Customer Satisfaction: Ease of Access
Ease of access is included as one of the ten major factors that influences overall customer satisfaction in any customer-supplier relationship. Ease of access means a few different things to the customer, the first of which is the convenience of the supplier's location. Can the customer find the supplier's store/plant/office?
When the location is convenient it removes a barrier to doing business. The busy corridors and main streets of any city have always been the most expensive retail space because it's the best place to be. Gas stations want to be right off the freeway exit, grocery stores want to be close to neighborhoods, and banks want to put ATM's anywhere people might need to access their cash. Retail store success is often strongly associated with location, location and location. For some suppliers, operating from the internet means being accessible to anyone with a computer world-wide 24/7.
There's more to ease of access than just location. Store hours and being open when customers need you is also important. In the past few years banks have started opening on Saturdays and staying open later at night to answer customer needs. Parking is another ease of access factor. Customers may be able to find you, but if they can't park, business will be slow.
Once a customer finds their chosen supplier they have other access needs. Customers need access to information. Can they find out the critical information they need to help them make a buying decision? Is this the correct volume water heater? Is there a return policy? If I buy ten is there a discount? Will this software run on my operating system?Suppliers need to put themselves in the customers shoes and ask themselves if they would want to go through a similar experience.
Often times, access to information means getting to the right person in the supplier's organization by telephone. Many companies lose tons of business because their receptionist doesn't have any idea how to meet the customer's need or who to refer them to. This is experienced as a block to getting their needs met by the customer.
Product quality may be great and the price incredibly competitive, but if customers can't find the information they need to make a buying decision, no sale will take place. Things like product labeling and packaging can be critical. Pathway signage can facilitate better access- especially in complicated malls, hospitals or office complexes. Make it easy and convenient for the customer- that's the bottom line.
Recently I was standing in a long line at Home Depot (again) and there was an attractive display of construction clamps that were packaged in a two for one offer. Having plenty of time to mull over this 'impulse buy' as I stood there I made every effort to locate the price tag. There wasn't any. When I finally got to the register the clerk didn't know the price either. Sure would like to have bought those clamps but there was no access to the critical information I needed to make my buying decision. I suppose I could have waited while Home Depot checked through their system and finally came up with the price, but that wouldn't have been convenient for me, would it?
Ease of access is not the only factor that influences customer satisfaction, but it can make a big impact on the suppliers business if you get it right. It can also have a big negative impact if you get it wrong. Remember to put yourself in the customer's shoes for each type of transaction and remove every barrier you can that will help a customer get right to what they need.
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