Archive for the ‘customer feedback’ Category

Are you delivering at all stages?

August 17, 2016

Each consumer or client transaction has multiple stages. How is your company doing on delivering at every stage to attract, convert and serve your customers so they are champions for your business?

Below is an overview of a personal experience as a consumer that spanned several months from initial research to purchase to ‘using’ the product purchased. I hope this helps you review your key stages and address gaps that may be adversely affecting the total experience. This company did a great job from start to finish.

Stage 1. Looking to fill a need 

I was the consumer looking for a father’s day gift. Not the typical gift, but something that really was fun, unique and special. Not a gift for my own dad, but for my husband, the great father of our two kids.

I don’t have much time to shop. So I took a little bit of time online to search for ideas and see if anything struck me as a cool gift. I did all my shopping online relying on offers already in my inbox (opt ins) as well as solid SEO tagging as I did various online searches to help find ideas.  As is usually the case, I was in a bit of a time crunch to find something. I was ready to buy and now just needed to find the right thing.

Stage 2. Evaluating the offers.

My husband likes cars. I searched for an experience where he could drive a cool sports car on a race track. I came across some options, but several offers weren’t good enough – they only allowed the person to be a passenger, not to actually drive the car. I dismissed these and kept looking.  I quickly reviewed different options, striking off options as I learned more. Specific factors that affected my decision in addition to driving included location (needed to be in the general vicinity) and the vehicles needed to be cool, quality vehicles. He is a car snob.

Stage 3. The purchase.

I found exactly what I was looking for with Xtreme Experience. The experience included the option to drive the vehicle and they had many cool vehicles to choose from – Porsche, Lamborghini, Ferrari. The website was informative and the selection options were very clear and easy to choose. They also had brilliantly ‘packaged’ their offer for Father’s Day and had multiple packages from which to choose. The available dates at two different race tracks made scheduling easy and they wisely offered add-ons for their profits and for the consumer’s enjoyment. red lamborghini

My toughest decision was which vehicle to choose as there were so many and I am not a car snob.  I relied on my 19-year olds son’s insight to confirm my choice of the Ferrari 458 Italia. That was my first inclination as my research showed this vehicle seemed in high demand by the time slots so I figured it was a top choice. I made my choices and paid for the experience and printed out the information. After buying a small red sports car Match Box at Target, I had a prop for the father’s day gift.

Stage 4. The full package

I applaud Xtreme Experience in thinking through and delivering on the full package – from providing information easily on its website, developing unique offers with options, sending clear and thorough confirmation emails, providing periodic communication prior to the actual experience (well-timed and not too frequent) and last-minute communications offering other time alternatives due to the risk of storms on the day of the experience. They had detailed the key points affecting a buyer’s experience and had done a great job all the way through to anticipate questions and deliver on the promised experience.

Stage 5. The experience itself.

Two months after the initial on-line research and on-line purchase, Drive Day arrived.  I had not spoken to anyone from this organization. Up until today, everything had been done via their website. This past Sunday we drove to Palmer, MA (we saw parts of MA that we have never seen before) and spent 2+ hours in the car each way to check out Xtreme Experience and see if it would live up to expectations.

My checklist as the passenger and the consumer:

  • Signage:  great; very easy to know where to go.
  • Check-in: very easy; friendly staff; no hassle despite all the forms and waivers to sign including for those of us just watching from the Pit!
  • Amenities: Free cold bottled water provided for all including spectators (perfect as it was 95+ degrees)
  • Organization: very organized; we purchased a time slot; they had the timeframes down pat; everything worked like clockwork.Ferrari 458 Italia sign

In the training, they effectively cross sold my husband to encourage him to be a passenger in the lead car prior to his driving experience so he could see the track and all the 14 or so turns. He agreed (so the company had yet another offer that made sense and that he really enjoyed) and took off first with a seemingly professional driver who gave him a big thrill with his driving prowess.

