Enquiry Analysis Case Study

We undertook an Enquiry Analysis for a client because of the large number of enquiries their website was receiving. A rush of enquiries can be a sign that the website is confusing users, or not giving them the information that they are looking for. We started by collecting a month's worth of enquiries, which in this instance was a meaningful sample size.

From our analysis of the enquiries we came up with the following findings:

• The pattern of enquiry subjects showed that some parts of the website weren't answering users frequently asked questions.
• The enquiry form's failure to categorise enquiries was making unnecessary work for staff.
• The number of enquiries being repeated, or directed to the wrong division, was leading to response delays and consequent user dissatisfaction.

Based on these findings, we made the following recommendations:

• To establish site credibility, place a statement regarding expected response time to customer enquiries on the 'Contact us' page.
• To reduce the bulk of unnecessary enquiries, rename some site pages, and rewrite content.
• To permit job-seekers to upload their CVs direct to the HR department, and eliminate the double-handling of nearly 20% of current enquiries, add a specially-designed form to the 'Contact us' page.
• To enable useful categorisation of enquiries, redesign the 'Contact Us' page so all enquiry category options are simultaneously visible on the page (previously most enquirers selected the first option from a dropdown menu, the only one visible without mousing over).
• To eliminate reply delays due to misdirected enquiries, ensure that clear enquiry categories are provided, which will direct messages through to the correct recipients.

Results

Once these changes were implemented, there was a substantial reduction in the time required to satisfy customer needs and staff time in dealing with them.

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