Inside the Customer Experience

 

Last week a report was released by Stella Service – this company evaluates major online retailers and reports on four aspects of the online shopping experience: telephone, email, shipping, and returns.

 

Take a look at the most recent rankings in apparel and accessories:

 

 

 

 

With Black Friday quickly approaching, consumer will be looking at how to spend their money to get the best deals with the simplest, least stressful shopping experience. The results of this study are timely; if you want to see how companies in other categories stacked up, you can review the Stella Service report and use the drop down menu at the top of the page to peruse the different industries evaluated.

 

 

 

 

In an ever changing retail environment, you may soon see a new feature at your local retail store. It may take a while, but Apple has been hard at work developing a new technology called the iBeacon. Simply put, this is a located based program  (think customized GPS) that can connect with an iPhone to guide customers while in a retail setting.

 

Major League Baseball has incorporated this into a test run through its Mobile App. Once the app is downloaded and guests approach a ball field, the iBecaon can detect their location and offer personalized information, including how to find their seat, and other relevant information in the form of video and text. It was on a trial basis with the Mets, and is anticipated to be rolled out next year. The article talks about how it is personalized for each ballpark, and for each guest based on their entrance and seating within the stadium.

 

As for retail stores, the possibilities are quite exciting. The iBeacon is gearing up for launch at Apple stores, and the app is being updated to allow customers an easier shopping experience. The location of items can be easily found, and customers will be able to retrieve product and pricing information, right on their phone.

 

If this proves successful, how will this translate into the retail world? It’s quite possibly going to be a slow adaptation, similar to the use of social media and mobile in retail; however, this could be one addition that will provide customers with that more simplified shopping experience. Being provided with indoor maps and customized information about the store they are shopping in, especially if they are a first time customer, can give them incentive to return. It sounds like this may be able to be easily integrated into mobile apps, as is the case with Major League Baseball, so its something for retailers who are already engaged in mobile to look at to add to their toolbox for yet another enhancement for the customer experience.

 

As Apple launches the iBeacon, we will eagerly await the results of its success or challenges. Once it launches at Apple, it’ll be telling to see how it is embraced by retailers nationwide.

 

 

 

 

 

Looks like McDonald’s drive thru is slowing down a bit – according to a study conducted by QSR Magazine, their drive thru wait time, from start to finish, is 189.49 seconds, which falls 9 seconds below industry average.

I worked at a McDonald’s in high school, and still vividly remember when corporate would test the drive thru – talk about nerve wracking! They would stand outside the menu board, and each window, with stopwatches, to ensure that wait times were as quick as possible.

According to a recent article, McDonald’s is attempting to solve the problem by adding a drive-thru window, which they refer to as “Fast Forward Drive Thru” which incorporates a third window for those who reach the pick up window before their order is ready.

But what else can be causing slower than average wait times at McDonald’s? Take a look at the list and see if any of these hold true for your drive thru locations:

1.  Not having an extra pick up window: the company believes that this may be part of the problem. To that end, they are incorporating a third window for those orders that aren’t quite ready. The traditional way McDonald’s has dealt with this issue is having customers pull forward or to a designated parking spot on the side. While this can move the line along, it may cause delays in other ways.

First, the staff needs to run out to the car, which could add time to the process, while taking time from assembling orders or assisting other customers. Secondly, for this to be effective, employees need to honor the process. Unfortunately, I’ve experienced some employees who would rather you sit at the window and hold up the line rather than move you to a parking space in the lot because it’s cold, rainy, etc, and they don’t feel like running out. This isn’t specific to McDonald’s I’m sure, but I’ve seen it happen.

2. Too much, too soon: McDonald’s USA President admitted that part of the problem might be their menu selection. In rolling out too many new items in short intervals, coupled with the fact that some of the menu items are more complex to make or take longer to cook, can result in longer wait times.

Add employee training and getting employees used to the new menu, and that can create a delay at the drive thru.

In addition to renovations, the company plans to provide additional training and engage employees in feedback surveys to identify and resolve any issues that may be playing into the increased drive thru times as well as general customer service issues.

Do you have similar drive thru issues? Do you think having limited windows is hindering your efforts? Most McDonald’s, at least in my area, have at least two windows – one for payment, and one for order pick up. Not every quick serve restaurant has his luxury, nor do they have money or space to add a window. What other things can you do to ensure drive-thru times are as quick as possible ?

Learn from the best: whether this means scoping out a competitor’s drive thru process or talking to your seasoned crew regarding their perceptions of the drive-thru experience and how to make improvements, listening and learning can go a long way in making changes.

Do it the Portillo’s way: Portillo’s is a Chicago based QSR that boasts probably the coolest drive thru processes I’ve ever seen. The location closest to me always has a line around the building, yet wait times aren’t any longer than one would expect for a quick meal.

What’s their secret? Extra staff serving as a human drive-thru speaker. During high volume times, staff are outside in the drive thru lane manually taking orders. The first staff you encounter takes your order and places a number on your windshield. After a few moments, another staff member approaches you to take payment. That leaves their two windows free for distributing meals. If you haven’t been to Portillos yet, you might want to make a visit next time you’re near one. It’s fascinating to watch!

QSR Magazine offered some ways to improve the drive-thru experience; take a look at what they’ve suggested. They offered a wide range of small ways to make the entire experience more favorable for guests.

With 70% of revenue for McDonald’s coming from its drive-thru, it’s no surprise that they realize improvement needs to be made. Customers expect quick service, especially when using the drive-thru. Looking to find your strengths and areas of challenge can make things better before there’s an issue. It’s never too late, but definitely better to be proactive than finding out there is an issue later.