My bank sent me an email this morning that asked me to call their 1-800 number and select “option 4.” I called. There is no option 4. The automated voice tells me to make another selection.
Why doesn’t my bank know this? I’d wager that if the CEO’s mother had gotten the same email I got—and had to spend the same 30 minutes of her Saturday morning on the phone sorting it out like I did—things would change fast.
Whether you run a business, a club, a school, or any service with customers, here’s a suggestion—ask someone you love to be your customer for one day. Put that person through whatever you’re asking customers to put themselves through on your behalf.
If you’re asking customers to fill out an online inquiry form for your college counseling business, how easy is it to fill out the form?
If you’re asking local businesses to buy ads in your school’s yearbook, how easy is it to actually buy one?
If you’re asking students to fill out your college’s application, how clear are the instructions?
If you’re asking families to meet with you at school to discuss their student, how clear are the directions to where your classroom or office is located?
They probably seem clear and easy to you if you’re in charge. But what’s it like for somebody else? And what would you do if your own mother or brother or grandmother told you it was difficult or frustrating?
So ask someone you love—your partner, child, sibling, or best friend—to help you out. Be clear that what you really need is honest, direct feedback, not just because-they-love-you praise.
If someone you love doesn’t enjoy being your customer even for one day, it’s time to make some changes.