We love the way CEB Towergroup describes what customers are looking for when it comes to customer digital interaction with their chosen brands:
“The most important factors driving customer selection of a given contact channel are (1) the degree to which customers believe accessing the channel will be ‘quick and easy’ and (2) their level of expectation that, in this channel, their question/complaint/transaction will be resolved in the first contact.” CEB Towergroup, Rethinking Multichannel Strategy
What customers really want is ease and speed. They want to be able to intuitively get where they are going with minimal thinking. And they want to do this in the first interaction. Not because the consumer of today is non-thinking, but because they believe it’s possible. So you’d better believe they WILL choose channels that deliver them the experience they expect.
That being said no two customers are alike. And therein lies the heart of the matter. The discovery of customer experience and its importance as an organization is huge. Seeing examples of it at play is as well.
But if you don’t recognize customer individuality in the context of a growing expectation for digital interactions, you might be undermining your effectiveness in your best efforts customize that experience!
Consider, for example, how BrightHouse provides for customer service interactions:
“Instead of customers coming into the store to make a payment, customers are able to pay online, or via SMS, or ‘SmartPay Visual Touch Messaging, or by phone; each channel is able to accommodate the entire payment process. Any incoming calls are connected to the team in the local store, the people who have the relationship with the customer.” CXM Digital Transformation is the Key to the Omni-Channel Future
One thing we know that customers really want is that one-stop shop for communication with their chosen brand. Addressing what the customer wants translates into addressing your capacity to engage customers in a continually changing environment.
That means that whether it is the need to be able to move to one-hour delivery windows or to enable customers to pay for goods via a mobile phone, what we are witnessing is the requirement to operate in a continuous change environment. It’s not a question of how can I implement more channels, in other words – it’s a question of how can digital be used to help the customer get what they want with the minimum effort on their part. CXM Digital Transformation is the Key to the Omni-Channel Future
Do you understand what customers really want? Are you able to shift the way you communicate to meet the expectations of the experience the customer is looking for? If you answer isn’t yes to these two questions then schedule a no-strings-attached meeting and we’ll help to innovate your customer experience.
