Why the ‘Contact Us’ Form No Longer Cuts It

By Steve Brubaker, InfoCision Chief of Staff

At some point in your Internet life you’ve probably experienced it. You visit a company’s website to ask a question about a product or service and, after looking high and low for some kind of contact information, you realize the only way to reach the business is by filling out a generic “Contact Us” form. There’s no direct email addresses for different departments or individual employees, no phone numbers, no social media account contact information—nothing.


As a customer, think about the message that sends. At best, the business doesn’t seem to care much about making itself available to address your issue. At worst, it appears the company simply doesn’t want to be bothered. Either way, you probably don’t feel valued.


Now, flip that scenario around. If your website doesn’t include multiple avenues for consumers to reach your business, you may be driving customers to your competitors. Chances are you have simply put updating your contact channels on the back burner rather than neglecting it because you don’t care. Still, you are sending negative signals to your site’s visitors.


Today’s consumers expect more intimate, personalized relationships with businesses. As such, making your business easily reachable is part of providing a high quality of customer service. With so many industries saturated with competition, customer service is now a major competitive differentiator. In an increasingly multichannel business world, if customers can’t contact you how and when they want, they’re likely to simply take their business elsewhere.


Just as they do when they speak with call center Communicators, customers begin to form opinions about your company as soon as they land on your website. The first thing you want customers to think when they attempt to reach you is, “That was easy.” And for that, you need to go beyond the “Contact Us” form.