Customers can boost or kill brands by their individual experiences. Naturally, customers are looking out for their own self interests and it matters very little whether internal affairs within a company are flowing swimmingly or have hit a snag. All that matters to them is whether a brand can meet their need at the right time and in the right way.
That is why brand loyalty can be both hard won and easily lost. Expectations and demands of customers have gradually increased over the past several years and the sales and service approach a customer takes can define its brand just as much as its marketing and advertising strategies.
For all brands, improvement in customer service and customer experience is now a top priority. The digital and mobile technology boost has reshaped customer behavior and brand relationships in several ways. Here are a few:
#1 Self Service Gets an Upgrade
Today, “More than one in three brands say customers and prospects prefer to complete a purchase or resolve service issues without speaking to a human associate, if possible.” Nearly, 40% of sales and marketing leaders think virtual reality will do the most to change the customer experience while 34% believe artificial intelligence will be the thing. This all goes to show that customers now expect 24/7 access to service and support. Enabling an AI self-service station could be difference between winning and losing customers.
#2 Data Holds the Keys
For companies to remain relevant in the digital space, it is essential that sales, marketing, and customer service work in very close alignment to provide accurate and engaging messages and to build the right profile for each customer. If all departments have accurate information on purchases, social media engagement, service issues, and preferred modes of contact, a brand is better able to serve customers where and when they need it most.
#3 Follow the Digital Signals
Customers typically share or show what they are looking for and areas that can be improved indirectly while they shop. Sometimes, brands don’t capture this information because they don’t have proper technologies and processes in place to help develop customer profiles. In fact, 48% of brands say they combine data from multiple sources and hand over to sales and marketing on a regular basis. The goal is to learn more about customers and then do better. This means putting in the right structures that expect digital interactions.
If you want to find out more about the future role of humans in delivering great customer experiences, click the link below for more information.