COAUTHORED BY TRICIA CLEMENT OF JUXTWORKS.COM
Aspirin versus Vitamins PAGE 2
Stick to Established Best Practices PAGE 4
Creating a Comprehensive User Assistance Strategy PAGE 12
Web site user support that consistently exceeds customer's expectations can help catapult your company to legendary status and create brand equity you can measure in billions of dollars. To shed light on this important topic, in this chapter, I have teamed up with renowned cognitive psychologist and Web site user assistance expert Tricia Clement to offer some actionable insights about online user assistance mechanisms.
We can broadly classify Web site user assistance content or components as either:
Aspirin-oriented help features should be aimed at immediately alleviating the short-term pain of an acute problem. Problems in need of painkiller-oriented help mechanisms represent clear diversions from customers' desired tasks and usually arise when customers are completely stuck and looking for an immediate fix to their problems.
A customer's mindset when looking for such content is that of fear—for example, a fear of losing money, losing time, or feeling stupid. The natural response to such fear is usually anger and frustration, a highly emotional ...