Hey! Have you ever wanted to annoy paying customers?
Is your business spending time and effort to get new customers only to annoy them during checkout? It’s much cheaper to make your process easier than finding a new customer.
According to Inc.:
It’s cheaper, easier, and more effective to retain current customers than it is to acquire new ones. In fact, if this business can retain all of its customers by just one additional month on average, they can achieve an additional 3 percent of annual growth. If they can retain their customer base for four additional months, they can create double-digit growth–without adding a single customer.
Here are 5 highly effective ways to annoy your paying customer and clients.
1. Not Depositing Checks Quickly
My wife has a hair stylist, she takes MONTHS to cash our checks. It drives me nuts, but that’s what happens when you give someone a check. Once it’s out of your hands, you can’t really do anything to control what that person does.
As a business you should be conscious of this effect on your customers and quickly deposit checks. This allows the paying party to quickly deduct the amount from their account and move on with life.
If you linger with checks and wait to cash them you run the risk of having the check bounce or costing your clients fees for possibly over-drafting their account.
2. Not Accepting All Payment Methods
Are you limiting consumers ability to purchase if they don’t have the right card or didn’t bring enough cash? Exclusivity can effect your bottom line. When a business does not accept all credit credits, they are essentially saying that they do not make customer service a priority.
3. Not Giving the Correct Change…Correctly
If you count change properly you should start with the coins to bring you up to the whole dollar. Then you count the bills back starting with the lowest denomination, counting upward until you reach the full amount of the bill the customer gave you. You shouldn’t actually be counting the amount of the change itself.
Put the coins into a customers hand before the bills. Otherwise the customer needs to scoop the coins out of the bills, or try to jam the mess into their pocket, or use the bills to slide the coins into their other hand, etc.
4. Go Straight to The Upsell
As with most good business and marketing practices, this really should be the first and last question. Obviously the goal is to sell more. But are you offering something that you’d honestly be interested in if you were on the receiving end?
Is your upsell passive or aggressive? Respectfully brief or obnoxiously excessive? Believable or BS? Are you obviously reading from a script with a hard-sell gun to your head, or are you really connecting with the customer, taking cues from her demeanor, and using your own judgment and common sense?
5. No Way To Use Coupons Or Codes
There’s nothing more irritating for a customer than thinking she has nailed a killer deal and then finding out at checkout that the coupon, promotion, or rebate doesn’t apply. Some retailers include so much fine print on their coupons that they begin to resemble a Congressional bill.
Others make things breathtakingly difficult to figure out as a result of arcane language. Or they print coupons valid at company stores but not at franchises—a distinction that totally escapes customers. Still others create loyalty programs that sound great but deliver too little.
For all the time you spend building awareness, you owe it to your business to spend more time optimizing the user experience at check-out.
If you fix at least a few of the mistakes in this post, you should be able to raise your customer experience.