Today, customers have lots of options and variety to choose from, and modern customers are very clear about their needs from a particular requirement. A customer has the power to boost or harm a brand’s status just from their individual experience. The internal affairs of an organization matter very little to most customers, as they only care about the result being offered to them. All that matters to a customer is that a brand can meet their requirements at the right time in a right way.
One of the reasons why service-oriented industries are constantly struggling to maintain the balance is because brand loyalty is tough to win and easy to lose. Adding to the wide variety of choices available has made the customer very particular about their wants and needs, leading to an increase in expectations and demands.
Constant improvement in customer service and customer experience has become a top priority. The digital and mobile technology boost has remodel customer behavior and brand relationships in lot of ways.
1. Self Service Gets an Upgrade
Surveys show that close to 40% of sales and marketing leaders believe that virtual reality is the key to modify the customer experience. On the other hand, 34% of leaders in marketing believe that artificial intelligence is the key. This also shows that customers now expect 24/7 access to service and support. According to statistics and analysis “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.”
2. Data Holds the Keys
For companies to stay relevant in the digital space, it is fundamental that sales, marketing, and customer service work in close alignment with one another to provide precise and engaging messages, and to build an accurate profile for every customer. If all the departments have precise information on the purchases, social media engagement, service issues, and preferred modes of contact, a brand can provide better customer service for where and when they need it most.
3. Follow the Digital Signals
Customers usually show their patterns in an indirect and subtle way. However, brands often fail to capture this information due to lack of proper technology and processes that would help them develop customer profiles. 48% of brands say that they merge data from multiple sources and assign this data to the sales and marketing team regularly.
There is a way forward, though it is challenging and steep. Companies must gear up to establish themselves as customer-centric with a proven track record.
Want to know more about how digital and mobile technology is reshaping customer behavior and brand relationships? Click on the link below to watch a quick video and to download the whitepaper Can Virtual Experiences Replace Reality?