The Appointment Economy: Customer Engagement

By Max Palmer | Appointment | No Comments

An appointment economy is emerging to improve consumer engagement, and field experiences as the globe opens up. So take a moment to check your Calendar and get your appointments scheduled and up to date.

An appointment-as-a-service indicates that time is valuable to both parties. Have you ever made a service appointment and been told to maintain a window of several hours open because they couldn’t commit to a time? Ever made an appointment at a hospital just to spend an eternity in the waiting room? Have you ever strolled into a company and wished you could arrange an appointment ahead of time? Or wished you’d scheduled a remote work conference differently?

We’ve all had these inefficiencies that are time-sucks — but you can tighten up your schedule for maximum productivity.

The Appointment Economy — Customer Engagement — and Productivity

Increasingly, clients demand creative, tailored, and time-efficient services due to the epidemic and increased digital penetration. In an “appointment economy,” you may rapidly become a competitive distinction in gaining client connections and loyalty if you’ll maximize your time — and theirs.

The pandemic changed businesses and customers

Customers’ personal and professional life became digital-first because of Covid-19 safety regulations and the fear of illness. People learned to browse and find products using digital applications and gadgets, whether they were purchasing groceries, a meal at a local restaurant, or a new vehicle or house.

A combination of health concerns and physical distance restrictions necessitated the rapid adoption of virtual applications such as remote learning, telemedicine and telehealth, courtroom litigation, insurance claims processing, and more.

Covid-19 changed culture and behavior swiftly along with the advent of digital-first activities came a new kind of client, Generation-N. A new routine and expectation in the experiences — business associates chose inspired new routines and expectations in the first 90 days of pandemic disruption.

Businesses and social contacts demanded services in both physical and digital contact points to be integrated, convenient, intuitive and frictionless, experiential and customized. Maybe you noticed, as we did — Many clients became more impatient and expected results on their timetable.

The order of the day was for firms to speed up digital interaction while introducing new experiences — and most of these constraints had to be done while we worked at home. And now, it seems, customers and clients want businesses to up the scheduling and appointment game even more — or think we can — because we are back at the office.

During the epidemic, businesses began to digitize obsolete procedures and infrastructure quickly.

Now is the time to invest in next-generation experiences, particularly in the new miles of consumer contact. Consumers increasingly find the usual four-hour appointment time inflexible and unappealing, and it’s paving the way for an appointment economy.

Reimagining the Service Path

We are seeing a reimagining of the service path, and this new path puts the digital-first client first. Recent research found that clients regard appointments as a way to save time. As a result, more appointments and scheduling are being made in business than ever before.

Changing your appointment and scheduling protocols

These new scheduling and appointment protocols are an opportunity to redefine field service as a critical personal contact points, boosting engagement and satisfaction among clients.

Digital infrastructure is required to facilitate seamless scheduling, on-site customization, and relevant follow-ups.

In a digital-first era, people prefer face-to-face service. 77 percent of US clients choose in-person appointments with digital alternatives — up from 67 percent in June 2020. So what do analog appointments represent for digital transformation in a world where digital-first is becoming the norm?

That means digital infrastructure from appointment scheduling to on-time engagement to post-service follow-up. In the future, one-third of clients aged 18-44 will choose virtual appointments over in-person meetings. While now a minority, it might be regarded as a sign of the appointment regulation’s future.

Saving time and accelerating results may become more crucial when younger consumers mature and become the market majority.

Customers want appointment-based business transactions and services.

Customers would feel more comfortable visiting a company in person if they could arrange an appointment. But that’s just the start. And what is the inclination of your client?

Eighty-two percent of your clients and customers would prefer to visit a firm with an appointment. It all boils down to action and who you choose to do business with. Over 75% stated they would be more inclined to visit a company in person if they had an appointment.

In the tech industry — we have always had people just drop by the office — and this is many of our clients and customers. But as we get back into the office, we see that nearly all of our clientele and customers prefer an appointment. So keeping everything scheduled requires an uptick in scheduling and for the teammates to pay an additional amount of attention to details of the business day.

