How to Avoid Talking to Customers

Every now and then I come across a company using their web site so poorly that I just have to point it out - as a "don't let this happen in your business" warning. Today's is from Time Warner Cable. I encountered it while looking for help when my cable internet connection was acting up.

After trying to get help through their online chat feature (which didn't work) I clicked "Contact Us" and got the page above.

On that page I learned that Time Warner's world revolves around me, that they have a commitment to me, and that serving me is their number one provider. They are going to work to provide the best service in the cable industry. Their customer service reps are available 24/7. Their employees are dedicated and highly trained. They guarantee that they will show up on time. I was buried in an avalanche of promises, commitment, and feel-good verbiage. 

Here's what I didn't learn: the phone number to call them for help.

Which was, of course, the only thing I wanted.

Yes, more clicking eventually turns up a number. But a customer looking for a way to call and say "something is broken" is already annoyed (I sure was!) and if you want to make them happy, don't tell them how much you love them. Tell them how to get help.

Time Warner: give the copywriter the afternoon off, and make the contact page a list of ways to contact you. It's really that simple.