Why You Should Stop Wasting Your Customers’ Time


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In an enterprise B2B setup where the buying process can take anywhere between a few weeks to several months, businesses often focus on building a relationship with a lead before they are finally acquired as a customer. But this does not have to be the case elsewhere. It is not entirely wrong to keep your relationship with a customer purely transactional. This way, customers get what they want quickly without wasting time. In some ways, the satisfaction gained by customers here is much more than a business that focuses on building a relationship before a transaction.

Take the example of a business selling home furniture. For the business owner, it may seem important to understand the customer’s preference for the various wood types, the house layout and the upholstery fabric they have a preference for. It thus makes sense for them to ask them these questions specifically before showing them the right options. But from a customer’s perspective, they may possibly have a general idea of what they want – “a four seater round dining table with modern design”. They may pick an upholstery merely based on looks and not by pre-determined requirements. In this example, a business creates more harm than good by trying to understand the customer before showing options – the customer might prefer looking up the options themselves before picking one they like.

Spending less time on a customer helps your business in more ways than one. Firstly, it helps a customer get what they want much faster. Secondly, it saves you business resources spent per customer that you can help to serve more customers. So how does one actually work towards spending less time and resources per customer.

Understand the customer before they walk in: The customer provides you with several inputs on what they are looking for even before they walk in. In the home furniture example I talked about earlier, it is possible that the customer set up an appointment online after searching for a term like “modern four seater dining sets”. By tagging this enquiry with the keyword they searched for, it is possible to take the customer directly to what they want without wasting time asking these questions once again.

Keep all necessary resources handy: In many B2B engagement scenarios, it is common for the host to take the visitor along the various meeting rooms trying to find one available for the engagement. This is a serious waste of time and resources. Invest in technologies that can help you book these resources well in advance so that you can take your customer direct to the negotiating table. According to a report by Asure Software, improving in such technologies could improve efficiency by as much as 80%.

Schedule deployment & onboarding in quick succession: Businesses often have different teams taking care of customer bookings, deploying (or set up) and onboarding. These teams work in silo and do not have an integrated workflow. This contributes largely to the perceived inefficiencies since the customer ends up waiting a long time between the end of a transaction to the start of service. An alternative is to ensure that appointments from various teams with a particular customer happens in quick succession. This way, a customer can go from booking to deployment and use within a short span. It saves them time and contributes to greater satisfaction.


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