In a world where customer expectations are ever increasing, the challenge for many businesses is finding ways to respond to customers quickly and personally. Traditionally, a great source of customer delight was front line staff remembering a customer’s previous order and responding accordingly, and for years this has been a key competitive advantage for small local businesses, shops, restaurants and….. pubs (It has certainly been a good reason for me spending time and money in our local pub, The Beehive!)
Now, J D Wetherspoon has come up with a ‘Dramatically and Demonstrably Different‘ approach – it’s an ‘app that makes this easier for them to remember your favourite tipple and crucially, allows you to order your drinks without going to the bar! Yes, you can now order your food and drinks from the comfort of your own seat and the staff will deliver them to you. It’s a great example of improving the customer experience by ‘being easy to buy from’.
The Order & Pay app allows you to place your order and pay by Apple Pay, Android Pay and PayPal without moving a muscle! It’s been trialed in a number of their pubs around the UK and they have now launched it countrywide! The app has a scrolling menu which allows you to pick what you want and has an easy to use ‘reorder’ button if you want the same round again!
It’s a nice example of ‘being easy to buy from’ which is a key ingredient of 3D Characteristic #3: Create Delighted And Devoted Customers. We’re seeing more and more businesses using technology to make it easy to buy from and this is yet another example. As well as helping customers, it also ‘raises the bar’ for other businesses because customers (your customers?) will be asking ‘if they can do it, why can’t you?’
Why not take some time out (in a Wetherspoon pub?) and do some ‘strategic thinking’ about how to make yourself ‘easier’? Here are some things for you to consider:
1. Spot And Eliminate Your Blockages…
Eliminate the blockages in your current systems and processes – stand in your own queues (Here’s a toolkit to help you) and see what you’re like to do business with. It’s all about removing your ‘Sales Prevention Officers’!
2. Spot And Solve Your Customers Problems And Frustrations….
Are there certain things that you (and your industry) do, or don’t do, that frustrate, irritate or annoy your customers? These could be opportunities! Find out what they are and eliminate or minimise them! (Hint: Ask them!)
3. Create Opportunities To ‘Get Personal’…..
Are there parts of your customer’s journey where you could be more ‘personal’? Find ways to ‘delight’ them. – when they visit, when they call, when they pay? It can (and should) be ANYWHERE in the customer journey. Whether it’s via technology or a simple personalised approach, find ways to create customer delight (here’s an ebook to help you do that!)
So go on, take some time out, ask some questions and ‘make it easy on yourself’….. and your customers!