I just went 15 rounds with the website of Delta Dental, an insurance company my wife and I use, all while trying to update an expired credit card. I will summarize my experience like this:
The website is so bad it makes me want to pull all my teeth out. I wonder if they’ll cover that.
I’d like to think if one of the boneheads at the top of DD ever had to, say, update their credit card like me, their experience would cause them to make major changes in the customer experience department.
You probably don’t have the occasion to use your own website very often.
But you should.
You should go through what a customer goes through. You should see what they see.
Further, you should call your own front desk after hours and listen to the message.
It’s important that you know the ease (or lack thereof) your clients experience and make any and all necessary changes.
If you want to go full monty, get someone to place an order and go through the entire process. Have them report back to you.
If you want to check on the skills of your inside salespeople, ask for a quote and no matter what the cost is, ask if they can do better. Warning: that one is likely to make upper management cringe.
An act as simple as updating the expiration date of a credit card should not take the 90 minutes it took me. It should not result in a blog.
Frustrating issues like these are within your control to improve, so improve it. As my 3-year-old grandson would say, “I need my help.”
Your customers deserve a smooth and rewarding experience. Assuring this is something you should sink your teeth into.
I would, if I had any.
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Increasing sales should not feel like you are pulling teeth. The Sales Vault can help. Go to SalesVault.pro or call Bill Farquharson at 781-934-7036.
