I was doing research for a new client early this morning. I needed to learn about Microsoft’s Certified Partner program for one of their product lines. After going to their site, I searched high and low to find a link that would let me search for a list of Certified Partner’s in my neck of the woods. Found the link that promised me what I wanted and clicked.

The first form asked my name, rank, and serial number. After submitting, I was sent to a second general request form that I had to fill out. It had something like 8 required fields. I dutifully filled it out and then I hit submit. After all that, you’d think I’d finally get the list I wanted, wouldn’t you? Well, I’m afraid not.

Even though the initial page promised that I’d get my list if I’d fill out their forms, they had the nerve to tell me that they’d have someone call me in 24 to 48 hours. They didn’t even have the courtesy to tell me that whoever called me would finally get me my list! Not knowing if I’d ever get what I was asking for, I sent an email to the address provided specifically requesting said list.

Needless to say, if I weren’t doing homework, I’d have left the site the minute I couldn’t find a button that got me what I wanted right up front.

Moral? Thinking from the client’s point of view is a competitive advantage. Even if your competition is Microsoft.

Posted by: Steve Banis