When a new client arrives at your store and/or on your website, do they know exactly where everything is? Probably not.
If not, are there clear introductions to where things are, what the rules of the road are, how (and where) to get help, what the buying process looks like, where to find service help and so on?
In a retail store, these things are somewhat common – at least the basics. You’ll probably see signs that say things like Parts, Service, Lawnmowers, Chainsaws, and whatever the other departments of your store are. Even so, is there guidance in any form that helps people figure out where they can get warranty, financing or delivery information?
Think of it like a website that you’ve never visited before. When you first get on a retailer’s web site, you often have to dig around a little to find policies and procedures, or how they handle refunds, delivery/shipping, etc.
You have two choices when onboarding a new visitor who will presumably become a client:
1) Guide them step by step in a logical manner and provide them with the tools they need to have exactly the experience you want them to have, and position them to be the ideal buyer.
2) Let them figure it out for themselves and explain where they went wrong when they find themselves painted into a corner, or stuck trying to figure out how to get service, delivery, refunds, exchanges, on-site help, upgrades / updates / improvements, financing and repairs.
Think of it like a restaurant
At some restaurants, you are greeted at the door, guided to your seat, provided with a menu, and introduced to your wait staff (or advised of their name). You might then have your expectations set regarding the arrival of someone to take your drink order, explain the menu, share the night’s special entrees and desserts, as well as any other information you might need. Later, you might be asked additional details about how you want your order, whether or not you want dessert, coffee, etc.
Obviously, this varies a bit depending on the type of restaurant, but I suspect you’ve experienced this level of guidance – all to do something you do every day: Eat.
The alternative, even in the same restaurant, might be to provided none of that guidance, have menus on the table, be expected to place your order at the counter, pick up your food at the counter and pay on your way out the door.
Neither of these is wrong, but both types of guidance are designed to fit the type of restaurant you’re in. Generally, you probably know what to expect when you enter the first restaurant vs. the second. If the experience is not in sync with the type of restaurant you’re in, the “system” seems out of place or the experience feels broken. When I experienced things like this with my dad, he would say “This would be a great place for a restaurant” – noting of course that we were in a restaurant at the time.
Restaurantize your business?
Now overlay those restaurant experiences onto your business. Think about each step of the dining experience (in both types of restaurants). Which one of these experiences is a better fit for a new visitor to your business (or your website)? Which is a better fit to a long-time client?
Before you decide which experience is best for an experienced client vs a new one, let’s back up a step… even when you go to a restaurant with a highly guided experience, does the maitre’d recognize that you’ve eaten there before? If so, do they hand you a menu and point at the dining room and leave you to figure out the rest, or are you guided through the process in a similar manner to every other visit?
Which of those experiences makes sense for visits to your store? Which experience makes sense for visitors to your site? Which experience creates a new client who is more prepared to purchase what they really need vs. what they think they need? Which experience produces the client retention you want? Is there a difference? How do you know? Testing helps.
Fine tune the experience for each stage of your client lifecycle in a way that creates an optimum client experience for them while producing the ideal client for you.
Want to learn more about Mark or ask him to write about a strategic, operations or marketing problem? See Mark’s site, contact him on Twitter, or email him at [email protected].
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