Kim Proctor

My #3 Website Rule: No Dead Ends

This is one of my favorite guidelines for a successful website. A site should allow a journey of exploration, learning, and discovery. Your site visitors need a clear and well-curated path that includes options to continue their exploration on every page. There should be...

My #2 Website Rule: Sip, Cup, Bath

"Sip, cup, bath" is my favorite advice for those who want to create a top performing website. Picture taking a sip from a cup, then picture drinking the whole cup, then imagine soaking in a bathtub. "Sip, cup, bath" informs the clickstream path and the…

My #1 Website Rule: Know Your Audience

Knowing your audience – I mean really understanding what their life is like, what their needs are, how they search for things – will make your business more successful. Perhaps I'm the millionth person to have said that. However, it is so fundamental and too...

There’s nothing like a cold glass of milk!

Picture this: I poured an ice cold glass of almond milk from the fridge. I raised the glass of creamy liquid to my mouth. Ugh! This almond milk tasted odd. I checked the expiry date on the bottle. It wasn't even close to its...

Intuitive customer empathy

When a company truly cares for its customers … customers know it. They can feel it. You can't fake it. You can't collect surveys and never take action or never thank customers for their input. That isn't genuine. Let me tell you about one company...

Amazon has ruined me for life

To clarify that headline, it is mostly Amazon Prime that has ruined me for life. I love buying online: it saves time, gas, and money. And I love it when online orders are delivered quickly. That's what Amazon Prime offers – every order arrives...

Don’t Trojan Horse your customer!

Today, my laptop prompted me to install a new version of Java. I usually go ahead and just do it – you need Java. I was starting my day and going through email when I saw the prompt to install the downloaded Java update....

Know thy customer – part 2

(You can read part 1 on knowing your customer here.) I recently called the 1-800 number on my American Express card to inform them I'd be traveling out of the country. I wanted to be sure that overseas charges wouldn't be flagged as suspicious. I...

Forced auto-renew is a kiss off to customers

When a company has a policy that requires all new customers be put on auto-renew at the time of purchase (based on annual use/ contract) they are telling customers: "We do what's best for us, so there!" I am mad at the magazine Real Simple...

The power of a phone call

I'm impressed! I got a call from the Hyatt Harborside Boston (photo is the view of the Boston skyline from this hotel) after I filled out a feedback survey about a recent visit. It's quite rare for a customer to hear back from a...

Finally a company with a decent Groupon strategy

At long last, I have discovered a company that knows how to use Groupon to their advantage. Too many businesses have fallen into the trap of getting "new customers" via Groupon at the expense of losing out on revenue from the discount and then...

A cardinal rule of CX: Know thy customer

Want to give your customer a great experience? Then get to know them – and, crucially, remember something about them. The same principle holds true for the success of any social and professional relationship. This cardinal rule becomes even more crucial when a customer has…

Tell customers about “the little things”

Imagine walking into a hotel room that looks updated and smells fresh and clean. Who doesn't like that? It's a rare thing, but that was my experience at the Hampton Inn in Daly City, California. I'd say it was recently renovated, but they had...

The danger of survey scores

We've all been through an experience where a salesperson pressures you into giving them a "10" on a survey. This is the classic car dealership approach. And now AT&T stores are doing it too. A few weeks ago I went into an AT&T store to...

Don’t abuse birthdays

My husband had a birthday recently and he received tons of emails and paper birthday cards from companies he has bought from in the past. Some included a basic birthday greeting message (so generic that they felt impersonal) and others were clearly just about...

The rollercoaster of emotions your communications bring

When the postman drops off the mail, I get excited about the arrival of checks, greeting cards from friends and, once in a while, fun packages from Amazon. But there's one item I dread receiving: the annual insurance "renewal" mailing. The big thud of the...

4 reasons why Twitter is the best social network for business

I'm convinced Twitter is the best social network for business. Many companies tell me about their unproductive Facebook page. Often, the story is that they have some "likes" but it hasn't done anything for their business. That is all too common. Customers don't want...

Fish aren’t biting? Check upstream

There was a time when the local shopkeeper knew your name and knew you well enough to make the best recommendations. He knew you were fishing for trout and he knew the best lure to use. And if you didn't know where to buy...

The little things do matter

Imagine sitting captive on a plane for 5 hours knowing your cell phone battery is low. That means you will need to recharge as soon as you arrive. But you can't spend the time to sit in the airport waiting for it to charge...

Help your customers “just in time”

Want to get customers on your side? Then help them in the nick of time just when they need you the most. In today's fast world, everyone is constantly on the go and they rely on their mobile devices to provide quick information and...

New Posts