I was prompted again today when I went to look at a company‘s website for information I was interested in.
What I found was outdated press releases; links that didn’t work; it wasn’t mobile friendly; was difficult to navigate….I won’t go on.
But it did make me question what their physical presence would be like. They were located in another state so won’t be checking that out but it put a thought in my mind as to whether ANY of the information including products, pricing, delivery, even contact details would be up to date.
I quickly went somewhere else.
I just wonder when was the last time (if ever) the business owner had a look at all the touchpoints that a potential customer had to choose from and what was that experience like.
I have spent a lot of my time working with retail, tourism, airlines and other businesses that deal directly with the public and one of the first things I do is take a very long look at that business from the outside....from a potential customer’s perspective.
Is it easy to do business with you?
The key is to first find out just how many customer touchpoints you have and test them all.
In street retail, it could be as simple as whether the business is inviting me in. Can I see what I am offering? Can I notice my business from the street? What state are the window displays in? Do I actually have any!!!
How long does to take to answer a call from a customer?
How long to respond to a question or concern?
In the digital world….some of the same questions are just as relevant. Am I being invited in? Am I offering current products and prices? Am I cross platform friendly?
No matter what way you look at your business the underlying question is: Does my customer actually experience what my brand promises in the marketing messages I send out ?
Quite often there will be real differences between what you promise and what you deliver.
So get out from behind your physical or digital desk/counter and have a customer’s look at your business. I can pretty well guarantee that will find at least one way that you can improve your customer’s experience.