on the positive or negative effects search marketing has on building brands:  a very good question.  The Agency representative stated search marketing has no value in brand building.  Well, you could have knocked me over with a feather.

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