Like the attention to detail increases, as people make and keep their appointments appointments — a remarkable thing is occurring — the productivity is up on a significant level.

Personalizing customer experiences draw new consumers and future-proof businesses.

Most customers (78%) feel customized care makes them more inclined to buy. Moreover, this figure will likely rise as AI fuels digital-first experiences.

The surprise to business is that teenagers and those in their twenties are far more likely to agree with the viewpoint of having an appointment. Maybe schools are preparing teenagers better to make and keep appointments. These meetings save consumers time and allow brands to learn about their customers in advance, either by asking questions or by using data like purchase history to give a genuinely tailored experience.

Youth prefer purchasing online and picking up in-store or curbside.

While this isn’t precisely “shopping with an appointment,” it does represent that younger and perhaps more digital-first consumers prefer to buy on their terms — and that often means on a schedule. They prefer screens to aisles and want to pick up their items when they want.

Their time is their most valuable asset — so plan accordingly.

Customers don’t want to give up their convenience, control, and better digital-first experiences as the globe opens up, but it appears our clients and customers won’t go back to normal. It’s clear that time and experiences matter in the appointment economy and businesses must progressively distinguish themselves via field service personalization.

Businesses may utilize appointment-setting to improve field service quality, plan better, employ resources more efficiently, and plan better.

You’ll want to clue your team to up their game in the appointment and scheduling department. We are still in January, and there is no better time in the first quarter. Appreciate the customer’s time and presence and find greater productivity that benefits everybody.

Offering the right experiences at the right time and scale is the hallmark of good business with the right technology. To see how you are doing with these new goals, invest in real-time analytics and scheduling. One of your most significant ways to facilitate digital self-service appointment scheduling, rescheduling, and cancellations are with your Calendar.

How to manage today’s scaled up appointment needs

Automate, self-service, and chatbots to manage today’s needs. Enable human agents to foresee and solve issues and achieve desired results by scaling automated technologies to gather and unify critical client contexts.

Remember that you will want to make experiences part of the unified customer experience, with digital at the center. So move beyond a “how did we do” email or survey and thank consumers for their business.

Video and voicemail messages

Try a video or voicemail message. Use your appointment and economic data to forecast the future. This is a business opportunity to adjust capacity if reservations surge or fall next month so that you schedule with predictability.

The expectations of service have shifted.

The expectations of services have shifted, and you still have to work on experiences and services — your upgrades are here to stay.

Conclusion

Your customers can and should be able to anticipate more convenient scheduling and tailored services both now and in the coming years. Companies that can effortlessly provide value to customers online, curbside, and in-person will succeed in the appointment economy.

Image Credit: Sora Shimazaki; Pexels; Thanks!

The Appointment Economy: Customer Engagement was originally published on Calendar by Max Palmer.

Avoiding the ‘Black Hole’ of Customer Engagement

By Hunter Meine | Appointment | No Comments

Automated appointment systems make life so much easier for both businesses and their customers. Booking and executing an appointment have never been more efficient. However, you need to be careful about falling into the “black hole” of customer engagement that can form around automation.

Too many automated appointment systems facilitate client interaction during the booking process but end there. There are no response mechanisms or continuing interaction throughout the rest of the customer journey. Make sure you don’t lose people after they click the “Submit” button by following these tips:

Keep an Agent Within Reach

While online appointment software and other digitized features have nearly endless benefits, sometimes customers just need to talk to someone. It gets frustrating when you’re stuck with a chatbot and need to ask a more complicated question that only a human can answer.

One of your employees doesn’t have to be available to help customers 24/7, as chatbots are able to do. Still, make sure your customers know they can speak with a customer service agent during business hours for more complex problems and concerns.

