When you think of ways to make your business better the things that often come to mind are things like cost efficiency, hiring the right employees, making sure your product or service matches your customer needs, and maybe whether or not you should partner up with another business or add a new product or service.
But, another thing to consider is how user friendly your business is. Or not.
You may have the best product or service in the world but it may not matter if your customers can’t reach you or they can’t get service when they need it or if your business is just too difficult to navigate. And this can mean things not often thought about by business owners and managers.
How Reachable is your Business?
Your phone number and website address being listed and advertised may work great at getting your business noticed. But when someone calls, do they get an answering message? This in itself isn’t bad if your phone is ringing off the hook, but how easy are the instructions in the message? If your customer is told that they can stay on the line to wait for the next available service person, that is fine! Better is if the system can tell them how many callers are ahead of them and the approximate wait time.
If your system asks your customers to leave a voicemail, then make sure the call is returned promptly. Still, many customers like myself are wary of this as so many times voicemail messages left remain unanswered.
Also, try to avoid systems that cut people off after a certain time or make a customer have to re-key the numbers to reach the person or department they need to reach.
A good phone answering system will let the customer know the business hours, allow them to stay on hold without having to re input the information they’ve already input, and will give them an approximate wait time. And if there is an unusual situation where they cannot be served at that time, a message should be included that tells them that and apologizes to them and gives them an approximate time when they can call again and get through to your business.
Remember, the harder a customer has to work to reach you by phone, and the more hoops that they are made to jump through, the more likely they are to just give up and go to your competitor!
How Good is your Website?
Your website is another area that needs to be user friendly. Is your site easy to navigate? When someone orders your product or service online, is there a clear path to checkout or are there many confusing pathways that can lead them to oblivion?
If they want to find out about one of your products, is it easy to do a search and if so, does the product come up or does a whole lot of unrelated products come up?
And perhaps most importantly, do all of the buttons and clicking areas work properly? And do pop-ups appear on the side or in front of what your customer is reading, and are they relevant and not annoying?
I remember I used to read a website where you could sign up for a free membership to recieve their email newsletter, so I did. But one annoying thing was that a pop-up inviting you to sign up for the newsletter that I was already signed up for would always appear right in front of the story I was reading!
This would be as if you had signed up for a membership to one of the movie theatre chains. Then every time you go to a movie the movie starts, then this guy comes in and stands in front of the screen while the movie is already playing and tried to tell you all about the advantages of signing up for the membership you already have! Now that would be annoying, wouldn’t you say? That’s what a pop-up like the one I described would be like. Avoid this in your website, your customers will love you for it!
Have a “Gatekeeper”
By gatekeeper, I mean someone at the front desk or office. Someone who is always there, ideally two people, so that a customer never comes in to a completely empty office and wonders if they can even get any service.
Also, there’s security to consider.
I deliver auto parts and see this all the time, where I get to a shop and no one is in the front office, and sometimes not anywhere, even in the service bays! And I think that if a thief were to come along, they’d have a field day! Ok, maybe you have security cameras and a sign indicating as such, but a thief may still take the chance, and even if the thief is eventually caught and you mange to get your stuff back, it’s not worth the hassle!
And a customer who arrives at an empty business may be turned off if they have to wait too long!
Yes, it may mean that you have someone, or two people who may get paid for sitting around at times, but it’s worth it if a customer finds a human being they can talk to and find out if they can get service or even if the gatekeeper can only say that you’ll be back in an hour, at least the customer knows where they stand in the situation. And the would be thief is less likely to try to steal anything when there’s a witness there.
Just make sure that they are not pulled into other duties that would keep them out of the front office or reception area and thus leave the front office empty again!
You May Want to Leave Fido at Home
Yes, I know, your wonderful big dog is your lovey dovey baby and you just have to have him with you at your business. And yes, your wonderful dog may be truly be the sweetest thing on Earth. But your customers don’t know that unless they’ve been with you awhile. But, you do want new customers, right?
The trouble is, if that new customer isn’t used to dogs or worse, has even a slight fear of dogs, one step into the office, where they are not expecting a dog to be, can scare them and put them off.
And if your dog does bite a customer unprovoked on your business premises during business hours, that could bring you a lot of headaches.
If you really can’t leave your dog at home, try sectioning off the office and putting the dog there. The customer with the fear of dogs will feel more comfortable.
Make things Easy for Vendors and Employees Too!
How you treat your vendors and employees matters, too and the better your business’ usability is for them the more smoothly things will run.
Vendors are very important as they need to know where to put incoming supplies, where they need to pick up returns and clear instructions where needed. Again, when I’m making deliveries on the job, the best shops in this regard have posted instructions on where to place incoming items, and where I can pick up anything that needs to be returned for each specific company that they receive deliveries from, all clearly labeled, as well as any specific instructions if needed.
Two things to remember about your vendors is that they get to often see parts of your business that customers may not see, and also, they deliver to and service many different businesses, all with their own rules and instructions, so you can’t always expect them to remember your specific rules, which is why it’s best to have any instructions and info posted clearly for them.
This also helps your employees, as they will know where parts and supplies are to be delivered and won’t have to go hunting for them.
Also, it’s best to make sure that your employees not only have the supplies they need but also can depend on them to work properly. This especially goes for any technology that they need to use on the job. The salesperson out in the field who has to use a tablet from the company can’t have it go off line or be unable to access certain sites or forms periodically! Unreliable systems will make that employee unreliable and it won’t be that employee’s fault, but yours!
This also goes for company rules and procedures. Compliance needs to be made clear and easy in order for the business to run smoothly.
And lastly regarding vendors and employees, remember, they can also be customers and advertisers. A vendor who finds your business easy to work with and an employee who finds your business easy to work for are both likely to recommend your business to others. That’s free advertising, the best kind!
Location, Location, Location!
If your business is already established, location may be difficult to change, but, if you are just starting out and haven’t picked out a business location, or if you are thinking of relocating your business, location is very important! And not just for being in a high traffic area!
When thinking about a business location, ask yourself about it’s usability, as well as the questions about traffic volume. Is parking easy for the location, or would customers have to park 5 blocks away on a good day?
Is your location big enough to accommodate your type of business? Again, in delivering auto parts, I notice some shops hardly have any space at all! They may have room for only a few cars, which are jammed into their tiny lot with absolutely no room for any new customers to park! And the area is such that street parking is almost always unavailable unless you go that 5 blocks away! Delivering to some of them can be a real pain and customers may be turned off as they cannot even park at the shop to have a mechanic take a quick look unless they move 3 cars out of the way which would mean parking them blocks away or blocking the street which could cause other problems!
Other shops have lots big enough for multiple cars and lot’s of parking and it’s not always the big chains, but also single privately owned shops where the business owner obviously thought about these peripheral things that really do matter! And these can make a bigger difference than many business owners may think!
In Conclusion
So, while the benefits of usability can’t always be quantified, making sure your business is easy to reach and use can only help. As an owner or manager, take some time and try out your business as a customer. Make a call to your business and see what happens if your call cannot be answered right away. Does your answering system make you jump through hoops and cut you off or does it offer a clear path to a human being? Visit your business’ website. Is it easy to use and navigate. Are there annoying pop-ups? Does everything work to a customer’s satisfaction?
Is your business easy to find? Is parking easy?
Trying your business out as a customer will show you those usability issues you may need to take care of, and taking care of those issues can help make more customers use your business!
Good luck in your business, and thanks for reading! 🙂