The last place customers go when they have questions is to the actual company.
Instead of wading through the pages of some boring, bloated, antiquated, vain, salesy, marginally helpful corporate website, they’re clicking elsewhere.
Since they’re accustomed to instant informational gratification, they’re off to the message boards, online forums, review sites, search engines, video tutorials, social media platforms and user blogs, to answer all their burning questions, right now, for free. They’re using their own devices to help each another with or without the help of the business.
In fact, customers would talk to each other all day long if they could.
They just don’t want to hear from you.
Because more often than not, those kinds of interactions involve too many inane hoops, too many repetitive interactions and too many unhelpful responses, the sum of which destroys customer value.
Can you blame them?