The promises businesses may not realize they’ve made

An essential part of creating a great customer service is what happens at checkout — and not just online

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What happens at the cash register counts. You can have the most knowledgeable sales staff in the world, the best product selection and the most attractive location in the market, but if a customer hands over their cash, credit or debit card and nothing happens, you’ve lost more than a sale. You’ve lost some confidence from customers as well.

We know already know all about the need for credibility in e-commerce, perhaps because it’s gone through so many growing pains. There was once a time when proceeding from the selection of a product to clicking the “checkout” button on a Web site involved too many steps, or resulted in an error message. Today, merchants like Amazon and Indigo have made this much more streamlined and reliable.

As a result, though, the expectations for consistent performance in the “real” world have never been higher. You could argue it’s even more important, because beyond the POS system is also an in-person interaction between staff and customer. The last thing any company should want is to leave that staff person fumbling for excuses about why they’re not going to be able to ring them through.

This is just one use-case for Wireless Backup Access, which Allstream just launched. Based on 4G LTE wireless (with backwards compatibility to 3G), it will come to the rescue anytime a business experiences a failure in its primary wired Ethernet Internet or MPLS service. Like an instant reflex, the system will switch over to the wireless service for as long as it takes to restore the primary wired circuit. Customers, in other words, shouldn’t notice a thing.

As we’ve discussed previously on expertIP, all kinds of organizations — from retailers to financial services to governments — are realizing they need to optimize their operations for the omni-channel. In other words, customers are connecting with them in person, over the phone or over the Internet. The mere availability of these channels is an implicit promise to customers and citizens that the organization at the other end will be prepared to address their needs through that channel.

Wireless Backup Access reflects the fact that, while organizations may prioritize the channels where people contact them through purely digital communications, there are equally important connections in physical locations that need a similar degree of availability. For some, a fully redundant wired High Availability solution may make the most sense, but Wireless Backup Access was designed to extend that capability to all kinds of other organizations in a very cost-effective manner.

Whether you’re a retailer or in a completely different industry, it’s worth walking around or thinking through all the places your wired network connects with customers today. What kind of promises are those connections making? Then it’s time to ask yourself if you’re fully prepared to fulfill them.

Image courtesy of Idea go at

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1 Comment

  1. Excellent article Bruce, very informative and well written! Thanks

    Peter / 8 years ago