Blog - Have you tested the customer experience for your business?
If you're looking to increase the number of enquiries, have you considered the customer journey; how easy is it for clients to get in touch?
I've got two main points for you to consider to evaluate the customer journey for your wedding business.
Contact form
When was the last time you tested your online contact form or considered the steps your potential clients have to go through to get in touch and book your wedding business?
Large corporations are known to make it hard for customers to get in touch with a human, it's almost as if they don't want people to contact them.
But for your wedding business, how hard is it for your potential clients to get in touch? What barriers have you got that are stopping clients from booking you?
Simple mistakes such as a broken contact form could be costing you bookings.
Even if your contact form is working, how easy is it to use? The longer the form the less likely people will fill it in. The suggestion is to have a maximum of four fields. So ask if you really need every field?
To think about the fields needed, consider what you really need. For sure, you'll want to know their name and how to get in touch with them. Some questions can be something that you follow-up on after the client has completed the form.
Depending on your business, you may not even need to include the date of the wedding or venue. For example, a bridal shop will likely be able to fit couples in around existing bookings where as a solo photographer will only be able to shoot one wedding per day.
Suggested fields for a contact form:
- Name
- Date of Wedding
Asking for a phone number can put off the younger generations who aren't keen to speak on the phone. If you want to ask for a number you'll likely find more people will fill the form in if this is an optional field. And if you want to use messaging, such as WhatsApp, make this clear as some people will be happy to give their number to use for messaging but not for calls.
It's good practice to regularly test your contact form (and other ways to get in touch with you) to check that they are working. And even better to get someone else to test it for you as they may spot things that you don't.
Responding to enquiries
With your contact form working, what's next? If a couple fill in your form they will be waiting for your response. But how long until they move on to another supplier?
It's important that you respond to enquiries as quick as you can. The most important thing is that you respond. Shocking survey results from Alan Berg revealed that 20% of companies contacted didn't even respond to enquiries. That really is wasting your money.
How can you improve the customer journey?
You want to make it as easy as possible for your potential clients to get in touch. With a streamlined contact form and/or availability checker, coupled with a speedy response, you're putting yourself further towards the top of their list.
EventPlan can help you streamline your business, with a contact form on your website that's linked to the system to allow you to quickly respond to each enquiry. With pre-filled templates you don't have to start from scratch for each enquiry, instead tweaking your standard response to suit what they've asked for.
Interested in seeing how EventPlan can save you time and help you win more bookings? Get in touch and I'll show you how the system can help you.
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