I was sent a customer feedback survey email yesterday from a well known supplier of business insurance. The company had provided a good service to me in the past and I was pleased to complete the form as it said in the email that it would only take a few minutes.
Is it a phishing email?
The first thing that struck me about the email was the lack of brand identity - No Logo or heading. At the bottom of the email there was an email address for the MD of the company. No contact details or company number - is this a phishing email?
I decided to contact the MD to confirm if this was a legitimate request. So I looked the company name up in Google. The site I was presented with had no Contact us page but did have various services they provide including a tab marked Business. I clicked on it where I was met by a new web page and a number of options to select from. On this Business page there was a self promotion advertisement saying ‘Contact Us Our team of specialist advisers would love to help you. Please call us free between: Weekdays 8:30am to 5:30pm’ A nice message but No telephone number!
Back to Google to find their telephone number on a directory website.
On the phone I got through to the call centre where the operator did not know who the person I was looking for was. She worked in a different department in a different town. She put me through to the head office where I spoke to the marketing department. They were aware of the MD and then told me that he was away on holiday until the next week.
They also explained that they had sent out the survey email and it was a legitimate request.
The poor user experience
My whole user experience in this case was poor and if I had wanted to buy insurance from this multi-million turnover company then I would have had quite a job. Unlike most users I went far above the usual levels of persistence to get a response purely to see where it would lead.
Most individuals would have given up when they could not find a telephone number on the website. Hit the back button and looked for an alternative provider.
How many customers are they losing each day from a poor testing procedure and unconnected promotion of their services?
It is hard to tell how many potential customers you lose each day from your websites. The only way to find out is to carry out a website user experience review with an expert. The cost of which is far less that the loss of revenue and sales and the brand damage that it causes.
If you want to know the name of the company then email me at info@businessforbusiness.co.uk and I will tell you. If you are the Insurance Company then please get in touch and we can arrange a Website User Experience Review for you. The RoI on a User review is between 200% and 700%.
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