American Airlines has learned a lesson in this regard very early. When the company's website was launched in December 1994, the content of the website was basically brochures and some promotional materials for marketing purposes. As a result, few people visit the website. A few months later, the company quietly decided to close the website. In May 1995, American Airlines decided to set up another website and add a lot of customer service information to the website. These online service information includes: all questions that customers are interested in in telephone consultation; Guide information related to customer flight; From the location of the company executive club at Seattle Airport in the United States, to suggestions on how to carry skis on ski trips, etc. Later, the information about the departure schedule was put on the Internet and automatically updated at any time.
In the winter of 1996, the number of people visiting American Airlines on the Internet increased dramatically. Through online inquiry, customers have greatly reduced the number of calls to 800 toll free numbers and inquiries to the airport. What's more interesting is that at that stage, the company's sales and online visits increased simultaneously. Of course, online services cannot and should not completely replace traditional customer service channels. However, effective content on the website can indeed increase the visit rate of the website, improve the quality of service and reduce the service cost.
Taking telephone consulting service as an example, many companies have installed voice response service systems on the telephone network in order to deal with customer inquiries. At present, the telephone answering system has been widely accepted by industrial and commercial enterprises. The interactive information exchange on the Internet can actually more effectively compare the software integrated with computers and Internet phones, so that customers can call real people at any time when browsing the web page and continue to consult on relevant issues. When designing web information, enterprises should also pay attention to fully introducing the products and services provided. For example, some companies have specially designed FAQ Frequently Asked Ques topics on their web pages to provide concise and understandable answers to customers' frequently asked questions. This column can also help customers evaluate products and understand the technical aspects of products or the value of services.
So, which web pages are most valuable to website visitors? This depends on the products or services provided by different enterprises. However, there is a certain principle: enterprises must carry out effective surveys of customer needs and consciously collect customer feedback. Only in this way can the content of the website continuously and effectively attract customers.
