Customer Service: How can you make the wait profitable?
In last week’s post, we looked at communicating with the customer during their wait in long
holiday lines. Communication can make
the wait not only bearable for the customer but profitable for both them and the
product or service provider. How
so? Well, besides letting your customer
know you care about them and their time, you can soft-sell additional or
substitute products while they wait. In
this post, we will examine ways to direct your customer’s attention away from
watching the clock while they wait and towards other items that they may be
interested in. (Remember last time, we
suggested you skip to your type of business to save reading time and spend more
time on planning what you can implement.
Do that again.)
Register or counter: Ever been
to Frye’s Electronics? This is one store that knows how to handle
their customer base! During the holiday
season, they out up walls to create a single winding line for their customers
to await the next open register. It seems
most of their customers do not mind the lines because the line appears to be
gadget heaven! There are toys for the
kids to try, devices and accessories for the adults and teens to peruse, even
snacks you can nibble on and then pay for when you finally get to the
register. People purchase additional
things that seem “cool” or “neat” that they played with while waiting in
line. Hey customers typically reach the
end of the line and will be at a register within seconds they and barely remember
when they got in line.
Many retailers
know to stock some “impulse” items near the register. How many know to take advantage of the waiting
area by making it multiple displays. This
year, instead of ropes to mark waiting lines, think what products can we
display or services can we market instead?
Having a TV for customers to watch like at amusement parks may seem like
a good distraction, but how many people are actually entertained by it and can
they hear? (If you go with a TV or movie, use closed caption so watchers have
to watch to keep up.) Instead look for
ways the customer can distract themselves.
Remember to keep them informed of their wait time throughout the
process!
Phone customer service: Ok, there
is no way to provide distractions to people in the line other than the methods
posted in the last chapter. Instead
concentrate on making the final call a wonderful experience for them. Start by thanking them for their call and
waiting for you, but you do not have to apologize for their wait time if you
kept them informed with recordings.
If the item they
want is out of stock – do not tell
them they should have called sooner!
Instead tell them that the item they wanted was very popular (this is a subtle
way of letting them know they originally made a very good product choice so they
feel better about it being out-of-stock without your having to say you are
sorry) and the item is no longer available at this time. Then offer to put them on a wait list for
notification when it comes in stock, offer to place a back-order for them to
automatically be filled when the item becomes available, let them know if you
have the item available in an alternative color, or suggest another similar item
that is still in stock. If they choose
any of these options, your chance of keeping the customer and selling them
future products increases. If you just
tell them most of the items they called for are already sold, then you will
lose the sale to a competitor and the customer most likely will not come back
to you in the future.
On-line store: I covered
error messages in the previous post which is the most frustrating part of
ordering on-line for the customer. The
second most frustrating thing about ordering on-line is finding out the item
you wanted is no longer in stock. A
possible response for out-of-stock items was in the previous post.
Another thing you
can do to prevent the customer from going to a competitor for your products is
to suggest alternative items to the one that is out-of-stock. (This take a little more coding, check you store system to be sure it is an option.) These alternatives could be the same item in another color
or a similar item that has more or less options that the first. Be sure to have a note above the suggestions
or in center of page pointing to the suggestions that state why they customer may
want to choose one of the options instead of leaving your store. Suggestion should range in price from slightly
lower than the desired item to slightly more.
If a new item is on sale for a special price or requires a coupon code
for discount – be sure to let the customer know that too. Often, they will be grateful for the special
offer rather than being angry at not getting what they wanted.
If you have any
suggestions for helping the customer “endure the wait” that may have been
missed in these two posts, please share.
You may share using the post comments.
Labels:
customer service,
organize,
sales,
technology
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