{"id":6309,"date":"2017-05-03T00:16:47","date_gmt":"2017-05-03T00:16:47","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=6309"},"modified":"2017-05-03T00:16:47","modified_gmt":"2017-05-03T00:16:47","slug":"make-it-easy-for-customers-to-do-business-with-you","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2017\/05\/make-it-easy-for-customers-to-do-business-with-you\/","title":{"rendered":"MAKE IT EASY FOR CUSTOMERS TO DO BUSINESS WITH YOU"},"content":{"rendered":"
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If you make something easy to do, people are more likely to do it. They\u2019re also more likely to come back to you in the future when they need a similar product or service. Nothing complicated about that, but it\u2019s a point that many brands and service providers miss at a time when technology should be making things more<\/i> convenient, not the other way around.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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In handling the details of a recent move to another state, I\u2019ve experienced both the good and bad of this important, fundamental aspect of customer service.<\/span><\/p>\n

Providing a Positive Experience for Your Customers Starts with Attention to Detail<\/b><\/span><\/p>\n

Purchasing insurance requires filling out a bunch of forms. Whether you do it online or in person, it takes some effort, even if you\u2019re working with a helpful insurance agent. I\u2019ve done that dance before, so I set out to find an insurance agent who would make the task as stress-free as possible.<\/span><\/p>\n

The first agent I spoke with probably thought \u201cthe user experience\u201d was the name of a band, rather than an important customer service consideration during a major financial transaction.<\/span><\/p>\n

It started with lots and lots of forms, which could only be filled out manually. I was half expecting the agent\u2019s contact info to be a fax machine number, rather than an email address.<\/span><\/p>\n

The problem was, I still needed insurance, so I decided to let the process play out a bit more before moving on to my next option. You can probably guess where this is going.<\/span><\/p>\n

My patience was NOT rewarded. All of those forms, all of that waiting, and I didn\u2019t even receive a follow-up from the insurance agent. Pretty poor experience.<\/span><\/p>\n

The next agent I spoke to almost instantly made me question why I\u2019d spent any more than the absolute minimum of time with the first agent. This experience was the complete opposite of the first one. It included digital forms, electronic signatures, useful feedback, and an immediate follow-up to make sure that I was happy with the results. In addition to simplifying the shopping process, this agent\u2019s attention to the little details certainly gave me confidence that they\u2019d be able to handle the big details if I ever need to make a claim.<\/span><\/p>\n

Make It Easy to Do, and They\u2019re More Likely to Do It<\/b><\/span><\/p>\n

The lesson to take from this experience is two-fold. First, no matter your industry, you can differentiate yourself by being reliable, accountable, and punctual. Those traits never go out of style, and they\u2019re especially important when you\u2019re dealing with financial matters. Do what you say you\u2019re going to do, when you say you\u2019re going to do it.<\/span><\/p>\n

The second lesson is that if you want to win customers \u2013 online or elsewhere \u2013 you need to make it as easy as possible for those customers to accomplish their goals<\/i>. If you wall off all of your best content behind extensive sign-up forms, guess what? People are less likely to read your stuff. Force people to register to make a small purchase, and they\u2019ll just go to Amazon instead. Make it difficult to pay through the customer\u2019s most convenient channels, and they might just skip the whole purchase. If you\u2019re not making it easy for people, you most likely won\u2019t even know where they fall off the process.<\/span><\/p>\n

My insurance experience is a great example, because it was a blend of in-person and online customer service. Moving ties up a ton of mental capital, and I just wanted an agent who would streamline the process, communicate clearly, and take care of the details that I was too busy to handle myself at the time. The first agent I spoke with failed on all counts. The second passed with flying colors, and likely earned a long-term customer as a result.<\/span><\/p>\n

How can you apply this to your business? Most importantly, don\u2019t blindly accept status quo. Always be looking at every process in your customer\u2019s buying journey with a critical eye. Secondly, stay on top of new technologies that can streamline your processes. Yes, it\u2019s a fast-moving world, but that also makes it more competitive. Be open to adopting new tech that makes it easier on your customers, or watch your competition grab your market share.<\/span><\/p>\n

Last, but not least, remember to look for opportunities to create positive relationships with your customers\u2014whether it\u2019s on social channels, in chat, on the phone or in person. Educate your customer-facing employees on cultivating a \u201cmaking it easy\u201d<\/i><\/b> mindset, and canvas your employees for ideas! A boots-on-the-ground perspective is a great way to stay in tune with your customers. Make it easy for them, and you\u2019ll be reaping rewards far beyond the initial transaction.<\/b>\u00a0<\/span><\/span><\/p>\n

#FollowThePath<\/a><\/strong>\u00a0#RonR<\/a><\/span>\u2026 <\/span>#NoLetUp!<\/span><\/a><\/p>\n

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Previously posted at TedRubin.co<\/a>m<\/p>\n","protected":false},"excerpt":{"rendered":"

If you make something easy to do, people are more likely to do it. They\u2019re also more likely to come back to you in the future when they need a similar product or service. Nothing complicated about that, but it\u2019s a point that many brands and service providers miss at a time when technology should … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-6309","post","type-post","status-publish","format-standard","hentry","category-tedrubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=6309"}],"version-history":[{"count":1,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6309\/revisions"}],"predecessor-version":[{"id":6310,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6309\/revisions\/6310"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=6309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=6309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=6309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}