Converting the Web Lead in One Minute
Technically Execute Your Lead-Capture Process Instead of Doing it in Theory.
I’d like to take a step back from writing about specific customization or integration work our team has done in SugarCRM. I enjoy learning about the different solutions we’ve given our customers and it blows me away to see the creativity of our engineering team and their ability to be business minded in their consulting, then take that and build a technical solution for it.
I write about these solutions a ton. But what led to the problem? What led to the company realizing there was a problem?
I had a few house guests this past weekend and one of them locked her keys in the car. Being that it was Labor Day, I wasn’t sure what kind of response we would get from locksmith companies. First thing I Googled was “cheap car locksmith in Austin, TX”. The first company in the sponsored link area had a headline of “$15 locksmith service” This sounded too good to be true, but what the heck... I couldn’t pass it up even if there was a catch in the deal.
Once on the company’s website, they had a large promotion for 15% off if I contacted them through the form on their site. I thought, OK, I’ll play this game for a bit. I filled out the form, left a phone number, email, and explained the issue.
Now we wait. 5 minutes. 10 minutes. 20 minutes go by.
No call or even an autoresponder email. I found this very strange. Working with Customer Relationship Management (CRM) systems and marketing its value to other businesses, I thought - surely they have a backend system in place to support their desire to have service requests come through the website. But there was nothing!
I already had drawn out in my mind the architecture of what the process should look like:
- The person fills out the form on the website.
- Information pushes through as a lead in the CRM system.
- Autoresponder email and text message are sent to the contact info provided on the form to instantly let the person know they’ve been heard. This keeps people like me from moving down the list of search results in Google and onto the next “$15 locksmith service” headline that catches my eye.
- CRM system notifies service man scheduled to be on call that day and is closest to the person’s location. This notification is an email, text message, or text-to-speech message in an automated phone call to ensure the serviceman is reached on holiday weekends such as Labor Day.
- Serviceman knows someone is waiting and they can immediately call them and get on their way.
Estimated time from form completion to service man’s call=1 minute.
If I had been called back within a minute I wouldn’t have cared what the cost was. I would have been happy with the quick response and felt that they really wanted my business.
In actuality, they didn’t have a process in place. I ended up calling another company. I could have just called them, but the principle of it didn’t sit well with me.
The point of my rant is this - there are too many other companies doing the same thing out there to have a slow response time and lack customer service. No matter what your company’s process is to win business - just make sure you have one that works technically and not in theory.
It’s been three days since I contacted the company through its website. No response yet.