My car has been running on empty for almost two days now, I seem to notice that I do this a lot and I chalk it up to my experiences at gas stations as to a reason why I let my life be possibly hindered by running out of gas rather than to take ten minutes and fill up. Below is just one of these experiences that shape this consumer behavior.
I’m pretty busy today dodging from salon appointment to home to do some work in time to get back out on the road to get to a meeting. I have been running on empty in the car for two days, so I decide to stop at the am/pm on the corner of McClintock and Southern in Tempe, AZ to get some gas quickly before I head back home.
I’m not a real big consumer of am/pm because they seemed to be a leader in a movement I noticed a few years ago where gas stations started charging their customers extra to pay by debit or credit to cover their fees from credit card companies to process these cards. Thanks guys. Anyhow, so I stop in to this station because it was close by and recently completely renovated and I thought I’d check out if the experience had gotten any better. I pull in, and I notice flaw #1.
Flaw 1: Poor support column placement.
When I go to get out of my car, there is a support column RIGHT where I would open my door out to. So even though I parked a decent distance from the pump, I still can barely get out of my car. I manage to squeeze out of my car door and go to start filling up. I notice Plus #1.
Plus 1: Pay at pump, yaay convenience for me.
The pumps now take cards at each station instead of at the main pay column in the middle of the pumps. This is helpful to me because I don’t have to go to the pay column, stand in line to pay, etc. I also don’t have to go inside. So I enter my card details, agree to pay the extra fee to use a debit card. I go to the pin pad and there’s a flat label that says Yes and a flat label that says No next to the push button number keys. I assume I push 1 for yes and 4 for no. I push 1 for “yes” and it goes to the next screen, a.k.a. Flaw #2.
Flaw 2: Don’t up-sell me when I just paid you a bunch of money to already do something I think should be standard.
The next question is, “Do you want to buy a car wash?” Ok, I get this, you’re trying to upsell me. You want to offer me a added bonus that I would enjoy. Great, but don’t offer this to me when you just charged me for something I think should be standard when I purchase from you. I can appreciate your gesture out of context as my car is dirty, but I really don’t have the $ or the time.. also you never told me how much extra it would be so no I’m not going to say yes. Here comes flaw #3.
Flaw 3: Inconsistent interface outcomes.
I push four for “no”… the pump beeps at me but the screen to upsell me the car wash is still there… I push four again… this time two beeps from the machine but still nothing happens to get me through the payment process on the screen. Why when I pushed 1 for “yes” it worked but now when I want to use 4 for “no” it won’t? Is this a shitty way to make people have to buy a car wash, do I have to just to pump my gas? So now I think my pump is broken. Shit. Just as I move to get back into my car and go to a different gas station, here comes a guy that has a blue polo on. I’m like oh what’s this guy want? He’s about to be flaw #4.
Flaw 4: Sales guy disguised as customer support.
He’s a decent looking guy, looks trust worthy and decent so I’m not thinking that I’m going to get kidnapped or mugged by talking to him. He smiles, taps on my window (which has some dings in it) and says, “You know, we can fix your windshield for free today if you like.” What? Ok, nothing is for free. I look at him puzzled (and a bit annoyed that he’s selling me while I’m having trouble with the pump) and retort, “What’s the catch, nothings for free?” And he says, “Well you have insurance, probably full coverage or glass coverage, you pay a premium every month that isn’t used.” and he continues, “Since Arizona is a “Driver not a fault state it’s automatically covered in your premium every month.” Ok, what the hell did he just say? Is he trying to sell me a premium monthly service, is he trying to say that it’s already covered in my insurance, don’t I have to pay the deducible before insurance will cover it? I just get more confused and then realize I’m not even HERE for glass service. I say, “Look I’m really not interested, I’m really busy and I’m just trying to get some gas but this pump doesn’t work it just keeps trying to sell me a car wash that I don’t want.”
This one could have been a plus (just like the car wash), but the way it was handled just felt wrong. You’re right those dings in my window bother me, and yea I do want to get them fixed easily and cheaply but they don’t bother me enough to go to an auto-shop. But don’t say things a free when people know the money comes from somewhere. I would have been much more inclined to talk to him about doing it today (if I weren’t so busy) or at a later date if he would have told me more about the service and how little it would cost since they work with my current insurance to take care of the cost.
Also, tell your sales people to approach people while they’re waiting for gas to be pumped after they’ve finished the transaction with the pump. It was so hard to listen to him while I’m trying to figure out why the pump won’t work. But lets get back to the story…
He says “Oh, I see this problem all the time, let me help.” Incoming Flaw #4.
Flaw 4: If you know something is broken, for the love of God fix it.
