General Information Archives

A Fresh Set Of Eyes For One DMV

Going to the DMV is never a pleasant experience – they are noted for long wait times, unpleasant staff, and other issues that cause dread in people needing to visit.

The DMV in Connecticut is making some big changes. Commissioner Michael Bzdyra was recently appointed to the position, and after a close look at operations with what he refers to as “a fresh set of eyes” is making some sweeping changes to help improve the consumer experience, some of which include:

Conducting focus groups and surveys to learn more about why consumers aren’t utilizing the online services

Streamlining the telephone system to cut down on inefficiencies and wait times for callers

Creating accountability by appointing a Chief Operating Officer. Along the same lines, he is working to improve the training procedures at the facilities

These are three of the major changes coming based on a recent article. In this case, it’s a great opportunity for a new person to step in and take a look at overall operations from a fresh perspective; that is one step in fixing some of the general issues that can arise.

For your business, is it possible to implement changes and find a “fresh set of eyes” without changing key staff?

Absolutely. Here are a few tips:

Similar to what this DMV is doing, take an objective look at processes in place. Now is a good time to ask employees for feedback and look at customer feedback survey data – any trends or consistent trouble spots? If so, you now have a starting point.

Get a fresh set of eyes from outside the company. Hiring a mystery shopping service to get a baseline snapshot of the customer experience can give greater insight as to areas of strength and weakness. Couple the data from this baseline study with the results of your employee & customer feedback.

Keep staff accountable. Once you have done the above steps, it’s time to lay out a plan to make improvements, renew training initiatives if needed, and then create a consistent measurement system. Mystery shopping is just one way this can be done; consider quality control monitoring of your call center, manager spot checks, or even spot check evaluations to collect objective data about the customer experience. Analytical reports can be used to continually monitor and gauge performance across staff, locations, or geographies. Use this data in performance reviews, training sessions, and incentive programs for maximum effectiveness.

For the Connecticut DMV, it will take some time before the benefits of the sweeping changes will be seen. However, this new Commissioner is doing things right, and it will pay off in the long run.

JC Penney: Pinterest + Bloggers = Success

Looks like JC Penney is upping the ante in preparation for Mother’s Day!

It’s no secret that the retailer has been struggling for a few years now; they’ve tried different marketing tactics, pricing campaigns, and new staff. This newest marketing promotion, though, may be one that sticks.

The retailer announced that it was teaming up with Pinterest in a unique way. In the weekends leading up to Mother’s Day, JC Penney and Pinterest held events at 10 malls throughout the nation. Pinterest provided large “boards” measuring 10X9X2 and displayed them within the designated malls. The boards featured JC Penney clothing styles, hair ideas, and makeup for complete looks in a format similar to Pinterest.

JC Penney got another important social arena on board – popular bloggers – who helped promote the event, model and discuss JC Penney clothing on their blogs, and offer fashion advice. Finally, they had sales associates modeling the latest trends.

Here’s a sample event notification that includes all of the activities customers could enjoy:

It looks like JC Penney did several things right:

They learned that their consumer demographic mirrors that of Pinterest users, and created a relationship with Pinterest to engage both users and consumers, both those that are following the brand on Pinterest and those that may not be.

They incorporated bloggers into the mix. If there’s one thing we learned about the younger generation, it’s the influence of bloggers, vloggers, and YouTube “celebrities.” The weight of their opinion is quite influential, and JC Penney took note of this.

The company rewarded its Pinterest users and encouraged more to follow. By incorporating a “show us you follow us on Pinterest” to receive a goodie bag of discounts, samples, and free stuff, it generated viral buzz. This could encourage others to follow the brand on Pinterest before the event; if they like what they see, they may stick around for the long haul.

JC Penney has had a tough road; I’m wondering if this new campaign will turn the corner for the struggling retailer. At any rate, it’s a great example of how to combine the on and offline world for a successful marketing campaign.

Tips to Enhance the Retail Experience

It’s no secret that customers are more impatient, especially when it comes to customer service. With online shopping and social media, it’s easier than ever for consumers to find what they’re looking for. How can a retailer ensure that when customers do visit one of their locations, they will leave with a purchase and a positive experience?

What are some retailers doing to help maintain the customer experience?

Mobile apps

Store specific apps are becoming more important, especially those that have customer service tools, such as messaging, incorporated. In app messaging allows consumers to have their questions answered quickly and there is no need to wait for a response. This can keep a customer who is in a location or on a company’s website from abandoning their purchase. Similar to a website chat feature, this in app messaging can be effective, resolve customer issues quickly, and help customers complete their purchase while in the moment.

Enhanced social customer service

There are many channels available to consumers when it comes to business – email, phone, chat, and even social media. When consumers are in the researching phase, or if they have issues with a purchase or product, they are quick to turn to social media. Many companies have incorporated customer service into their social sites. It’s important to note that, when this is done, the company needs to have appropriate staff available to answer questions and resolve issues quickly – unlike email communication, consumers expect a quick response, sometimes within an hour, and sometimes even less. Long gone are the days where it was acceptable to get a response within 24 hours – these days that window is much shorter, and retailers who embrace this change will see success.

Empowering staff on the sales floor

Back in the day, if a consumer was interested in a product that was not available at a particular location, the sales associate would “go the extra mile” by calling nearby stores to see if it was available there. If it was, the other store would either hold the item or, in some cases, would ship the product to the store for the consumer to pick up at a later time. Now, if a product isn’t available at a store, the consumer will likely leave, and either make a purchase later on the website or give up all together.

Some retailers have resolved this by incorporating online sales at the locations – when a consumer can’t find exactly what they’re looking for, the staff is able to order it for them online and have it shipped to their home free of charge. This is a nice upgrade and will keep consumers from shopping elsewhere. It’s yet another way to keep in store consumers from leaving empty handed.

Engaging in mobile technology

Others are stepping up the game and turning to what is referred to as “clienteling” technology – essentially an in store app for associates that can empower them to fully assist any customer, from finding products not available in stores, to tracking loyalty points, and even chatting with professionals when questions cannot be easily answered. One such example is concierge – this service offers a myriad of intuitive, interactive features, including beacon features to notify associates when customers who have the app enter the store to calendars of promotions/events so associates can bring them to the consumer’s attention during their interaction. It also seems to offer an opportunity to complete a purchase, which results in easier checkouts and minimal wait times at the register.

Retailers need to fully embrace technology to stay competitive, whether it’s social media or mobile apps. The more features and perks that make the consumer journey easy, the better off and more competitive the retailer will be.

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