MAKE BUYING EASY

The easier it is to buy from you, the more likely people are to do it, and yet many firms put barriers in the way of their customers. For example, telephoning to order a takeaway meal to be delivered takes time and effort, not to mention telephone charges. People who order takeaway meals are either very tired or very lazy—the less effort they have to put in, the better.

Pizza Magic is a pizza delivery company based in Glasgow. The company delivers throughout the area, and of course most of the orders come in by telephone. Recently, however, the company hit on the idea of allowing customers to order pizzas online.

The company’s website now has the menu, including of course the requisite wide range of additional toppings, and is interactive so that people can order the pizza of their choice and pay for it without speaking to a human being at all.

This has several advantages. First, people who are tired often do not want to talk to anybody, so ordering online is less hassle. Second, the company can easily change its menus, prices, topping options, and so forth without having to reprint all the menus. Third, automating the ordering process means less staff time spent on the telephone. Finally, the possibility of error in transcribing customer orders is virtually eliminated—any errors are likely to be on the customer’s part, or possibly the chef’s.

Of course, people can still order by telephone, or even call in—but the internet offers a very convenient option.

Practice

• Make the website as interactive and user-friendly as possible.

• Ensure that people can still order in the conventional way.

• Store all orders in case of disputes—if possible, send them to delivery personnel cellphones.