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

2. 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

3. 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

4. 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

5. 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

6. 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

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

8. 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

9. 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

10. 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!

11. 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

12. 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