Many small and mid-sized business owners think IT downtime only cost them a few productive hours, but there’s a lot more at stake when your systems go down. Customer satisfaction and loss of brand integrity are just two of the key losses apart from more evident costs, such as lost productivity and what often adds up to a high tally of lost profits from sales, billable hours, and/or however else your business earns an income.
1. Customer Loss – Today’s buyer lacks patience; they are used to getting everything at the click of a mouse, at the tap of a finger. Suppose they are looking for the kind of products/services that you offer and your site doesn’t load or is unavailable—even if temporarily–you are likely to lose them to a competitor—permanently. The same is true if a perspective client (or, even worse, a current client) calls your office needed information that is housed in your network, which you are unable to furnish.
2. Damage to Brand Reputation – Customers are now using Social media platforms like Facebook and Twitter and blogs to vent their bad brand experiences. Imagine an irate customer who doesn’t know if their card was charged on your site, or not, due to a server error. If it’s your bad day, they could probably be using Facebook or Twitter to share their bad experience, and it could be viewed by hundreds of people, causing irreparable harm to your brand image.
3. Loss of Productivity – When your systems don’t work, this can have a direct impact on your employees’ productivity. Consider a research firm of 200 employees where they primarily rely on internet connectivity to access the knowledge base. If the server hosting the knowledge base is down, there’s a total loss of at least 1600 work hours for one day.
4. Overtime, Repair and Recovery, Compensatory Costs – In the above case, imagine the overtime wages the business would have to incur if it was to make up for the work loss it faced owing to downtime. In addition, there’s always the cost of repair—the money the business would have to shell out to fix the issue that caused the downtime and get the server up and running again. In some cases, businesses would have to incur additional costs to make customers happy. These could include giving away the product for free or at a discount, or using priority shipping to make up for a delayed order.
5. Possible Lawsuits – Businesses could also be at the receiving end of lawsuits. For example, a downtime that has an impact on production, delivery or finances of the customer could invite litigation.
6. Marketing Efforts Rendered Useless – Consider a pay-per-click advertisement that shows up for the right keywords on Google, or an extensive e-mail campaign that your business engages in. However, when the prospect clicks on the link, all they see is an error message. Isn’t that a waste of your marketing budget?
The bottom line—one natural disaster, one technical snag, one power outage–or MOST commonly–HUMAN ERROR, has the power to put you out of business, both virtually and in reality. It’s probably time to think about how you can mitigate the threat of a possible downtime and whether your managed service provider can act as an effective and efficient ally in this battle for you. Greater New Orleans-based businesses can rely on Rent-A-Nerd, Inc. as experts in business continuity. And, should the unavoidable happen, we are versed in getting your network back up and running to reduce any costs associated with IT downtime.