When solving customer problems, your CS representatives have an excellent opportunity to further engage with customers. They can ask leading questions to get customers to provide feedback that, in ordinary situations, they might just keep to themselves. Have your reps record any comments customers make so you can take action on the issues they think need to be addressed.

Send Out Customer Surveys

Customer engagement after the appointment is just as important as engagement before and throughout. The feedback you receive from customers provides valuable information on ways you can improve or practices you should continue using.

After an appointment, send out a short email thanking customers for their business. Include a survey link in each email and ask customers to respond to questions about their experience. Make sure the survey link is easy to locate within your message.

Use Social Media Regularly

If you want to engage with your customers when they’re not at your business, turn to social media. Roughly 70% of Americans have a social media account, most of which are used regularly. There are plenty of opportunities for customer engagement here.

Social media can spur customer engagement in several ways. An ad campaign will gather clicks that can lead to more appointment bookings. Inviting comments on posts provides another platform for customers to voice their comments and mention concerns the company can address.

Track Key Data Metrics

When customer engagement gets placed on the back burner, you have to find new ways to bring it back to the forefront. Set goals to track key metrics using customer data. In order to accomplish these goals, you’ll have to monitor customer engagement via online interactions.

Set up your website to track customer engagement online. You’ll be able to see how long customers spend on your website, what pages they visit, and your landing page bounce rate. This information will help you adjust the layout to place forms and resources where they’ll best be seen.

Data metrics can be drawn from your in-house team as well. Tracking the percentage of customers who accept an upsell will show you how customers are responding to this sales tactic. If percentages are low, you’ll know you need to change your strategy.

Incentivize Engagement

Some customers will purposely place themselves in the black hole of customer engagement because they simply don’t want additional interaction. If something goes wrong, they’ll either grin and bear it or take their business elsewhere without a word.

Customers have the right to keep their thoughts to themselves, but your business benefits from their feedback and engagement. To draw them out of the woodwork, incentivize engagement to get the highest engagement rates possible.

A common business strategy is to take survey responses and use them as raffle tickets. Customers who leave feedback are entered into a drawing to win free services or other perks that are valuable to them. Using this tactic, you’ll receive more feedback than just the occasional review from those with strong opinions.

Be Transparent

Nowadays, customers might associate surveys and unprovoked emails with marketing schemes intended to make a sale. Be transparent about the real reason you’re looking to boost customer engagement so they don’t shy away from your overtures.

For example, you might be reaching out to customers to inquire about a service package your company provides. Make it known from the get-go that you’re sending the survey to gauge whether you should continue to offer the package (or whatever your reason is). Customers won’t feel like you’re only trying to sell them something and will be more likely to provide honest feedback.

Make Engagement Count

Finally, when you gather feedback, do something about it! Customers will fail to see the need for interaction and engagement if your company isn’t listening or reciprocating.

Let’s say customers consistently mention the long wait times they experience before each appointment with your business. Instead of just nodding in sad agreement, come up with a solution. Do you need to install self-check-in kiosks in the lobby or take measures to stop appointments from running long? Your actions will inspire customers to continue to provide feedback, as they’ll know it is being used to improve their experience.

Learn to spot the signs of a customer engagement black hole so you can steer clear of it. As soon as you feel your business being drawn in, take the necessary steps to adjust your course. By doing so, you will retain more customers and keep your operations running smoothly.

9 Tips for Promoting Appointment Policy Compliance

By Gunjan Saini | Appointment | No Comments

Want to Get More Done? Organize Your Thoughts

An appointment-only policy is supposed to benefit everyone. Customers who make appointments are seen sooner, while employees get a smoother workflow.

But what happens when customers won’t follow the policy? Even occasional non-compliance can spoil the system for everyone.

Turning away business isn’t the answer. But there are a few things you can do to encourage every customer to follow your appointment policy:

1. Put your policy front and center.

Before getting upset with customers who aren’t following your appointment policy, make sure people are aware of it. If your appointment policy is unclear or unposted, you can’t expect everyone to follow it.

