A couple of weeks ago the Sunday Times ran an article on what irritates hotel guests the most. I have to say it brought a wry smile to my face as nearly everything mentioned I’ve experienced myself.
But it’s not just hotels that can get the simplest of things wrong. Are you ever left puzzled and wondering why on earth a business does what it does when it has a negative impact on the customer?
What are the things that most irritate you when you are a customer?
I thought I’d share with you my top twelve most irritating practices. Forgive me if this comes over as a bit of a rant, but do you know of any businesses that are guilty of any of these? Maybe, as it’s the season of goodwill you might like to let them know so they can do something about it!
1. Road to nowhere
Hiding their postcode away on the website or worse still having a postcode that won’t work in helping you locate them. Yes, it might be an accurate postcode used by the Post Office, but 99.9% of people who are looking for a postcode will only wanted it to help locate them, not to be sent round the houses or to a back entrance.
What comes up on Google maps and satnavs for your postcode?
2. Everything’s out
When you ask a member of staff for something and all they can respond is ”Everything we have is out” doesn’t actually answer the question! It’s as good as saying “I don’t know and don’t much care”. Don’t they know what they have in stock?
Why would any customer want to go searching if the answer is no, and if the answer is yes for goodness sake help us find it!
What I mean here is when something just can’t perform the tasks for which it was designed.
For example in a hotel room when the kettle is positioned so that it can’t reach the socket without having to rearrange everything on the table, or even putting the kettle on the floor so the cord reaches the socket. Worse still having moved said kettle and going back to your room later to find it moved back to its old position, so you have to do it all again.
Does your layout or process make it easy for customers and if they ask for something to be changed do you oblige or go back to your ‘standard’?
4. Look but don’t touch
You know in clothes stores when jumpers are all beautifully folded but you can’t see what they are really like without picking it up and feeling awkward in case you ruin the display?
Same goes for leaflets or useful info that’s all pristinely laid out.
Do you encourage customers to browse, or make them feel awkward?
Taking delivery of a package that has so much tape on it it’s impossible to open it without taking to the knife and running the risk of ruining the contents inside as you do so.
Why are we so obsessed with so much packaging?
6. Do I need new specs?
Typefaces which are far too small to read. Small type on menus in romantically lit restaurants, working out which is the soap and which is the hand cream in the toilets without having to put your glasses on, business cards which require a magnifying glass to read the contact details…
Same applies online; dark fonts on a dark background (often the hyperlinks) that are all but invisible, log in areas or page menus tucked away in small fonts.
Have a thought for us oldies! As we get older our eyesight gets weaker so it’s not a good idea to rely on the views of trendy young thirty somethings!
7. Your call is important to us
It’s bad enough being put on hold, but when you’re not even asked first of all if you’re prepared to wait, and then left with atrocious deafening music. Even worse when you’re told “Your call is important to us”.
What do your customers get to hear when they are put on hold?
8. How much is it?
The saying goes “If you have to ask the price you probably can’t afford it” comes to mind when you can’t find a price tag. Why do some businesses insist on hiding the price away so you have to hunt for it leaving you wondering if the above statement is true?
How visible and transparent is your pricing?
9. Now where?
When you’re involved in a business day in day out you know where to go or what to do next. But of course customers are not so familiar. We like guidelines and good signage that tell us where to go or what to do next.
How clear is it on your website what step to take next, or when arriving at your business which way to go?
10. Premium numbers
The whole concept of being charged a premium to call a business when I’m the customer is beyond me, yet how many businesses only list a number which if not premium from a landline will certainly be premium from a mobile.
Worse still not listing a phone number at all and making me go through web forms to make any kind of contact which of course is dependent on being online.
How easy is it for customers to contact you directly?
11. That’s not in my script
A script might be fine as a guideline. But when it’s followed to the letter irrespective of your responses, you may as well not bother.
Do all your team listen and know how to respond appropriately if they get an unexpected response from the customer?
12. Not delivering what’s promised
Stuff happens and there are times we really can’t deliver what’s been promised. But not letting me know till the last minute leaves me high and dry with fewer options.
How well do you keep your customers informed if you’re about to miss the target …even if it’s because you’re waiting on them for an answer…?
So these are some of the things that most irritate me.
How about you? What are the things that bug you when you’re the customer?
p.s. The chances are that if any of these things irritate you, there’ll be things that irritate your customers in your business.
And if you’re not sure?
Two things you can do…
- Have everyone in your team (including you) experience as much of the customer journey as possible AS A CUSTOMER.
- ASK YOUR CUSTOMERS directly for their feedback. What little things can you do to make it a smoother, quicker or all round better customer experience?