After Hours Customer Service 
 

Now, the obvious equivalent of an ATM for most businesses is a Kiosk that features their website. This would certainly create more quality web traffic, and would definitely improve customer service... but most businesses probably don’t want to send the money to set this up.

One way the cost is to partner with one of the companies that put Kiosk’s in malls, and share a Kiosk with several companies. I have done this successfully, especially with gift certificates...but if you think a little creatively... there are a few better options.

1) Place a couple computers at your location that are specifically for customers who want to order from your website. This is especially effective for catalog companies or companies that do not have a sales floor for all their products.

For example, a small jewelry store may have a few pieces on display... but have a much larger selection in their catalog or online. If you have a comfortable computer desk and chair where customers can search your site online... you will be able to convert more customers both online and offline. Now you will be able to show customers more of your products and will be able to answer any of their questions in person.

This is also effective for anyone that provides custom products, multi-part kits or special product options. And remember, many times what you are really trying to do with your website is help the customer and get their contact information.

An example of custom products would be a small contractor or a caterer. They usually do not have a large sales floor or a professional sales force. They can easily use their website to walk prospective customers through the sales process and help them pick out the options they are interested in.

Yes, most customers will call and can be referred to their website over the phone... but they will also have "walk-ins" and usually are not able to show their full product line on the spot.

By providing access to their website, they will help build a stronger connection with the visitor and will have a better chance of winning that person as a customer...as well as find out exactly what they want and collect their contact information.

Now you can be proactive and follow up with them... this is much better than just giving someone a business card and hoping the find their way back to you in the future.

A good example of using your website to sell special options is a catalog or clothing retailer. Many times we have gone into stores such as the GAP or Abercrombie and found that they do not carry "Long" jeans. Then we are often referred to their website... but finding what we want has been a complete hassle... resulting in many returns.

If they just had a computer connected to their website in the store we could easily log in...find what we are looking for... and ask for help if we needed it. Then we would be able to order exactly what we want.

But, they don't have a computer there, so instead we don't get the jeans we really want... and they lose an easy online sale.

OK, letting people access your website in your store is a good way to drive traffic to your website during the day... but what about after hours?? You can't leave your computer outside.

No... but with a little imagination... you can take advantage of both old and new technologies to provide ATM like service 24-hours a day.

Think about this... have you stopped at a restaurant and found that they were closed? Every time that I have, I have always noticed a copy of their menu in a frame or in the window.

Any business could easily print out their website and post it in the window for people to read (unless you have 200 products). This would give people after hours access to information about your company, FAQ and even a listing of the products you sell online.

Ok...so they can read the website ... but what good does that do.

Well, first of all... it provides the prospective customer with more info about your company. Secondly, it gives them access to the FAQ. Third, now they can "Window Shop" your website and will have a reason to visit your site when they get home.

But... if that was the extent of the idea I would not have published it.

Here are 2 ways to quickly improve it.

1) Turn your site into a PowerPoint presentation.
2) Enable customers to order the product on the spot.

First... have you ever seen a TV posted in the window of a store? I bet it caught your attention. Just the fact that it was bright and moving probably made you stare for a couple moments.

Seriously... some businesses use neon lights to stick out. If you create a PowerPoint Presentation of your website and post it using a computer monitor in the front window of your office... you will be sure to get the attention of a couple people passing by.

(Of course this will work best for businesses who have a storefront ... if you have a office on the 54th floor this may not work as well... but if you get people trying to visit your office after hours, then you still may be able to make it work.)

Second... it seems that everyone now-a-days has a mobile phone and is addicted to text messaging (SMS). If you combine the power of mobile phones, text messaging and the wireless web, you easily can create a ATM like 24-hour self-service system.

There is so much opportunity here, and so much we still have to learn about mobile e-commerce, but here are a few simple ways that you can complete the transaction.

1) On the website display special text message addresses for each product.

Then, when someone finds a product they want to purchase, just have them send a text message to the special address for that product. Since their text message "from address" is the same as their mobile phone number have an autoresponder send a confirmation text message, and tell the customer that someone will call to collect payment information during normal working hours.

2) Create a special wireless web version of your website order form.

The customer will look at the print-out or PowerPoint Presentation of your website in the window or your store. Then, they will just enter the SKU number and payment info into your wireless order form using their mobile phone.

3) I don't know how soon this will become a reality, but a few wireless providers let customers use their mobile phone like a credit card. Purchases are authorized with your phone and the charges are automatically added to your phone bill.
 

This ideal solution is often referred to as "micropayments".

Micropayments are a reality outside of the US... but my research was unable to find an easy way for website’s to offer their customers a micropayments option such as icePay, T-Moble’s Simpay or Cingular’s Direct Bill.

I am not a m-commerce or micropayments expert - but if you have good info on how they work, be sure to pass it along. This is definitely the future... just how far in the future is anyone’s guess.