Consider a company’s automated phone system, “Hello and thank you for calling…[ TONE from pressing 0]…please hold while your call is connected…[TONE from pressing 0]..Operator how can I direct your call?”
“Oh thank God a real person!”
If that is you anytime you call any company, welcome to The Second stage of the Experiential Business Model, The Lostness Factor.
The first, probably second and third time a client interacts with your brand they are still learning the rules of engagement.
So here is the challenge: How do you help direct your clients to where they need to be without looking like this.
Well let’s look at what some of the brand kings and queens do;
Keller Williams International has a live body answer their main phone line right away during business hours. “It’s a great day at Keller Williams International!”
Wal-Mart has Greeters.
Disney has a Policy: If a cast member is asked the same question 3 times they need to make a suggestion on how to resolve the issue.
You can recognize your need to address this factor by the bewildered look on your clients faces as the wonder through your doors and look around trying to figure out where to go next, or if you have phone metrics by analyzing how long it takes a person to speak with a live agent, % of dropped calls (this means the hung up), or if you have the ability to ghost in on a call, that means you hear from the start to finish of a call to your organization.
If it sounds a little something like this:
“Ok it’s ringing.”
“Damn, it’s a machine.”
[Voice in the background] “Just hit zero.”
“Ok wait it’s giving me some options.”
[Voice in the background] “What are they?”
*you listen as the repeat your options to the other person in the room*
[Voice in the background] “Hit Zero”
“Zero wasn’t an option. Wait sales, that’s close.”
You’ll suddenly understand why your sales department complains about bad leads and your customers complain about lack of customer service.
Let’s break it down, if a customer is coming in confused, and leaving without interacting with your brand you have lost business. I recently spent an evening in a food service establishment that by my count, 25% of the people who came through the door left without purchasing.
Can you afford to lose 25% of your potential clients? If you think so, send them my way because I’m opening up across the street. Ok I’m kidding.
The potential to turn people away, even if you have made a great first impression, is the acoms razor of your success (Acoms Razor says that: ‘the simplest answer is usually the right answer’).
You are turning them away with your apathy.
You need to help your clients navigate the path to working with you…and Loving It! I am sure we all realize that some of our corporate systems and policies navigate like a whale. We have very expensive, but outdated client systems that still require 1992’s operating system, corporate policies that were written before the constitution and still adhered to, and customer service agents that spend entire lunches complaining about how stupid your customers are.
The secret however is…Your customers don’t care…they want, what they want, in the easiest, simplest, way possible.
When you walk into a shopping mall, what is usually the first thing you find in the middle of the hallway? A roadmap, a stack of guide books, and a customer service booth with a smiling face.
So the solution to Losing Customers is: Get them in touch with a guid as quickly as possible when interacting with your brand, and then teach them how to be a guide for others.
Here’s hoping I’ve given you an Idea or 2!
Share with us your best practice for turning Confused Consumers into Raving Fans.