Improving Customer Experience with Guest WiFi: A 2024 Business Guide

Every B2C business should use every advantage possible to gain an edge over their competition. 

These advantages include every action that can improve customer satisfaction. B2C businesses that have physical locations where customers walk in daily can benefit from providing internet access to people who buy their products.The internet is widely used and a large part of the population owns smartphones and laptops. 

his means that almost every visiting customer can benefit from it. Putting the right IT infrastructure in place and making wireless internet available to customers can make them spend more time at your store, increasing sales and encouraging repeat business. 

What is Guest WiFi?​

Guest WiFi is a separate wireless network specifically designed for guests or visitors. It is commonly found in public spaces such as hotels, coffee shops, airports, and other businesses. This network is distinct from the leading network used by employees or regular users and is typically secured with a unique password or login credentials. This separation ensures that the primary network is protected from unauthorized access while offering guests internet connectivity.

How does guest Wi-Fi work?

 The specifics of setting up a guest Wi-Fi network can differ depending on the Internet Service Provider (ISP) and the type of hardware you are using, but here is a general overview of how the process typically works:

• Network Configuration: Initially, the homeowner connects the router cables and configures the network settings. This involves accessing the router's administration panel through a web browser and setting up the primary network, including choosing a network name (SSID) and a password.
• Guest Access Controls: Homeowners can set up a captive portal, a web page that guests must interact with before gaining access to the network. This portal can require guests to log in and agree to specific terms and conditions, enhancing security and ensuring compliance with the homeowner's policies.
• Bandwidth and Device Restrictions: The homeowner can manage the guest network by allocating a specific portion of the available bandwidth. This helps in maintaining optimal performance for the primary network. Additionally, access to specific devices, such as printers or network storage, can be restricted to prevent unauthorized use or access.
• Traffic Segmentation: The router employs subnetting to create a separate network segment for guests. This means that guests are isolated from the leading network, ensuring that sensitive information on the primary network remains secure and inaccessible to visitors.
• If your router does not support creating a guest network, additional steps will be necessary to achieve a similar level of functionality. This might involve setting up a second router dedicated to guest access or using advanced network management software to create virtual networks. Either way, you must ensure proper configuration to maintain network security and performance.
• Advanced Configuration Options: For those seeking even more control, some routers offer advanced settings such as scheduling, where the guest network is only available during specific hours. This can be particularly useful for businesses or homeowners who want to limit access to certain times of the day.
• Enhanced Security Measures: Beyond the basic setup, homeowners can implement additional security measures such as WPA3 encryption for the guest network, ensuring that even if a guest's device is compromised, the security of the overall network remains robust. Additionally, monitoring tools can be used to keep track of guest network usage, helping to identify any unusual activity promptly.

Understanding the Benefits of Guest WIFI for Enhancing Customer Experience

 Guest WiFi can significantly enhance the customer experience by offering convenience, entertainment, and access to information. Customers can easily connect to the network and browse the internet, check emails, or stream videos while they wait or dine. This convenience not only keeps customers engaged but also makes their experience more enjoyable.

The benefits of guest WiFi extend to increased customer loyalty and satisfaction. Studies show that businesses offering guest WiFi see a 65% increase in customer time spent on premises. This increased dwell time allows businesses more opportunities to engage with customers and provide personalized services. Furthermore, customers who have a positive experience with guest WiFi are 70% more likely to recommend the business to others, leading to enhanced word-of-mouth marketing and brand awareness.

However, one common concern is, "is it safe to use guest WiFi?" While guest WiFi offers numerous benefits, users should exercise caution. 

Research indicates that 58% of consumers are worried about the security of public WiFi networks. Businesses can mitigate these concerns by implementing robust security measures, such as encryption and secure login processes, to protect user data and provide a safe browsing experience.

Businesses That Need Guest Wi-Fi​

 As implied above, most B2C businesses that allow customers to walk into a physical store can benefit from having guest Wi-Fi. Common examples are restaurants, banks, hotels, airports, cafes, hospitals, malls, resorts, stadiums, retail stores, and theme parks. Some offices also have guest Wi-Fi because they get regular visits from business partners, contractors, investors, and clients.

Some establishments are reluctant to offer wireless internet access to their guests because they do not know how to restrict access to it. If they leave it open for anyone to use, people might camp around the establishment to use free access which can cost said establishment a lot of money.

