February 14, 2012

Delivering great service – online or face to face!

We had some pizzas with the family over the weekend. My daughter, who was to order and pick them up, ordered them online. Although the online facility indicated the order would be confirmed with a phone call, no phone call was received. She went to the pizza place and they were ready for her. She didn’t appear to be phased.

This provoked a discussion about ordering online. I recalled the first time I used my mobile phone as a check-in for a flight only to find that on boarding, the scanner was not working and I was sent back to the check-in counter to get a hard copy.

Our discussion came to a, sort of, conclusion that if you offer an online service there is a high level expectation that it will work smoothly. If it does not there is cause for dissatisfaction.

We are seeing more and more of the activities associated with the sales transaction going online. As a marketer I am reminded of the need for businesses to have a clear understanding of the relationship they want to have with their customers. This relationship can range from personal to automated and must work both for the customer and the business. My daughter’s experience in ordering pizzas online restricted her from any special deals or the ability of the business to boost sales through up selling at the time of the order.

I think there are occasions where, for speed and efficiency, an online relationship is great. However, I also think that on occasions, to experience personal service is not only good for the customer but also for the business. I am reminded of the last time I bought a suit – I had no intention of buying the two shirts, a belt and a tie that I took home.