Trane: Self-serving feedback

A well-executed way to optimise the commercial benefit of Contact Us.

The Site

Trane is a US-based designer and producer of air conditioning and central heating systems for domestic and commercial buildings.

The Feedback section in its site’s Contact Us area says it is designed for “questions or comments”. Visitors are asked to filter themselves by location and “issue” (ranging from Dealer Issues to Employment Opportunities), and are then steered in different directions. North Americans identifying their issue as “residential” are given an e-mail feedback form, but are also directed to the list of 28 “Immediate Answer” keywords – such as filters, life expectancy, warranty – alongside. Clicking on any of these generates a substantial information page (with link back to the form) and further contact points.

The Takeaway

Contact Us is often the most profitable link on a commercial website. But it can also lead to a deluge of enquiries that may strain customer service standards. Trane has come up with a well-executed way to optimise the benefit.

Dotcoms (which Trane is not) long ago decided that Frequently Asked Questions pages are the answer – Amazon’s frantic determination to throw FAQs in the face of any attempt at contact are almost comical. Trane is treading a sensible balance: it does make it easy for people to get in touch, but it carefully filters enquiries so they do not arrive in an unsorted heap, and also uses its keyword system to provide a disguised FAQ section. This undoubtedly cuts direct contact – but does not leave customers feeling isolated at the same time.

First published on 27 April, 2004