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TRIED TO MAKE A PURCHASE FROM YOUR COMPANY LATELY?

Updated: a day ago


Forget wearing a disguise and going undercover, CEO’s just need to pick up the phone and call their Company under the guise of a customer or try making a purchase from their website.


The decision to resign from my role as Regional Managing Director for a global brand meant losing the privileges that come with such a position. Instead of a secretary and support staff, I have joined the ranks of the average consumer. So, when I want something or need to buy something, I must do it myself.


E.g. – In the past, if I chose to post my own mail rather than leave it for my PA, getting stamps was effortless. What took just seconds can now take up to an hour. That is because in the good old days, all I had to do was to stand at the door of my office and call out ‘has any body got a stamp?’ The response was instant, and two or more staff would appear with a choice of stamps of almost every value. Today, I need to find a mask, search for my car keys, drive to the post office, que for a car space and then que for a stamp.


I expected to face situations like this, and one soon learns to be more resourceful. But what was unexpected were ordeals caused by companies that just do not think things through or fail to put their processes to a test. Frustrations we can all do without .


From website links that do not work to online ordering platforms that freeze or crash, not to mention marketing copy that makes no sense. I have lost count of the number of times I’ve experience this, and it has been with businesses of all sizes. Now, these are tools that allow a company to generate income without any effort and they are rendered useless because no one bothered to read the copy or check if they work.


There are also more practical issues. Like, what to do if you run out of stock for on an advertised line? The consequences of this can be significant. Not only does it affect your sales income, but it will undermine the return on investment for your advertising plus there is also the potential ‘piss off factor’. Having a strong alternative offer should this occur, is a great way to mitigate the risk of losing the sale and your customer to a competitor.


So, why would you:

  • make such an offer but fail to provide instructions on how to accept it, or

  • include instructions but fail to ensure staff knew how to respond?

Laugh as you might, you would be surprised to know just how often this occurs.


Is it because those who generate the great ideas get all the accolades and kudos, while the people responsible for bringing them to life go unrewarded? Whatever the reason, I find it astonishing and it is something I experience on a weekly basis. The damage to reputation and lost opportunities to some businesses must be staggering, and it is all going on without anyone knowing of it.


Forget wearing a disguise and going undercover, CEO’s just need to pick up the phone and call their Company under the guise of a customer or try making a purchase from their website. If not then, they need make someone accountable to check and sign off that new initiatives make sense and that they work.

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