Small businesses considering technology purchases often do so from the standpoint of efficiencies and cost savings they may provide. I had an experience that made me think about how the same technology can also make a considerable impression on customers.

I had a small chip in my windshield that went unnoticed until the Atlanta heat disagreed with my air conditioning and caused the crack to spread. I called a well-known auto glass company and it took only a few minutes to schedule to have my windshield replaced at my place of business.

I received an automated voice message at home reminding me of the service. I also received an email that included all of my service details as well as the name and photo of the technician who would be doing the work. It included information about employee credientials and assurance that all employees receive background and driving record checks. This is a nice idea, particularly to help a customer -- maybe a mom at home alone at the time the service is performed -- feel at ease.

The technician called me prior to his on-time arrival. The work took about 40 minutes and he called me again when he was done. He processed my credit card payment using his BlackBerry, which then printed a receipt from a portable wireless printer. He handed me an "electronic pen" with which to sign the receipt. The pen printed in normal ink on the paper receipt, but then he showed me his BlackBerry screen that immediately displayed my signature. Pretty cool. Not only was I impressed with the technology, but it's nice that when I give a guy in a van my credit card, there isn't a paper copy floating around.

I was handed my receipt and warranty info and asked to complete an online survey, which I certainly will.

The service was great, but I think I'll be even more likely to recommend this company because of how coordinated they were. I don't know what kind of ROI they receive on their technology investments, but the secondary benefit, in my opinion, is the positive impression made with customers.

Consider how the proper use of technology can...
  • Demonstrate the competency of your business
  • Show customers you care about their time and convenience
  • Put customers at ease about security, cost, or other concerns


Have you invested in technology that has made a favorable impression on your customers? Is it resulting in more referral business? What other benefits have you experienced?

 

Mike Savory

Peachtree Product Manager