Digitising operations for walk-ins
Consumers have been going through a lot. Customers talk. And why not? The point is to remain top of mind, right? Why then are so many brands dragged on social media, complained about on talk radio, and written about negatively in press?
We’re looking at a few common issues faced by consumers; here’s what brands can do to fix them.
The results of a mystery shopping survey done by the Offices of Utilities Regulation (OUR) in 2023 were very dismal. Judged on the metrics of in-store experiences, call centre, website chats, social media, and the brand’s mobile apps, the highest utility scored a rating of 65 per cent, while the lowest scored 43 per cent. Imagine if this pool included other services? There are some tips brands in general can use as they listen to their audiences.
In-store experiences: Human element aside, as a brand, it is your job to train your staff to meet any possible challenge that may come your way. That being said, challenges surrounding in-store experiences are anchored in many moving parts, such as high foot traffic, long lines, unreliable technology, and long waiting periods. To cure this, my recommendation is to begin with a customer-first, omni-channel approach. If you can afford it, build a system wherein before a client enters a branch your team is aware. Input prompts on owned media (website) and social to allows clients to book a specific time and date for their next visit. This allows your team to greet the client at the door with the information about their visit.
If you know the time your client will visit, send a reminder and the required documents/prices associated with their next transaction via a preferred communication channel, either e-mail or text. You could call too, but depending on the nature of your business, it may be time-consuming.
This adds a personal touch to your client interactions. Once they visit the location ensure that you manage that movement quickly. For walk-ins, I recommend it is best to confirm the potential wait time and where they will be served.
Flow Jamaica has an excellent in-store kiosk with an auto text once a client is checkedin. It delivers the location in the queue and a web-based timer to track your spot in the line.
But let’s say that you don’t have the budget for omni-channel marketing, you can use a mixture of apps and tools available to stitch together an experience for your current clients. Apps such as Typeform, Jotform, Calendly and Google Meet all allow for the aforementioned.
What’s more, this also allows you to potentially forecast the flow of clients your business may receive in a given day. Granted, not all clients will book an appointment as walk-ins are always possible, but this way you can do some planning.
Pro tip: Always close off your interactions with a personal auto e-mail or a survey. The aim is to build the client relationship so that you can give rewards and enforce positive behaviour patterns.
Utilities or not, all brands need to work with their customers to get them in and out of their establishments as fast as possible for greater efficiency and lower long-term client retention costs.
While many in-store visits are unavoidable, given where our society is in relations to cybercrime and fraud, the reality is that several in-store issues should be moved to digital channels to reduce additional foot traffic, client exhaustion and a generally poor brand experience.
As consumer brands, please consider the customer journey once in a while. Allow your CEO and managers to do masked visits once in a while and see what your clients go through. You’ll see the need to digitise your operating procedures.
Until next time, think digital-first.
Shane G. Bennett is a martech and marcomms professional speciasing in digital transformation, corporate communications, social media solutions, and brand management for SMES, non-profits, and multi-national companies. You may contact him via email at sgbjamaica@gmail.com.