Breaking Barriers to Buying

Too many business build barriers between themselves and their customers. Are you certain you don't? Read on.

by Brock Henderson Principal, Henderson & Associates [April 5, 2007]

Is it easy for your customers to work with you? Don't answer too quickly! I met one ISP that considered itself very easy to work with, but to sign up you had to physically sign a written one year contract . . . even for residential dialup.

The customer would call; then they would be mailed a contract, (no you couldn't download a copy off the ISPs website); then you either had to mail it back or drive downtown and hand deliver it; and after all that, then they would call the customer and set them up.

That is not easy in my book. This is an established, good-sized ISP in a large (top 50) city, not some small ISP run out of a garage.

Convenience, ease of doing business, payment options, and more, all of these are just as important as the quality of your equipment and the expertise of your staff.

All sorts of businesses are doing everything they can to make doing business with them as simple as possible. Dry cleaners and printers provide free pick-up and delivery; attorneys come to you; there are even auto mechanics that come to your home or office for minor auto work.

What can you do to make life easier for your customer?

1. How about no contracts—even for business. While most businesses accept having to sign a contract as a way of life, shouldn't the quality of your service and support be so superior that they wouldn't leave you anyway?
   
   
2. Residential and business customers should be able to go to your website and quickly and easily sign up for your services. All they have to do is enter their name, address, phone number, and credit card number; and poof!, in a manner of minutes they have an account. If it's a DSL account, of course you still have to get the modem/router to them, but keep it simple.
   
   Not only does online registration make it easy for the customer, by requiring a credit card you increase retention! Customers who pay by credit card are less likely to leave you for another provider.
   
   
3. But don't require credit card payment. Lots of people (myself included) prefer to pay by check. How about giving some sort of discount for prepayment of 6 months or more?
   
   
4. Internet users have varying levels of computer savvy, so how about offering free classes to help your customers better understand how to use the internet? Not only does it help them know what to do, it will increase customer loyalty, and maybe even eliminate some of the more basic tech support phone calls.
   
   I know of one ISP that offers weekly classes on a variety of computer subjects, all the way from basic computer skills to an Introduction to PhotoShop. Classes are open to the public, which results in a few new customers.
   
   
5. Newsletters are an excellent way to communicate with customers, keep them informed, and announce new services. Many ISPs consider sending newsletters a form of spam, but they shouldn't; the recipient has an ongoing business relationship with you, and your newsletter should be informative and therefore it will be well received. Still uncomfortable? Try it a couple of times and see how many opt-outs and/or complaints you receive—probably none.
   
   
6. Tech support should be easily accessible. Tech support should be available when the majority of your customers are online. Support should be available when needed, but the odds of someone needing your support at 3:30 AM are pretty slim for most ISPs, so limit your hours to when your customer is most likely to need you.
   
   Most ISPs allow customers to contact support via phone or e-mail, but I actually remember one ISP that only allowed customers to submit problems via e-mail, which I guess is OK unless you are having trouble with your e-mail client—then what is the customer to do?

Step back and take a long hard look at your business and see where you can make life easier for your customer and in turn increase customer loyalty. While many in this industry tend to think price is all that matters, that's not true. Every element of the business is important. Service and a lot of other factors are more important to the majority of internet users (especially when they're deciding whether or not to make a purchase!), so step up to the plate and make choosing you for internet service a rewarding and enjoyable experience for the customer.

—End