Customer experience professionals face a single major challenge today: changing and increasingly high expectations from a new generation of knowledgeable and savvy customers.
Customer loyalty is virtually non-existent without 24/7 availability, instant and accurate solutions, flexibility, efficiency, and digital and mobile access. Beyond the selling of products and services, companies and the people that run them are selling an experience.
Brand differentiation, profit margins, and customer engagement can only be attained by having a 360-degree approach to customer experience. Businesses that think in terms of generational divide risk missing global shifts in customer expectations.
In an attempt to deliver on these rapidly evolving expectations, seven key findings in a recent survey of 7000 global consumers show that the digital divide is now dead. Here are those take-aways:
1. Millennials are less different: Millennials aren’t as different from older generations as is often perceived. Both are extremely comfortable adopting to new digital channels and devices.
2. Simplicity is key: Millennials want multiple touchpoints that help ease interactions. Older generations, too, want seamless human and machine collaboration.
3. Trustworthy, fast responses: Customers on both sides want immediate responses instead of having to wait hours, days, or even weeks before hearing back.
4. Customers vanish after bad experiences: Once customers have a single bad experience, they tend to not only avoid interacting with the company further, but also spread the word about their experience to others.
5. Online sources help: All shoppers go through multiple sources and read through multiple reviews before ever deciding to make a purchase or transaction.
6. Virtual reality is welcomed: VR is perceived as a symbol of progress and innovation. Using VR is seen as both innovative and adaptable.
7. The human touch is still crucial: All customers want easy functions that come with technology, but they also want some things to have a personal touch.
The most important question then is “How do we connect with our customers?” For a wide range of age groups, there is no one answer that fits all. However, having always on, omnichannel touchpoints are critically important. Companies that understand the diversity of need among customers and work to help customer experiences to be the best, help their customers to win.
If you want to know more about how to respond to the era of high expectations, click the link below for more information.