Add your appointment policy to your website, social media, and the front door of your business. Print it in large, bold lettering that will be difficult to miss.

In case customers have questions about your policy, make sure they know who and how to ask. Include your phone number so customers can reach out to you directly.

2. Understand why violations occur.

So many problems can be solved simply by listening. Remember to take the time to communicate with your customers. Exercising empathy can help you connect with them and cultivate trust.

Through communication, you can discern why certain customers aren’t adhering to your appointment policy. Knowing is half the battle. The rest, of course, is explaining how the policy benefits everyone.

3. Explain the benefits.

One reason customers might not accept your appointment-only policy is because they don’t realize its importance. If you can convey the benefits in a way that resonates with them, they’re more likely to follow it.

An appointment-only policy means customers will experience shorter wait times. They won’t have to show up at your business early hoping for a spot; they just have to arrive in time to check in.

Plus, this policy lifts a burden off your employees. With walk-ins, workloads can be up and down. Trying to squeeze in last-minute requests can be stressful for your staff and cause problems for other customers.

4. Make it easy.

When making an appointment is a challenge, it’s no wonder customers would prefer to just drop in. If you find yourself struggling to get customers to make appointments, this may be your issue.

Making it easier to book appointments can be as easy as updating your website. Make your booking link large and easy to locate. A user-friendly interface with few steps will simplify the process. You can also allow customers to book appointments through a variety of channels, such as through social media sites or over the phone.

5. Walk them through the process.

When a customer walks through your doors without an appointment, you don’t want to turn them away. Rejecting customers doesn’t benefit anyone.

Instead, explain to them that customers with appointments get first priority. You can then walk them through the process of making their own appointment.

Walking them through the process might take some time, but it’s worth it. They’ll appreciate your willingness to help, and they won’t have an excuse for showing up without an appointment next time.

6. Add a waitlist.

Sometimes, customers want an appointment at a time you can’t honor. Instead of rejecting them outright or booting another customer from their slot, add them to a waitlist.

Waitlists provide the best of both worlds: Your customers may get the time they want, if another appointment falls through. And while it may not be at the customer’s ideal time, you’re able to book more work.

Waitlisting is also a way to reward customers who book early and through the proper channels. Next time, waitlisted customers will think ahead.

7. Incorporate walk-in hours.

There are some customers who simply are unable to commit to an appointment. Either their schedule is too hectic, or they don’t know in advance when they’ll need your services,

To avoid alienating these customers, add some walk-in hours. Consider restricting walk-ins to only the afternoon or morning to avoid throwing a wrench in your appointments.

The answer to customers ignoring your appointment policy shouldn’t be to throw in the towel. But accepting walk-ins on a limited basis could help you accommodate customers in tough situations.

8. Implement no-show consequences.

To effectively enforce an appointment-only policy, you need to be prepared to address cancellations and no-shows. If customers don’t keep their end of the commitment, the whole process can fall apart.

Make sure your no-show policy is strict enough to get customers to keep their appointments, but not too harsh as to turn them away. Something simple such as pre-payment or a deposit can encourage customers to fulfill their commitment because of the financial implications.

9. Make it worth their while.

Got some repeat offenders? Implementing incentives for booking appointments not only adds to your customer experience, but can also tempt new customers to give your business a try.

Consider offering a discount to customers who book in advance, as opposed to walking in. Even a small treat at the office, such as a free coffee or snack, could encourage customers to follow the rules.

Don’t let a couple of rebels discourage you from continuing your appointment policy. Get everyone on board, even if it means having some hard conversations.

5 Reasons Why Customer Engagement Is Everything

By Jon Bradshaw | Business Tips | No Comments

If there’s one thing your company can’t survive without, it’s customer engagement. Engaging your customers as people is the single best way to show you care about them.

Hosting events, sending personalized emails, and giving holiday discounts are all great engagement tactics. While these interactions may seem small, they can payoff with big rewards. An engaged customer represents 23% more revenue than an average customer, and acquiring a new customer can cost five times more than retaining an existing one.

