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| Lynne Jarman-Johnson, Speaker/Consultant/Radio Host http://www.thejjway.com/ "LJJ Speaks" Mondays 2-3pm, WJRW 1340 am, Grand Rapids,MI |
Tuesday, November 30:
I just had an opportunity to be a guest, yesterday, on Lynne Jarman-Johnson's ( @LJJspeaks ) radio show, LJJ Speaks on WRJW 1340 -Grand Rapids, and chat about Customer Experience opportunities and challenges facing businesses and customers for the holiday season (and I content, year-round).
This discussion, geared mostly towards the retail experience, does provide value to other entities as well...anywhere there is a "client/customer interaction is fair game".
The following are questions posed by Lynne, along with my caffeine inspired responses, that did not make it on-air, but are still very key aspects of our business environment we now find ourselves in.
So, warm some Java, or Hot Cocoa, and enjoy these Sipping Points.
LJJ:“As a Customer Service Specialist, and being that it’s the holiday season...How can businesses become more effective at learning customer needs?”
1. Data, Data, Data!
○ What is your internal sales data saying? Do you have customer segments with unique needs you can solve? What Products are hot, what are not?
○ Mash-up your qualitative experience and quantitative data to seek actionable insights.
○ What is your web site analytics telling you? (you do have a web presence, right? and Google Analytics is free!) What products are people continuing to visit? Certain colors getting most views? Where is the traffic coming from? Are you still featuring “About US” as your main landing page for prospective and current customers? It’s all about them and what you can do for them...they may not care that you were established in 1880!
2. READ!
○ In retail, read everything by Paco Underhill. Also Martin Lindstrom’s “Buy-Ology”, Joseph Jaffe’s “Flip the Funnel”, and Tony Hsieh’s new book, “Delivering Happiness”. Anything by Seth Godin, including his blog..it tends to slap you upside the face when you need it...
3. Seek Input From your Front line Folks!
○ Just because you pay them peanuts, doesn’t mean they have one for a brain...Executive leadership should LISTEN to the people on the front lines. You will get an added benefit of increased morale.
4. Think LEAN manufacturing principles:
○ In LEAN, an overarching principle is “Go See It For Yourself, get out on the floor”
○ Think, “Under Cover Boss” TV show. Find ways were Executive (and/or owners that have may become removed from the front lines) to intimately engage with your customers on a somewhat regular basis.
○ I just experienced an author/CEO respond to a general inquiry I made to their website! Then, he asked me who referred me to his book and firm. Then, he even responded, acknowledged that he knew my acquaintance and his firm, then asked me to say hi to him and that he was looking forward to an upcoming conference to catch up. This guy, “gets customer evangelism”...his business is personal to him and he wants his passion to resonate.
LJJ: “What Frustrates Customers Most?”:
GL: “Well, I just so happened to have updated this research and polled more people this morning, using my very expensive and sophisticated techniques, at my local Starbucks...Good mix of men and women too (that actually all experienced Thanksgiving weekend shopping)...Here are the findings:
● Items out-of-stock, or sizes out.
● Pushy Sales Floor Staff that don’t listen...
● Uneducated Staff...Do not know the products, or similar, to make a trusted recommendation
● Lines...
● Lack of selection
● Their own children causing distractions from the experience.
LJJ: “What are some tips for businesses that sell to customers in order to make transactions smooth and positive?”:
1. More Money,Save Money,Less financial anxiety. Remember Hyundai and the job-loss protection? How about showing them how you are “saving them money” (more on that another time about my recent tire purchase)
2.Fewer Hassles: How can you reduce “The friction” in all of your customer touchpoints?
○ Can customers find you using the web?
○ Are you linked to your Manufacturer/Brand sites as a “local store”?
○ How can you assure buyers that you are offering the “fair market price” ? Consider Price Matching to minimize any “price resistance”.
○ Can buyers find Customer Reviews of products you offer, or of your business easily?
○ Can customers verify inventory is available prior to traveling to your business?
○ Use the Mother (or Mother-in-Law, depending on who you get along with better) Rule. That is, Would you treat your own Mother the same way as you treat customers? If not, you will have troubles in the long-term.
○ Finally, say a genuine, “THANK YOU FOR LETTING US EARN YOUR BUSINESS”!
3. More Time:
○ Respect customers time, save them time.
○ Look for other ways to respect their time, perhaps consierge service for repeat cutomers?
4. Choice/Selection:
○ this varies by product and demographics, but “Choice” is the American way.
○ Can you offer various pricing models, or product versions?
5. No Worries:
○ What assurances can you give customers?
○ Think more about potential Customer Lifetime Value, versus a single transactional opportunity.
LJJ: “What tips do you give customers entering the holiday shopping season to make transactions smooth and positive?”
GL: "Assuming someone is starting from a shopping list of some type, I recommend a little technology assistance prior to heading out to the stores."
1. Check the manufacturer, or Brand, websites for the items you are seeking to look for Local Stores, Online Vendors and any possible coupons, rebates, etc.
2. Look at the various Local Stores' web sites, or Online Store sites, options to check for inventory availability, total cost comparison and any store level incentives.
3. If you decide on a Local Store, call ahead to secure any items you feel are in high demand. Some will simply “Hold” for a specified time, others will have you pay over phone, then hold your item until pickup.
4. Now, however, if you are more impulsive (like me) and are already in your local store, without advance planning advantages I just described, grab your smart-phone device equipped with a free UPC Barcode/QR Code app(scanlife) and Google’s “Goggles” app. These will allow you to Scan the package code labels, or take an actual picture (as in Goggles), and open price comparison sites, product detail sheets, or even show other retailers that may offer the item. You may even find that special information that will allow you to easily justify that purchase to your significant other!
Happy Holidays to All, and a special thanks again to Lynne Jarman-Johnson @LJJSpeaks !
Cheers & Blessings to All!...Grant LeMahieu
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