21 May Don’t Give Customers Haystacks When They Search For A Needle
Search is fantastic. We can find out when Christmas will be in 2023. Or where to get donuts in Brunswick, Maine (Frosty’s, BTW). Type something into a search box, or ask Alexa, Siri, or Google, and you’ll get a result. Sometimes thousands. More accurately, Search is fantastic until it’s not.
Manufacturers’ websites typically have some kind of magnifying glass for Search at the top of every page. That’s because they want to help their customers find stuff, and they recognize that customers might not find it easy to navigate Marketing’s info-organizing scheme:
Menu > Support > Lawnmowers >
Gas-powered > Self-propelled >
Older-models > Parts >
As a customer who bought the manufacturer’s product, you probably have a specific goal in mind when you go to the manufacturer’s website (e.g., how to get a lawnmower replacement wheel, or what to do when your humidifier’s ‘Clean’ light comes on). Using Search to find a specific replacement part is a pain; if you knew what the part was, you wouldn’t have to search. And when you use Search to find a procedure, it’s easy to find plenty of procedures for products that aren’t yours.
You might give up on the manufacturer’s site, and try Google or YouTube. To narrow down the results (Google offers “About 376,000” for “honda lawn mower replacement wheels”), you still need to inspect your product to find its model number. Then, with ads and e-commerce fueling the web, most search results won’t get you closer to whatever your objective was, but will suggest ways you can buy something new. Maybe even a competitor’s product.
If manufacturers knew their customers, they could replace the typical customer-disengagement experience with a concierge-like experience. Some try to do just that, like car sites that serve up personalized links to the model/year of the car(s) you own. But most consumer-durables manufacturers remain in the dark, because resellers don’t share customer data with them.
I know exactly who you are, and exactly what you bought.
It’s easier to imagine Amazon or LL Bean knowing who you are and what you bought, than to imagine the same thing from Samsung or Cuisinart, let alone Acme WidgetWorx. Resellers tend to know their actual customers, while manufacturers tend to think in terms of “target customers” or “personas”, and give up on customer data they imagine is impossible to get.
Enter, Snap4that. RacerX built Snap4that specifically to connect manufacturers to the people who bought their products. Manufacturers learn actual customer names, plus email/street addresses, phone numbers, products purchased, and serial numbers. The benefits are obvious, such as for satisfaction studies, next-gen product requirements, accessory and consumable sales, loyalty initiatives, and promotional events.
The Snap4that app helps consumers, too, giving them instant access to their product’s owner’s guide, specific how-to videos, and even hotlines to customer service agents who know exactly what product they’re calling about. Snap4that delivers customers info personalized to them, and provides product-specific links so they often don’t have to search at all. Needles, not haystacks.
Customers think Search is fantastic, until it’s not. Save them the search, with Snap4that.
Contact us to learn more.