4 Ways TV Can Improve the Customer Experience at Your Business

Whether they are waiting for service or friends, turning on the tube can do a lot more than entertain your customers.

May/June 2016

For most businesses—from accountants to auto mechanics—waiting is part of the customer experience. Whether waiting for a friend at the bar or for their nails to dry, you can improve the time customers spend in your business by keeping them entertained and informed.

Television is a simple way to boost relations with your customers; however, how you choose to utilize the entertainment and information television provides should involve a bit of strategic thinking. Here are four ways you can reap the most benefit from TV in your business.

1. Leverage TV to increase sales

Depending on the type of business, the longer customers choose to stick around, the more money they could spend. Supermarkets and other stores have long used music as a way to keep shoppers casually roaming their aisles and loading up their carts; a similar strategy can keep patrons at other businesses making additional purchases as time passes.

The benefit to providing television to restaurant and bar customers is clear—the longer people sit, the more they will eat and drink. Cable TV sports packages can be the hook that brings in and retains crowds, even on slow nights. “This is why we encourage Monday and Thursday night football and baseball for bars and restaurants,” says David Kincheloe, president of National Restaurant Consultants.

But what about retail businesses or service providers? Televisions set up near checkout can help relieve any frustration customers may have while waiting in line to pay. Televisions can also slow the pace of a shopper, giving your sales people more time to approach each customer. For service providers, such as attorneys or consultants, making customers feel at home and comfortable in your place of business will help you keep them coming back for more.

2. Use TV to enhance, not overshadow, service

Finding the right balance between TV broadcasts and the main focus of the business is essential, says Dean Small, CEO of Synergy Consultants.

If your company is B2B, you will want to choose a financial or breaking news channel. If you serve families, parents will appreciate a television tuned to a children’s programming channel. If you cater to an active or athletic crowd, sporting events or sports news may be best. The key is to choose programs that are entertaining and informative but also reflect your brand and core market. Time Warner Cable Business Class can help you customize an industry-specific channel lineup that’s right for your customers.

3. Make clientele comfortable

Sometimes patrons need to be set at ease while they wait, particularly if they are anxious for information, a special product, or an update on the services they sought at the business. Music channels available through cable TV services can be fed to a waiting area, which could take the edge off customer fretfulness. A sense of belonging might also encourage repeat business, especially if the patron is on his or her own. “If someone is dining alone, especially if they are travelers and sports enthusiasts, they may want to watch a game,” says Small.

4. Direct customers’ attention

Tuning in to events of interest can maintain the attention of customers while they await goods and services, says Kincheloe. This can minimize their sense of missing out on the rest of the day while they spend time at the business.

Putting television in strategic spots can also focus customers’ attention on a feature or product the business wants to highlight—as well as divert attention away from places the business prefers to keep out of mind. For example, you wouldn’t want to hang TVs near the “back-of-the-house” area of a restaurant. Where the kitchen staff works might not be the first thing the owners want patrons to notice. In a reception or waiting room setting, place televisions in the opposite direction from the receptionist, who may need a degree of privacy when checking in customers.

Do not forget the fine print

By ordering a programming package from a television service provider, businesses can make sure they have the correct licenses to publicly show content in a commercial location to their patrons. TV shows, events and music broadcast at public venues fall under certain regulations for media exhibitions. Check the plan from the service provider to make sure such licenses are covered to avoid fines or further action, Kincheloe says.

Keep customers engaged, informed and entertained with programming everyone can enjoy: add or upgrade Business Class TV by calling 866.725.0833.

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