What’s Your Number?

Or more to the point.  Where’s your number.  Your 800 number, that is.

I was having a conversation this week about access, accessability and engagement across channels.  And, the conversation turning to such tactical subjects as the placement of the customer service phone number on a brand’s website.

It may not seem like a big deal.  But, the placement of that number, and the ease with which your customers can find it, can contribute greatly to the customer experience.  Particularly, if the rest of your web site tends to leave your customers with more questions than answers.

So, I just did a brief scan of a handful of brands that are typically associated with exceptional customer experience.  The results are pretty clear.

At the top of the home page 
Dell Support
Direct TV

At the bottom of the home page
Best Buy
The Gap

And get this.  Google “USAA” and you don’t even need to go to their website.  Their 800 number shows up in the search results!

So, is there a correlation?  This wasn’t a scientific research study.  But, odds are, if you make it easier for your customers to connect with you, how they desire, you can only improve your chances of a happy customer.  What you do with that connection to further the positive experience is up to you.

Next up.  Your “Contact Us” page.  What is should be used for?  How it can be more social?  And what is it saying about your brand?


  1. Thx for this one Barry! I posted a blogpost on my department internal blog because of it. I was mainly triggered by your USAA example.

    I hope to see more using that approach in the (near) future. I may be one of them.

    Thx again,


  2. The last time I tried to find a correct phone number was on ebay's website. I did find a customer service number however, it was not the one I needed. This is so completing frustrating that by the time I got one someone I felt stressed, tense and demanded they connect me to the correct department without me having to call again and go through the on hold waiting process. Alas, they could not do that. I was given the phone number I needed but I had to go through the entire waiting process. I have to think they want us to just give up and not call!

  3. I think a lot of small to mid-sized companies can learn from the USAA example, among others. It boggles my mind that companies that RELY on their customers for their survival somehow see it as a nuisance to have to deal with these same customers. Granted, the customer is NOT always right, but the ability for a customer to easily connect with a real person at a large organization goes a long way to legitimizing that company IMHO.

  4. Great post. It definitely is frustrating, and can lead to a negative experience with a company, when you have to struggle searching how to contact them.

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