On many a Web Design Wednesday we have stressed the importance of having a website that not only looks appealing but offers optimal usability. Like I emphasize to all of my Los Angeles web design clients, representing your brand with an inviting and user friendly website is not only valuable for catching the attention of prospective clients, but also for interacting with and retaining existing ones. You will likely find users turning to your site not only to check out your blog and updated products or services, but also to seek customer assistance. Think about the last time you picked up a phone to place an order, ask a basic question, or find general information about a company offering something you needed or wanted. With online opt-in forms, FAQ sections, and live chat capabilities, an increasing number of people are electing to find answers and solutions quickly and directly.


In Diane Clarkson's recent blog post, she discusses the growing preference for a user-interactive website as an alternative to phone-based customer service. According to a recent study by Forrester Research, 72% of U.S. consumers said they would rather utilize a website to find information and troubleshoot instead of picking up the phone to call a business. The benefits of this trend are fairly clear: customers save time (namely that which they used to spend listening to bad hold music) and feel more self-sufficient from finding solutions on their own; and businesses save money by minimizing the use of pricey customer service (which can easily run you $6 to $12 per contract).

While the breakdown of which customers prefer web-based service over "the human touch" can vary from brand to brand, a 2009 North American Technographics Customer Experience Online Survey showed that while 69% still elected to telephone customer service, 55% chose to email or read FAQ's rather than make phone calls. This is why your website should keep informational sections, straightforward inquiry forms, and hyperlinked Help email addresses in very plain sight, as they can save your customers frustration and dissatisfaction.

Additional and even more streamlined alternatives include click-to-chat or call options, virtual agents, and co-browsing. Also, keep an eye on your Facebook, Twitter, and other social media accounts as a significant number of customers may use them as a method of getting in touch with you. Remember, the fewer clicks and seconds it takes people to reach you and get an answer, the more likely they are to keep coming back.

Thanks for reading. Jason.
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