Good marketing scuppered by missing detail

Thinking about a brainstorm meeting I was due to have with a new client, I decided I needed a good, old-fashioned flip chart. Something simple, something portable that looked vaguely professional. A quick google search uncovered a handful of supplier websites and I’d soon selected the product I wanted. So far so good.

Before making my purchase there was just one detail I needed to check…the size of the flip chart. I clicked a tab entitled ‘product information’ to find… well… not a lot really. The distinct lack of detail stopped me in my tracks. I was ready, credit card in hand, to complete the purchase but one crucial detail was missing.

Mildly irritated, I picked up the phone to the customer services team; at least the number was easy to find on their website. The call was answered promptly and I felt sure I was on my way to finalising my purchase. Not so. The operator could not find the information and promised to call  back. Which, inevitably, she didn’t.

What a waste of some really quite good marketing. Google ads taking them right to the top of the rankings, an easy to navigate and clear website plus a responsive call centre…but without the right basic product information for me, the customer, all utterly fruitless.

Look at your customer journey from end to end, including all the small stuff. It could just mean the difference between as successful marketing campaign and one that falls at the final hurdle.

2 responses to “Good marketing scuppered by missing detail

  1. This has happened to me so many times. I have been poised with my credit card ready to pay (sometimes I have not even questioned the cost as the item is perfect for my requirements) and something prevents me from completing the transaction and I go elsewhere. Madness!!!!!!!

  2. You make a good point about pricing. I ended up paying more for my flip chart through Amazon. I was happy to pay the extra as I knew the service I would get would be second to none.

    So not only did the original company lose one sale, they lost me as a potential customer and reaffirmed my loyalty to Amazon into the bargain. Good work!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s