POS Marketing - 3 Ways to Improve CX at the Point of Sale

Forbes list of customer experience predictions for 2019 starts off with the customer’s expectation of convenience and speed. From the beginning of the customer experience to the end, including at the point of sale.

You can win over a new customer only to lose them at the point of sale.

Consider this: A customer visits your brick and mortar or online store, and you manage to surprise and even delight them with a high level of customer service and product satisfaction… right up until they try to reward you by paying. Up until the last moment in the buying journey, your business got it right. But at the point of sale, something goes wrong, something is down, something is slow, something is clunky and cumbersome.

Given that this is the last moment in the customer experience for this transaction, doesn’t it stand to reason that a bad experience at the point of sale due to a problem with payment processing or poorly chosen merchant services equipment and software could negate or even replace all of the good brand impressions your business made up until the end?

Customizing your point of sale solution can create a competitive advantage.

Even if your point of sale payment processor and merchant services have performed well or adequately in the past, as technology continuously improves, the capabilities your point of sale equipment and software provide might be outdated now. If your competitors have new and improved merchant services tools and your tools don’t measure up, you’ve handed them a competitive advantage.

Working with a local payment processing company like 253 Payment Pros can put the competitive advantage back on the side of your business. Our goal isn’t just to sell you a point of sale solution or merchant services package and move on to the next customer, we want to make sure you get the most appropriate payment processing solution in place, and we are happy to customize an equipment and software package that serves your business well. What’s more, we want to work with you for the long haul. We can educate you on the latest technology and tools to make sure you are getting the most out of your point of sale solution.

Use marketing automation to improve customer satisfaction beyond the point of sale.

The second prognostication in Forbes’ customer service predictions for 2019 also argues for taking a fresh look at your payment processing solution: The triumph of digital over traditional communications. This is where your merchant services software can really shine, in generating automated email marketing that can:

  • reinforce positive customer perceptions about your brand
  • drive referrals via rewards, email and social media
  • increase positive online reviews and ratings
  • encourage feedback for customer support and satisfaction
  • increase customer visit frequency
  • communicate loyalty rewards totals and opportunities
  • increase revenues through special offers, add-ons and upgrades

Gift cards, loyalty and rewards programs facilitated through your payment processing solution can increase customer satisfaction, retention, referrals and much, much more. It’s also probably one of the most under-utilized tools; many businesses fail to take full advantage of the loyalty marketing options available to them in their merchant services software. We would be happy to help you set up post-sale marketing automation so that you can see an increase in revenues from sales of gift cards, return visits from loyal customers and referrals earned through high customer satisfaction.

Simple, seamless point of sale experiences satisfy consumer’s desire for self-service.

Number three on the Forbes 2019 customer satisfaction predictions especially reinforces the need to re-evaluate your merchant services solution overall, and payment processing in particular. Today’s customers want you to be available to them when they need you, but they also want to be able to serve themselves.

More than 8 out of 10 customers across all industries try to complete their own customer journey independently before reaching out to a brand representative (Gartner research). The extent to which a customer can research your products and services, find what they want from your business and complete payment to you without needing the help of someone on your team can create a competitive advantage for your business.

Upgrading and updating your point of sale software and equipment could be the key to satisfying customers who want to self-serve. And when paired with loyalty marketing software, these customers can still feel like they did business with a high level of personalized customer care, even if they never spoke directly with one of your employees.

Digital point of sale is not nice-to-have, it’s a must-have.

Another of Forbes’ predictions is something that shouldn’t surprise: The need to be a digital business. Once again, if you’re working with aging point of sale equipment and software or part of the customer transaction is still performed manually, now is a great time to reach out to us. We can help you with a customized point of sale solution that suits your business’s needs and packs a punch when it comes to return on investment.

When was the last time you upgraded your payment processing and other merchant services? When was the last time you even evaluated whether you have the best point of sale equipment and software in place? Get a no-stress, cost or obligation quote:

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