When Customers Are Waiting, Communication is Key

Now, more than ever, creating a successful customer experience is about clear communication and setting the right expectations.

Even though consumers acknowledge longer lead times at the time of sale, feelings of frustration can still arise, especially if delivery dates are extended. Adding to the challenges, they may begin to change their mind on their selected style or forget the details of what they ordered.

In many cases, it’s better to underpromise and overdeliver. No salesperson wants to talk about a six-month lead time, but getting your customer their product sooner than they were told is certainly preferable to the alternative. The important thing is to not keep the customer in the dark during their wait and to be transparent about any challenges that arise.

At the same time, don’t make contact only when something goes wrong. Whether it’s through texts, automated emails or physical mailers, reach out to let them know their order is still on track and reaffirm their purchase. This is also a great opportunity to provide helpful information such as maintenance instructions or style tips. 

By planning simple communications, you can use this time to build anticipation and excitement, remind your customer of the value of quality hardwood furniture and establish trust that will pay off in the future.