We put our customers first. After ourselves.

I was recently working with a client on a website, and I was told that a senior manager would like to change a visitor response form we were using. Responders were given a single box in which to type their name, and a single text area in which to type their address. The client, however, wanted the name to be split into “surname” and “first name” fields, and the address area to be split into separate fields for “street”, “town”, “postcode” etc.

I was interested to follow up the reason for this, because it was my understanding that minimising the number of fields, as we’d done, made it easier for visitors to complete the form. One field for me to type in “Chris Rand” quickly is preferable to having to type “Chris” into one box and “Rand” into a second one, especially as you never know which is coming first – forename or surname – and it all just forces visitors to engage their brain a little more.

Perhaps the client had access to some research which contradicted my assumption? That would be excellent. Or maybe they genuinely felt it would be more aesthetically pleasing without affecting usability? I was keen to find out.

You may see this coming, but the reason the client wanted the change was because his customer database worked that way, and he wanted to be able to transfer the data more easily. That’s right: whose lives is it more important to make easier: the customers’, or the company’s admin staff?

It might have been a justifiable trade-off if the company had been dealing with hundreds of requests an hour, but it was an industrial company expecting one or two enquiries a day. I wondered if this tiny request, sorted out in a moment, was perhaps symptomatic of a problem in the organisation. Someone there wasn’t worried about inconveniencing customers he would never meet, but was worried about making the office admin manager have to think.

And it was, of course, a company which says: “we put our customers first”. Don’t they all?

Discussion

  1. Bob Squirrell

    I think the reason that many companies want first and surnames in separate fields is that they are using 3rd Party mailing software that they cannot change. But you make a good point, so I will take a closer look at my mailing package to see if there is any flexibility and if there is not. will suggest it to the authors. Keep up the good work!

  2. Ian Lockyer

    Another great, thought provoking article.

    I also like the way you keep your articles bite sized, so when we get them in the mornings in the UK, we can easily digest your thoughts.

    Thanks. These emails are appreciated.

  3. Steve Darnell

    – Treat Different Customers Differently…
    – Never ask a customer the same question twice
    – Deal with customers how they want to be dealt with

    3 golden rules of good customer service (esp. no. 2 in that list !)

    I agree Chris… but the fault lies not entirely in the customer, but in the prescriptive and ridiculous way so called “CRM” has been embedded into our lives. The geeks writing the bloat-ware need to get their houses in order, and your customer was only in fact, responding to a need driven out of an inflexible system?

    Computers… who needs ’em eh?

    😉

    Steve

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