Travelling overseas the past few weeks gave me an opportunity to experience many different ways that people ‘do business’. While some differences were simply cultural differences that I was more than happy to roll with, other differences were great examples of ‘what not to do’!
One of the places we visited was a theme park, which upon entry, provided us with a glossy, comprehensive looking map so that we could find our way around. It was available in English as well as a number of other languages: so far, so good!
Unfortunately the map was not only difficult to understand, it actually made navigation around the park harder, not easier. So we decided to ignore the map and follow the signs around the park to get to the attractions we wanted to see. That worked well until we got to a junction and there was no sign telling us where to go next!
What was obvious to me was that the management of the park had not taken the time to assess their maps and signage from a newcomer’s point of view. It made perfect sense to them because they were familiar with the layout of the park.
This got me thinking: how often in your business do you make assumptions? Do you have a Frequently Asked Questions section on your website that answers all your customer queries? Do you provide basic information about the services you offer? Do you give clear instructions for first time visitors?
It might be time to assess your marketing materials (including signage, forms and other materials that customers interact with) to ensure that you are helping your customers rather than hindering them.
Michelle Grice writes a weekly column for business women in The Western Weekender