Monday, October 28, 2013

Is Your Firm FAQed?

When I first saw the acronym FAQ quite a few years back, I had no idea what it meant. It seemed like an abbreviation for a rude word, but I was soon to find that it stands for Frequently Asked Questions.

My brain went into overdrive as it does frequently and led me down a few pathways; why do people ask questions frequently? Why aren't they called Frequently Answered Questions? Why are firms so lax that they have to answer the same question frequently? Who gives a FAQ?

It led me to this conclusion. If customers or clients are asking the same questions frequently, then either the copywriters for the firms concerned are not adequately answering the questions in their copy ... when they should be, or the content is so complex nobody can understand it, or alternatively, the customers of the firm are stupid.

Now, in business, it's not appropriate to call customers stupid, although some of them no doubt are. So that leaves us with the final question.
If your firm is asked the same question frequently, at what stage will it make arrangements for customers to be adequately informed so they don't have to ask it?

By providing information for customers who may need questions answered and predicting their questions, you can show you have great customer service and are thoughtful. Either provide information separately, but don't call it FAQs, or change your copywriting so that questions are answered in the pre-sales blurbs.

When there are too many unanswered questions about a product or service, people get edgy and move on to the next opportunity. You don't want that to happen, do you?

from my caravan at Kimba, South Australia

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