Is Your Business Conflicted?
A conflicted business is one pulled in two opposite directions by (apparently) valid desires/objectives. They aren’t quite sure what to do with themselves. They know they should engage their online audience better but there’s a gap between what they know and what they do. Sometimes, to the extent of starting something and then using another to fight it.
For instance, my ISP has branded and sold themselves as a pretty progressive brand embracing unified communications and all things Web 2.0. Very hip website, witty material, a presence on YouTube even…but no customer care email address on their site. Or a form where I can report when my connection’s own. Do they imagine their service won’t EVER have a problem? That customer’s won’t want to complain? I think they want us to feel like they care, but they don’t want to have to care. It’s too much work. So they make all the right noises and never deliver.
Then there’s the bank that set up a new product targeting young people, Generation Y. They are connected, restless and looking to associate with a brand that’s cool. But is there a form on the site that I can fill out to start the process of opening an account? Of course not! I have to download a pdf form, fill out by hand and deliver it to the nearest branch. Fat chance they’ll get my business.
Here are some things to consider when setting out to do something ‘customer-centric’ online.
- Is it consistent? Does this new initiative align with our activities on the ground? If it doesn’t, there’s a risk that the online activity shall be abandoned before any meaningful return can be gained.
- Is it aligned? How does it align to a business goal? There’s got to be business reason why you have a web presence. At least one. What is it? If you can’t find it, put your money in another initiative until you can. The bank should consider inserts in local newspapers with application forms attached. That would align very nicely with their goal to sign up as many people as possible to their new banking product.
- Is it accessible? How many hoops do I need to jump through to get to the service? Is your website too heavy for your demographic to download? Is it full of industry jargon?
Can you think of brands that are conflicted? Please share 🙂
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