Last week, I had to make a special visit to the dentist to get a filling replaced. As I was sitting there getting worked on, I noticed how well the dental hygienist anticipated the needs of the dentist. She always had the exact tool the dentist was reaching for ready. She was able to take a tool from the dentist and hand her another one at the same time, with one hand. It was almost poetry in motion -- how well they worked together. I mentioned something afterwards to both of them, about how well they know each other's needs without any verbal cues. The dentist told me that when she is breaking in a new hygienist, it can be really frustrating until they get to know each other. She said she often goes through a number of them in order to find one she works well with -- someone who makes her job easier.
It made me think about how we treat our site visitors. Are we anticipating their needs? Are we streamlining the process? Are we making it easy for them? Do they struggle through our process? A few things jumped out at me:
In the market today, there are three good examples of companies that anticipate its customers' needs:
In closing, why do the hygienist and the sites want to improve satisfaction, reduce barriers, and anticipate customers' needs? It's simple: it makes good business sense. Increased online success for our visitors means increased success and profits for the site owners/company. Take some time to think about what your company is really doing to address these needs. How far you go in these areas will depend on the potential upside for your company, based on industry, brand, and size. No matter your size, these are important things to consider and take advantage of.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
As president of the Americas regions for the digital agency POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. Jason has 20-plus years experience in digital strategy. He is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports our clients and employees in driving new engagements and delivering great work that works.
Jason speaks frequently about helping marketers take advantage of data to make smarter business decisions and improve the success of their organizations. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
March 19, 2014