Issue link: http://read.uberflip.com/i/1268579
through the front desk. Your business wasn't expected to be open at all hours of the day, and potential customers weren't expecting to get information outside of normal business hours. As long as you had a polite, informed and attentive front desk staff, your customers had their needs met in a timely manner that aligned with their expectations. Now, with the prevalence of smartphones and our heavy reliance on search engines, digital assistants and the internet for information, potential customers are conducting research at a time that is convenient for them on a device that is literally in their back pocket. A parent may be researching ice skating lessons while in line at the grocery store, on a second browser window amidst a virtual conference call or on the couch after the kids are in bed. You need to be prepared to give your potential customers the information they want within seconds of them wanting it or else you risk losing their business forever. How do you meet the needs of this audience and provide them with the instant gratification they crave? Audit your website on a regular basis by pretending to be a new customer and walking through the entire customer journey from start to finish. Is information about your programs easy to find? Are schedules up to date and helpful for families planning in advance? Is your registration process simple and easy to follow? Is the research and registration process clear and informative on both a desktop and mobile device? If the answer to all these questions is "yes," your website is doing its part to support your business. Instant gratification While instant gratification is important when conducting research on your organization's website, it's even more important when it comes to registration. If a potential customer spent time researching your programs, vetted your schedule and is excited to take part in your business offerings, the worst thing you can possibly do is tell them to come back later when registration opens to the public. Your potential customer wants to take action now and is likely to forget about the opportunity or take their business elsewhere if you tell them to come back at a later date. If year-round registration isn't an option for your business, consider implementing registration alerts into your registration experience. If registration doesn't open until a set date and time, let individuals interested in taking part in your programming sign up to receive an email when it's time to register. This gives them the instant gratification they crave and gives you permission to follow up with them when the timing is right. Plus, it allows you to gauge the interest level for a program throughout the year and perhaps build in additional programming if necessary. USICERINKS.COM JULY.AUGUST.2020 / 47 , Reach families online and on smartphones with a top-notch social media and website presence.