Web Site Metrics Are A Wonderful Gift

My friend Lori works at the library. Every time someone asks her a question at work she has a button to press. This counter records how many questions Lori answers. This is an important metric to the library for it measures their service to the public. I asked "What is your most common question?"

Lori said the most common question was "Where's the bathroom?" The other day some one came in with a very specific question which required quite a bit of research. Lori was with that patron for some time before their request was satisfied.

"Then you got to click it?" "Yes, then I did."

"Not really the same click is it?" "No, it really isn't."

Not really the same click at all.

And that is where we are very fortunate with web site analytics. Customer data which was once very difficult, expensive, if not impossible can now be mined by analytic programs tracking website traffic. This level of data collection is not available in any other media on such a comprehensive level and for such a low cost.

We don't have to rely on human counters to keep track of visitors. But as we see in the case of the library, to just look at the number of visitors or number of questions answered will never give us an accurate picture. Looking at data must always coincide with context.

Customer Service

One aspect to running successfully any business is customer service. While I suppose it is possible to succeed with superior performance alone, a la Jerry Seinfield's 'Soup Nazi', ignoring your customer needs and concerns will generally lead to failure. At Webconsuls, LLC we try to be both responsive to our customers and to exceed their performance expectation.

Here is personal example that illustrates my point.

I am renting out a townhouse, which is vacant. As part of the rental process I needed to have the locks rekeyed and also needed the stove replaced. I purchased a stove at an appliance store with a good reputation and fair prices. Salesman explained things well. Delivery was scheduled for Saturday morning between 9 and 11 am. I then went to a locksmith. He was nice enough but spoke with a European accent. I could barely understand him. I was able to schedule him between 9 and 10 the same Saturday.
Great.

Saturday morning rolls around and I went to the vacant townhouse, book in hand to keep me company. At 9 the locksmith called and said he will be late, between 10 and 11. No problem. The locksmith came at 10 and did his job. No word from the appliance company. At 11:15 I called, they then told me it will be between 12 and 1. At 1:15 I called, they said that they guy was just finishing up a job and would be there in 30 minutes.

When I questioned as to why no one ever called me with a new time I am told that the installer "Does not use his cell phone." I asked why he has a cell phone and does not use it. They don't know.

At 2 I called and they said he will be there between 3 and 4. I said I have to leave and will leave the empty house unlocked. They said no problem.

As I was driving, around 3:30, the appliance people called to tell me that they could not install the stove without damaging the tile floor. I needed to reschedule as they would not damage the floor without the owner approving. (Of course if they had come when the promised I would been there and could have approved.) I rescheduled for the next Wednesday between 9 and 11. On Monday I got a handyman to remove the old stove (he did have to damage the floor but he can fix it easily after the new stove is installed.)

On Wednesday I went back to the vacant townhouse to await the new stove. No one showed in the morning. I called at 11:15 and they told me 1. At 1:15 I called and they told 2. They finally came at 2:30.

I will never buy from that appliance store again. Their selection, prices, and workmanship might be great, but they have lost me as a customer. My tenant plans to buy a refrigerator, washer, and dryer in a couple of months. I will steer him away from the store.

If I ever need a locksmith, though I know where to go.