Instant Feedback: Converting Visitors to Customers

It's a simple question.

Last year, while surfing the website of a well known travel company, I closed my web browser and immediately another window popped open in order to find out why I did not make a purchase before I left the first window.

At first I thought it was annoying. But I realized they were trying to find out why I didn't buy something. They expect every guest that visits their site to make a purchase. Anything less than that is considered a failure.

Now that is just my opinion. But what if it was the goal of the company to sell one of their products or services to every visitor to their website?

Call them crazy. Or just call them successful!

They are a Fortune 100 company. They've got a great social media presence. They probably know more about their customer base than most companies. They expect more from their employees because their customers expect it more from the company.

So do you hire someone to stand outside the doors of your company and find out why visitors weren't converted to customers?

That's a great place to start!

Random fact: I ran into Coach Joe Paterno on the sideline once and almost knocked him down.

So there's this guy at the airport . . .

And he keeps smiling at everyone who passes by. He seems to be talking more to airport employees rather than passengers. But he's not wearing a badge. It doesn't appear that he works here.

He keeps asking people if they are having to work during the holiday. All of the conversations end the same. "Well, have a great Thanksgiving."

Why is he doing this? What is motivating him to be this friendly ambassador? I wonder who he works for?

Wait a minute. There's something on his shirt. It's a logo or design on his pocket. Maybe I can get a picture if I get close enough.

Now I get it! I recognize that logo. I wonder if he works for them? Here he comes. I'll ask him.

It all makes sense now. It's something he believes in. He's actually a retail manager. But he believes that no matter where he is, it's his job to help spread a little magic to those he meets. He also believes that everyone he comes in contact with is a potential customer.

What if we all had the same attitude? Instead of talking about this guy at the airport, we could be talking about him at the restaurant, or bookstore, or sporting event, or grocery store, or . . . anywhere.

"People don't care about how much you know until they know how much you care."

Some Restrictions May Apply

This phrase is heard a lot in commercial advertising.

Do we put too many restrictions on our customers? You can't do this or you can't do that. If you do this or that then we won't do that or this.

We have policies and procedures in place for a reason. But are they customer friendly or business friendly?

This is not an offer to sell securities. Do not stamp. Do not disturb. If condition persists, consult your physician. Times approximate. Simulated picture. Batteries not included. Not recommended for children. Not responsible if lost or stolen.

Ideal level of service

What are some key words or phrases you would use to describe the ideal level of service your organization offers?

Some examples are:

• Skilled
• Excellent
• Knowledgeable
• Caring
• Detailed

You will probably come up with more. 

Now, let's look at it from the customer's perspective. Would they use the same words? Would their language be as complimentary?

Looking at your business/organization from the perspective of your customers is a great way to find gaps in service. Plus, if you find them before your customers do, well, won't you and your customers be better off?

Knowledge Is Power

I was fortunate to attend a sales meeting recently sponsored by one of our vendors. The main presenter for the evening is a very spirited, energetic and knowledgeable salesman. While some may find his tactics "over-the-top" Pat brings a level of enthusiasm and passion to his work that is rare in a retail environment.

One of his main selling tips focused on three "knows". When he first said it, I saw the word NO in my head instead of the word KNOW. Until he explained what he meant, I was scratching my head trying to think ahead and figure out what he was talking about.

1. Know your customer's name - Do you know who your best 25 customers are? What about the top 10? How about 1 or 2? Do you have a way to track them? What are you doing special for them to keep them as your top customers?

2. Know what your customer buys - In stock position is vital to any business that carries an inventory. Having the right products in at the right time is the right decision to make for success.

3. Know what your customers do - Hobbies, interests, children's activities, job . . . if they are involved you should know about it. Unless they are members of the "One and Only Club for Loners" show an interest in their interests. It goes beyond the casual conversation. Know what they do whether it's for fun or for a paycheck.

Click here to go to Wikipedia's SchoolHouse Rock page. You know you want to since you've been singing the song!

Knowledge Is Power!

Ya' gotta have H.E.A.R.T. - Handling Customer/Guest Problems

It's a pretty safe bet to say that most of us have a heart. Well, at least we have a heartbeat.

Recently, as part of my Disney Institute course, we were asked to have heart. This came from a guest speaker, Matthew, who works with Disney reservations. If you have ever booked a room, a dinner or park tickets, you were probably handled by one of the teams under Matthew's care.

There are some out there in the service industry who may be breathing but I question whether or not they have a heart. What am I talking about? Here are a few simple steps we all can use when we are handling a complaint from one of our customers/guests or when handling returns. This is not something new. These principles are used in businesses around the world. Some may change the language but the principles remain the same.

H.E.A.R.T.

1. Hear - Are you listening to what your customer/guest is saying? Sometimes, when a difficult situation arises, they just need to vent. A lot of times it is something out of your control. Maybe they are the ones at fault. It doesn't matter. Simply listening to what they have to say may reveal the truth about some other underlying problem. Generally, there isn't a problem with the product. It's a problem with the expectations.

2. Empathize - Do you know the difference between empathize and sympathize? I admit I had to look it up in order to be able to make this point. Empathy is the ability to "put oneself into another's shoes" if only for a brief moment. You've been disappointed before and for whatever reason, you've "been there, done that" . . . let your customer/guest feel that too.

3. Apologize - How many times have you heard or read about a situation where the person said, "All I wanted was an apology from _____" and it would have made everything okay? It doesn't matter if you are the one to blame. A sincere apology can quickly resolve an unfortunate situation. "I'm sorry that (xyz product) did not meet your expectations. Let's see if we can find something that better suits your needs." That's just one example of a sincere apology but does not place the blame or fault on anyone. But this is a great lead in to . . .

4. Resolve the situation - If it all possible, a resolution should happen on the spot. We should have done everything up front to prevent a problem from occurring. Hopefully you have the authority and duty to handle almost any situation that comes through your door. If not, then you were not properly prepared (fault of management). Are you thinking it's not practical to be prepared for every situation? I say it is. If you are properly trained in every aspect of customer service, there should be no reason why every problem should end with a successful resolution. I would bet that most companies do not properly train their employees before turning thm loose.

Either way use all the tools available to resove the issue with your customer/guest as quickly as possible.

5. Thank your customer/guest - Are you thankful that they had a problem? Are ou thankful your customer may have strange taste buds? No. What you are doing is thank them for bringing these issues to your attention. You are thanking them for the opportunity to solve the situaion.

A genuine thank you can mean all the difference in the world.

There are more things you can do and you can read about it here. My thanks to Jeff Kober, writing on Mouseplanet.com. One of Disney's favorite taglines is this: "It's not our fault, but it is our problem."

Are you ready to assume responsibility for resolving the problem?

Hope so. Come on . . . have a heart!

David