This is another situation where it would be a plus if he were just offering help , but he sees this issue all the time, why don’t they just fix it? How many customers does it take to drive away with a bad system before you stop to fix it? I understand if only a few people have this issue, but for the sales guy to notice that he helps people with this issue all the time and then to not fix it.. what the hell.
So, I accept his offer to figure out the “trick” to getting this pump to work. At least it will make him quit trying to sell me a service I don’t even know how it would be paid for. He goes over to the push button interface, and instead of pressing 4 for “no” he actually presses on the flat label “No” and like magic the screen is gone. Flaw #5.
Flaw 5: Inconsistent interface.
Why would all the numerical keys be push button but the “yes” and “no” be completely flat. They weren’t even raised even a little! If you’re going to have buttons to interface with the system, make them look all the same! So, on the next screen comes flaw #6.
Flaw 6: Don’t offer something (pay at pump) that just doesn’t work.
“This card is not accepted.” I look at the sales guy and he says “Eh, that happens all the time too, the card reader doesn’t like some cards, try again.” Flaw #4 strikes again! I slide my card again, and the screen says “Please come inside to pay.”
At this point, I’m over even wanting to buy gas here. I excuse myself from the sales guy and get back into my car, still on empty, to drive to a Shell station several blocks away. Shell an interface I can use (all flat buttons) but charges me for use of my debit card, but at least I can get gas and not be up-sold to every five seconds while I try to figure out an insanely unusable interface.
Consumer reports have continuously found that consumers (just like you and me) prefer the recommendations of their peers instead of other advertising means. Why? Because it’s (for the most part) unbiased and since these friends and colleagues know you well, you assume they would know what you like and have your best interests at heart. Yes, word of mouth marketing is alive and well, and will continue to thrive.
Restaurants have always relied heavily on word of mouth marketing. When you want a delicious meal, you often ask your friends or read reviews from critics. But what if our reviews of our favorite tasty places could be shouted from the rooftops to all of our connections? With the advent of social media and user-generated content, word of mouth marketing has become a tidal wave of great marketing opportunities that just need to be harnessed. So how can restaurants get on board and start surfing the wave? Here are some unexpected ideas…
Start monitoring, join the conversation, and some shameless self-promotion never hurts either. Twitter is particularly handy because it’s short and it’s RIGHT now. Lots of twitter users are looking for suggestions on where to go or watching where other users are going. Twitter can be a great venue for the customer satisfaction pulse. If someone has an issue, it’s great to provide on the spot customer service, and this can create amazing brand loyalty. Also, what a great way to help loyal customers (your Twitter followers) know about menu updates, specials or just how much you love them.
Yelp, Urbanspoon and other Review Sites
These great sites will help you keep up on what people are really saying about your establishment. Don’t ignore these reviews. Sure, you can’t please everyone, but if you’re looking for suggestions on how to improve your service, look no further than these treasure troves of great info. Tip: Don’t be afraid of the occasional nasty/rude review. These bad apples make the rest of the great reviews more genuine. Sometimes you’ll even get a loyalist on your side that will discount those mean mentions. Also, many review sites have iPhone applications, so going mobile is a snap and free to you.
Get yourself listed! With Google Maps it’s free to list your business and may be more helpful than you may think. Let me tell you why. Google is the number one search engine and is moving forward with blended search results (particularly local). This means it’s more likely a map result will get precedence over other content. Want to be on the first page? This is a good way to do it! Also, Google Maps is a leading service in mobile mapping technology, so if someone is looking for a good place to eat while they’re out and about, you’ll show up! Also, Google will aggregate most review sites and average those reviews, making it really easy for consumers to get the scoop on your delicious venue.
Meetup, Upcoming, Facebook Events and other Event Sites
Looking to promote a particular event at your establishment? Broadcasting it on local-based event sites is a great way to get visitors that didn’t even know you existed before. Also, look to partner with groups that may need venue suggestions. If you have a particularly slow night (say Tuesdays), offer them up a great deal (maybe happy hour prices) to host their group. This is a great way to start brand loyalty with new faces.
Flickr and YouTube
Got a camera? Take some shots of your famous menu items to share with fans and people that might be interested in learning more about your restaurant. This will help people get a better understanding of portions, how delicious your food is, etc. Also, there’s a great chance these photos will show up in blended search results! Got a video camera? Even better! Take a video tour of “behind-the-scenes” to give guests a unique experience on what goes into creating the amazing dishes you offer. This can really create buzz and be a nice personalized touch, especially if you already have fanatical brand loyalists.
Hope your mouth is watering with all these delicious new marketing opportunities that online relationships offer. Now that you’ve had a taste, how do you think you could harness this new trend to get more patrons?
Originally written for On Our Minds – Santy Integrated’s blog.