Some are also worried that if they give customers access to the same internet connection their employers use, it may introduce cybersecurity risks. Others do not offer guest Wi-Fi because they fear that guests will take up a lot of bandwidth and make the internet slow for their employees.

Why should you have a guest network in the office?

Having a guest network in the office is beneficial for several reasons, enhancing both security and convenience:

• Enhanced Security: A guest network separates visitors' internet traffic from the leading office network. This isolation helps protect sensitive company data and internal communications from potential security threats posed by guest devices, which may be infected with malware or otherwise compromised.
  
• Improved Network Performance: By allocating a separate network for guests, businesses can ensure that the primary network's bandwidth is reserved for critical business operations. This prevents network congestion and maintains optimal performance for employees.
  
• Controlled Access: A guest network allows the business to control what visitors can access. For instance, access to certain websites or internal resources can be restricted. This control minimizes the risk of unauthorized access to company assets and information.
  
• Professionalism and Hospitality: Providing a guest network marks professionalism and hospitality. It shows that the business is prepared to accommodate visitors, such as clients, partners, and contractors, by offering them easy and secure internet access without compromising the security of the primary network.
  
• Legal and Compliance Requirements: Some industries may have legal or regulatory requirements to separate guest access from internal networks. A guest network helps ensure compliance with such regulations, avoiding potential fines and legal issues.
  
• Simplified Network Management: Managing network access is easier when guests are on a separate network. IT staff can quickly troubleshoot any issues on the guest network without affecting the leading network. This separation also simplifies monitoring and logging of network usage for security audits.
  
• Reduced Risk of Data Breaches: With guests using a separate network, the risk of data breaches caused by accidental or intentional actions from visitors is significantly reduced. Even if a guest's device is compromised, the leading network remains protected from threats.
  
• Enhanced Control Over Network Resources: A guest network allows businesses to limit the usage of network resources, such as printers and file servers, ensuring that only authorized personnel can access these resources. This control helps prevent misuse and maintains the integrity of internal systems.

How Guest Wi-Fi Increases Customer Satisfaction

Making guest Wi-Fi available in your business increases customer satisfaction in the following ways:

• Increased comfort: When customers visit a restaurant or other public business locations, they may have to wait for their turn to be attended to. Depending on the nature of the business and the time of day, there can be many customers present and the wait time for the average person may be long. Having guest Wi-Fi available to all customers will make waiting bearable and relieve pressure on the staff attending to the waiting customers.
• Longer stay: Some people who visit fast food restaurants that have free guest Wi-Fi may be encouraged to stay longer if they are enjoying their time. That longer stay can translate into more sales if the customer feels hungry again. This also impacts hotels. People who lodge in hotels might extend their stay if there is fast and reliable free Wi-Fi available.
• Increased value: By offering customers free internet access when they buy an item, they will be getting more value for their money which builds business loyalty and encourages future visits. It can also make the satisfied customer more likely to refer the establishment to their friends and family, who can refer others when they have experienced the value-added service for themselves.
• Better experience: Providing Wi-Fi for customers makes their overall experience at your business better and it makes them more likely to review your establishment positively online. 

Best Practices When Providing Guest Wi-Fi

If you have decided to provide guest Wi-Fi to customers who patronize your business, choose a reliable internet service provider like Purple Wi-Fi and consider implementing the following best practices:

• Use captive portals: To prevent people from abusing your business's guest Wi-Fi, use captive portals to ensure only authorized customers can access the network.
  
• Separate guest Wi-Fi from the main company network: To reduce cybersecurity risks to the main business internet connection, it is best to create a separate wireless network for guests. This will isolate the company from hacking and other cyber crimes.
  
• Provide adequate bandwidth: Before installing your guest Wi-Fi infrastructure, estimate how many guests will visit your establishment on a busy day and ensure the network bandwidth will be able to serve all customers without a speed reduction.
  
• Simplify the login process: Make it easy for the average customer to log into the guest network. You can do this by providing short and simple login instructions in the captive portal.

Wrapping up

Guest Wi-Fi is essential to any B2C company that aims to increase customer satisfaction. It improves customer experience which fosters business loyalty and encourages repeat visits. It also makes people more likely to refer their loved ones to the business and rate it positively online.