The Web For Business.com Blog

Internet marketing observations, perspectives, tips and tricks for your education and enlightenment.


The Digital Disconnect

Mark Kawabe - Tuesday, July 08, 2014

Yesterday I sat for several hours in a coffee shop waiting for my trailer hitch to be installed. How I came to be there is interesting. I think it was because of a digital disconnect between the company's website and its staff.

The online order system for this store allows a customer to set a date for their hitch installation and says a store representative will call to set a time. Nobody had called, so I called instead. The representative I spoke to said she was surprised I hadn't received a call but that there was still time to have the installation done that day.

When I arrived, the representative at the store who checked me in told me I was supposed to be there at 7:00 a.m. Upon hearing that the online instructions said someone from the store would call to set a time, she said that wasn't how the process works in her understanding. Two different staff, two different perspectives on how the system worked.

It's important to ensure your real-world practices and policies match the policies you state online. We all intend to do what we say. Making sure your online and real-world identities match helps create the confidence customers need to buy from you again and to refer your business to their friends and families.