Make Marketing History

The views of a marketing deviant.

Monday, January 14, 2008

Frequently Unanswered Questions.


While struggling with the shortcomings of the upgrade of The Times's online registration system, I have received a number of communications urging me to consult the FAQ page on their website.

But if your customers/users are asking a number of questions that frequently, maybe an FAQ page is not the best solution. Wouldn't it be better if those questions were answered (intuitively or explicitly) at the point when they occurred to them? The problem with frequently asked questions is that they need to be asked at all.

Their prevalence shows that the creators of a product/service have not only failed to put themselves in the shoes of the customer in the first place, but have also failed to react to the feedback that the frequency of those questions provides.

5 Comments:

Anonymous Tom. said...

What would your own most frequently unanswered question be, John ?

Mine would be soemthing along the lines of:

'So tell me, what have you learnt from that ?'

1:20 AM, January 15, 2008  
Blogger john dodds said...

Is that a comment on my blog Tom? Well obviously it is a "comment" on my blog but you know what I mean?

The most frequently unaswered question I come up against is where is the evidence of causality?

3:03 AM, January 15, 2008  
Anonymous Tom said...

No - not at all.

How can you show evidence of causality before something has actually happened ?

5:49 AM, January 15, 2008  
Blogger john dodds said...

This would be a post hoc unanswered question.

6:04 AM, January 15, 2008  
Anonymous Tom said...

!!

9:27 AM, January 15, 2008  

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