Automated
menus are not sympathetic, and rarely help. Just facilitating an actual conversation can go
great lengths in fostering a positive customer interaction.
The support contact form
Without question, the contact form is one of the most important aspects of a company??™s
customer service efforts. This is the one constant that should be maintained in any support
section. Someone will always need help, and e-mail remains the lowest common denominator
of business and customer interaction.
Building a good contact form requires more thought than simply throwing a few fields and
a Submit button onto a web page. To ensure that the contact form is useful and usable,
there are a few best practices for crafting a positive customer experience:
Keep the form short and usable: Ideally, the form should collect four pieces of
information: name, e-mail, description of the problem (facilitated by a large text
area), and categorization of the problem (e.g., via an area to enter the problem
type or product item number). While it is tempting to ask more questions about
the actual issue, forcing the user to define a problem that they don??™t understand
through a series of drop-downs or radio buttons can quickly lead to frustration.
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