Do Your Customers Understand You?

In the office—and on this blog—we throw around the term “effective communication” a lot. In a previous post, I talked about how your entire chain of dealing with suppliers, employees, and customers should be centered on effective communication—that is, clearly explaining your products and requirements and listening and understanding others.

Do we effectively communicate with our website?

You may think you do a good job of the latter. You have a method for collecting customer requirements and feedback. You have open channels of communication with your employees and suppliers.

But what about the former? How clearly do you explain your own products and services?

We’re working on a new website that will more explicitly state the services we provide to other companies. It’s a big part of our product offering, but until recently, it’s been a small part of our website. In formatting the homepage, navigation, and other design aspects, we’re constantly asking ourselves “What would make the most sense to the customer?” It doesn’t matter what you think about your products or services. What are they looking for?

This can be very difficult to use the right words when you’re selling customized services. But when you make sure the focus is on the customer—or flat out ask the customer for their opinion—it makes things easier.

When was the last time you asked your customer whether your communication is clear to them? Have you changed text or visuals based on customer feedback?

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Originally published in 2009 by Bizmanualz, Inc. under the title Do Your Customers Understand You?. All rights reserved. Reproduction permitted with attribution only. www.bizmanualz.com