Chapter 11. Exceed customer expectations with information Make directions simple, information useful Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Learning objective 1: Understand A-plus Information Almost all products and services have an informational component We can exceed customer expectations (create A-plus information) by communicating in ways that are More timely Clear Interesting creative

Learning objective 2: Know 5 ways to produce A-plus information 1. Informational hand-holding 2. Media selection 3. Message clarity 4. Information accessibility 5. User groups

Provide informational hand-holding Even in e-commerce, it is important to get useful, reassuring information into the heads of customers Make face-to-face transactions friendly, pleasant, helpful For internal customers: manager’s open-door policies

Select communication media carefully Consider both efficiency and effectiveness Communication efficiency = the cost of getting messages to users Communication effectiveness = when message is Received by the right people Understood Remembered Acted upon

Learning objective 3: Select informational media carefully Strive for creativity in messages Examples: Use symbols, icons, cartoons in instructions Replace “owner’s manual” with DVD, on- line information Look for opportunities to give personalized information, guidance

Learning objective 4: Use techniques to enhance message clarity Use simple wording Use illustrations Avoid tech jargon, unclear language Be conversations;

Provide timely answers Give info what customer needs it Real-time tracking (e.g., Domino’s Pizza) Keep FAQs current, updated Make it easy to get info--now

Learning objective 6: Create and support users groups Examples: Auto repair business auto maintenance classes Harley owner's motorcycle group (HOG) Credit union “be money smart” website Employee “community of practice” to share ideas

Make customer support accessible Learning objective 7: Pay special attention to A+ information in e-commerce Make customer support accessible Include phone number on Web site Honor customer feedback loop: Answer requests!

Log common questions on FAQ—consistently Learning objective 8: Evaluate your A+ information efforts with communication audits Log common questions on FAQ—consistently Evaluate messages with communication audit

A final thought Giving customers and employees appropriate, easy-to-use information is a powerful way to build loyalty Be creative and listen to customer concerns