This element of value is elusive but important. How do you offer something that avoids hassles?
What is It?
Hassles are integral to your product or service. You offer something that combats hassles that originate elsewhere? Fine but they most likely come under some other element of value.
Let’s say you offer a solution to a complex problem and so inevitably the solution is complex too. Your customers may be concerned the solution will create more problems. Your aim is to reassure them.
This is a hard value to sell. The customer expects your shipping to be hassle-free. They expect you to have a returns policy that works. It is far easier to get a bad reputation in this area when you get it wrong. When you get it right, you’re just doing what everyone expects you to do anyway.
Value to the Customer
You can do more where you have a complex offer and more can potentially go wrong. Going wrong need not necessarily mean there’s something wrong with the offer. Customers may have difficulty using it properly.
In these circumstances you need to offer support.
How to Get There
Here are a few possibilities to consider for complex offers. You may need more than one of these.
- Offer Instructions for common issues, eg installation instructions for hardware and software. Get these right and it saves you hassle, where you receive many similar enquiries. It also saves customers the hassle of contacting you.
- Training is another way to save hassle for you and the customer. This can be done live but these days online training is common. Blog posts and / or videos are accessible at all hours and so long as customers find the right training they are likely to be happy.
- Troubleshooting through a knowledge base, FAQs and customer forums are all good ways to offer support.
- And high quality responsive support is a powerful selling point. Do this through IM or by phone. This is so popular some businesses do nothing but offer support.
- DFY solutions are perhaps a last resort but sending someone round to help you is a possibility and of course there are remote access services for online products.
Your Offer
Quality of support is something I look for when I buy anything online. There will be hassles and I want to know I’ll get a prompt response. Whilst I am willing to solve problems myself, I don’t always have time and sometimes the causes are hard for me to track down.
My website host offers excellent support service. When I have a problem with my website, I usually receive a response within 30 minutes of reporting it. This is in marked contrast to my ISP who uses telephone lines and people who insist on ploughing through a complex script before they get to the point. I also don’t want to be asked to buy something when I have a problem. I’m stuck with them because the hassle of changing is likely to be greater the hassle of staying.
Another positive example is Thrive Themes (affiliate link) who provide excellent online training material and a responsive support service.
If the support service is good I’ll put up with other drawbacks, for example my website host’s sites are not always easy to navigate.
This is the twenty-sixth of 31 posts about elements of value. Make sure you don’t miss any by signing up for the offer below. The posts in this sequence can be accessed below:
- Social impact: Self-transcendence
- Life Changing: Provide Hope, Self-Actualisation, Motivation, Heirloom, Affiliation and Belonging
- Emotional: Reduces Anxiety, Rewards Me, Nostalgia, Design / Aesthetics, Badge Value, Wellness, Therapeutic Value, Fun / Entertainment, Attractiveness, Provides Access
- Functional: Saves Time, Simplifies, Makes Money, Reduces Risk, Organises, Integrates, Connects, Reduces Effort, Avoids Hassles
Next: Reduced Costs + 4 more