If you’re staring down difficult competition, set yourself apart with customer engagement. For five reasons, it’s a great business strategy:

1. Builds brand awareness

Brand awareness describes how familiar someone is with your company’s values, products, and services. When they see you as an important part of their life, a customer is more likely to return that value to your company.

Creating more brand awareness doesn’t have to be expensive. Nonprofit associations like BoatU.S. do a great job of engaging their customers inexpensively in a way that keeps their brand top of mind. The organization sends out monthly newsletters, as well as a bimonthly publication. Every issue shares recreational boating skills, DIY maintenance, safety tips, news, insight from experts, and lifestyle profiles.

Some brand awareness efforts that engage people are even free. Getting attention for your brand on social media is as simple as sharing entertaining content like videos, podcasts, blog posts and infographics. If you’re looking for a spendier, more meaningful option, you can also contribute to community causes, offer free samples, or provide on-site service

2. Generates social capital

Social capital is the value you gain from interpersonal relationships with other people. Connecting with your consumers and building rapport with them gives you both a boost of social capital.

Maybe your company offers digital marketing services. You might see an accounting firm advertising on TikTok, for example, and instead suggest they move their spend to LinkedIn ads. Simply reaching out with some free advice is a great way to build social capital.

You can go a step further by following up with preferred customers in a personal way. Depending on the amount of business you do and your budget, you can follow up by writing personalized thank yous, meeting for coffee, sharing social media posts, or inviting them to company parties.

When you help your customers crush their goals with your services, you better believe they will tell their friends about it. This social capital associated with referral leads improves conversion rates by 30%. Say “hello” to more business!

3. Creates emotional investment

The big business push of this decade is the focus on data. But the truth is, every business partnership relies on emotional connection.

The ability to make your customers feel something is the art of creating emotional connection. Maybe you engage in person with a lunch meeting or happy hour, or maybe you use social media. These investments won’t bring you gobs of instant revenue, but they will help customers see you as a person behind the business.

Emotional investment is why Oreo’s social media efforts during the 2013 Super Bowl generated so much engagement. When the event experienced a power outage, Oreo capitalized on it rather than fall silent like the other brands. The Oreo tweet, “Power out? No problem. You can still dunk in the dark” went viral, with 14,200 retweets and more than 1,000 comments.

Did that social media post make Oreo any money? Maybe not, but it’s humor helped customers remember that someone was having fun behind the screen.

4. Identifies switching barriers

A switching barrier is anything that might keep you from switching from one brand to another.

These barriers can be financial costs associated with switching, like an early termination fee from switching from Verizon to AT&T. They can also be procedural, like the time it would take you to load your favorites and card information from the Starbucks app to the Dunkin’ Donuts app. Or, these switching barriers can be relational: You have a favorite employee that works at Chili’s, so you go there instead of Applebee’s.

What is your switching barrier? Maybe it’s your client services team that answers phone calls from customers immediately. It could be the way your easy-to-use software tool customizes reports better than your competitors.

Whatever your switching barrier is, you can reinforce it by following up with clients. Find out why they’ve been so loyal. Ask them about things they like, things they would improve, and even things your competitors are offering that they wish you offered. Show them you care, and they’ll stick with you.

5. Helps you home in on your target user

A perk of customer engagement is that it’s a feedback loop. When you engage your customers, you see all sorts of new opportunities to delight them.

You can’t please everyone, so it’s important to prioritize. Engaging existing customers encourages you to take the good, the bad, and the ugly feedback in stride. Saying “thank you” and making an effort to are great ways to demonstrate your commitment to them. That, in turn, helps you build better products and streamline your sales efforts.

If you want to make money, you have to win hearts. Customer engagement encourages people to share your story, return your good deeds, and stick with you. It puts your product developers, marketers, and salespeople on a firmer footing, and for everyone, it makes business more fun.

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