Then he got his chance to drive and loved it. They delivered on all promises of the offer I had paid for and expected including the T-shirt and video of his actual drive. The vehicle was exactly as marketed and the day went off without a hitch.ferrari car

Two suggestions for Xtreme Experience

  1. Activities – it is a long time waiting as a friend/family member of the driver. It was nice to have a small umbrella and chairs but it would be great to have activities that those of us waiting around could do. Something as simple as a few  corn hole games, food to buy other than out of a machine, mini races with remote control cars…
  2. Survey after the experience. Get feedback. You do a great job but the one stage that I have not experienced is the final loop of sending me a survey as the buyer and asking for the email of the gift recipient to also get their direct feedback.

Great job Xtreme Experience.  Your brand reflects what you deliver and you have done a great job understanding and delivering during every stage of the consumer experience.  Well done!

 

 

Is your business sending mixed signals?

February 4, 2015

How could a sweater be backordered til end of February and ship the same day?

Is your business sending mixed signals? 

mixed signalsPost Christmas we had some returns to take care of.  Turns out that a catalog company that up until now, I have really liked has a silly policy of “free shipping” BUT deducts a flat rate of $6 for any returns.  Really?  Seems like a stupid policy to me and plants the seed that makes me think twice about ordering from them in the future. But I could get beyond that silly policy, but there is more.

We ship two items back – one item a return and another an exchange for a different size.  In the same day, I receive a voice mail form the company  explaining (poorly) that the exchanged item referenced by all their internal-only codes (blah blah blah) is backordered and will ship at the end of February.  No indication if I need to call and confirm that I still want the order.  Strange message and really lousy use of internal gibberish that a customer does not care about.  Fast forward, 3 hours from the voice mail message.  Email received.  The SAME exchanged item that was backordered 3 hours ago has shipped via UPS and the tracking number is provided.  HUH?  What the heck is going on and who the heck is in charge?  Mixed signals.

Carbon2Cobalt has nice, unique items.  The items are not inexpensive and as far as I know, the only option I have to purchase such items is via mail order. Their brand image has taken a hit.  They have been knocked down many pegs in my book.  First detail happened before Christmas!  I had to return a gift purchased for my nephew PRIOR to Christmas as when the item arrived it had unique top stitching that my teenage son did not like and told me his cousin would not like either!  Note to the reader – the stitching was not visible in the images online and there was no mention of this detail that was prominent on the real item. Details matter.)  Second, the sweater being exchanged would not have had to be exchanged if their website included such notes as this style runs large – suggest you order down one size.

This is not a blog to trash Carbon2Cobalt.  It is a heads up to ask yourself – are your signals clear?  Are you sending mixed messages?

Whatever your business (retail or not), I suggest the following 10 steps to protect your brand and your business from taking the significant hit that Carbon2Cobalt has taken based on my experiences over the past month. This story does NOT just relate to retailers.  Do you Mr./Mrs. CEO know what it is like to be your own customer or client?  Is it painful to receive inaccurate and conflicting information?  Do you consistently come across to your customers as though you have no clue what is happening and who is in charge?

Recommended action items to see how clear your signals are:

1. Review your return policies

2.Return your phone scripts.

3. Listen to your on-hold messages.

4. Review and audit product and service descriptions. (e.g., sweater runs large; note top stitching around zipper in bright contrasting color)

5. Review patterns of returned products or customer feedback indicating product/service did not meet expectations.

6. Lose the jargon.  Get rid of codes and acronyms in your customer communications that mean nothing to the customer! Don’t talk about stock numbers – in this case describe the sweater! It is that simple.

7. Document and prioritize your customer moments of truth.

8. Measure and manage to these moments of truth.

9. Train new employees on your brand; your tone; your core values.

10. Repeat items above and never assume they are working correctly.

I am not saying these things are easy.  However, they are basic.  Get the basics right before you are focusing too much time and energy on the ‘nice to have’ items.  Get down to basics.

Carbon2Cobalt you have some work to do to earn back a loyal customer. I am now skeptical and honestly curious what will be coming in the mail.  Any bets on if the correct item in the correct size will ship anytime soon?