The Digital Wrap: Get Out of the Truck and Go Online to Own Your Customers by Marshall Billy

Author:Marshall, Billy [Marshall, Billy]
Language: eng
Format: epub
Publisher: Thomas Noble Books
Published: 2016-03-29T21:00:00+00:00

If your competitor offers all of these capabilities and you do not, how long do you expect to continue as the service provider of choice in your community?

When you create a digital wrap with your website, all the data and information trapped on paper documents in your filing cabinets instead become a sweet syrup that sticks customers to your business. It might seem like a daunting task to implement these ideas; don’t feel like you have to do everything at once, but you should definitely have a plan to reflect your service activities and the associated data back to your website to hold your customers’ attention.

Service Requests and Chat

If you are going to put up a billboard advertising your capability, shouldn’t you also let your customers make service requests online? In the most advanced case, the request should allow them to use service history at their location to specify which equipment is malfunctioning so that you can respond in the most thoughtful manner – that is, with the right technician and the right parts. In the most basic case, simply populating a form on your site with information that is emailed to your dispatcher is certainly better than nothing. If your dispatcher responds quickly, which they should, it is highly likely that you will be the servicer selected to fix what is broken.

According to an Insidesales.com statistic, over 50% of online requests for new business go to the company that responds first. A study reported in Harvard Business Review found that companies that respond to an electronic request within an hour of that request are seven times more likely to be considered for the business than those that do not. Speed and responsiveness are critical.

Of course, the fastest response is immediate response via an online chat. Chat is a very simple application to add to your website via Olark, LiveChat, SnapEngage, PureChat, or any of a number of others that you can find and compare at g2crowd.com. You should not even have to think about which one is right for you because your web company should simply put it in place as part of their service. As with online service requests, make certain that someone at your company is engaged at all times during primary business hours (and even in some cases after hours) to catch customer and prospect requests. All of these chat platforms give you reports about how attentive your staff was to inbound chat activity as well as details about the engagement with the prospective customer.

Your website is a key component of your digital wrap. Moving beyond the concept of the website as a static billboard and instead embracing it as a dynamic extension of the services you provide increases the value of your business. Every day your business generates mountains of data – check-ins, customer feedback, failure codes, photos, measurements – that can be put to good use if you reflect them back onto your website for the benefit of your customers and prospects. All that

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