Customer Experience, the #1 factor in the selection criteria
In 2021, in a disrupted economic context and uncertain forecasts, Customer Relationship will become the main differentiating factor between brands. Competition is intensifying, products and services are equivalent in many sectors of activity, prices and margins are reduced … Distribution channels are multiplying, digital purchasing is hegemonic, and, driven by Big Data, Artificial Intelligence is established in the majority of distribution channels. The health crisis linked to COVID-19 will have accelerated all these trends while, for their part, the customer seeks simple, fluid and personalized acquisition paths, with customer service that is reachable, attentive and responsive.
The Marketing Strategy Institute Walker published a five-year forecast study in 2015, estimating that in 2020, Customer Experience would be a brand’s main differentiator, ahead of price and the product itself.
Very empirically, we can say that today, for a large part of consumers, this is the case. Take the example of a technological product. We preferred to pay a little more for a product with unreliable reliability over time (computer, smartphone, connected fridge, etc.) if we know that customer care is guaranteed. Although you can easily find a lower price elsewhere for the same good, you are looking for an engaging relationship with the brand and with the brand.
How to change the management of your Customer Relationship
A company concerned with its development must question its way of managing listening to its customers. Current trends are shifting away from the old image where customer support was seen as an expense budget line. Customer service wants to become a profit center.
To do this, companies connect all their services to their multichannel Customer Relations centers so that the account manager can quickly access the supply chain and partner transport services, inventory management, teams, etc. Once the customer case has been dealt with, we capitalize on it by exchanging good practices and feeding shared knowledge bases to improve quality of service with each iteration of the case.
The unification of digital tools makes it possible to gain proximity to the customer. Messaging, mobile applications, online chat systems are gaining in acuity and intelligence. Of course, these are algorithms, software, intelligent scripts, but, paradoxically, they allow people to be placed at the center of discussions. We offer the customer fluid, direct and precise omnichannel touchpoints so that they can find what they need, however they want.
A win-win example: Selfcare
The example of Selfcare is significant. Well deployed, it notably makes it possible to reach the top of marketing strategy: solving a problem on first contact.
A chat robot automatically helps a customer find an answer to his or her need, through dialogue and dynamic responses drawn from a database of FAQs. For the company, it is an “economy” of taking calls. For the customer, the feeling of closeness is increased. His request is personalized and the response is just as much, with the satisfaction of having been listened to and considered, in a “human” way.
Good customer service practices today
The Customer Experience is built by accumulating cases and analyzing them. To do this, online tools such as those that the AreYouNet solution can offer allow you to develop the collection and processing of needs, personalized responses, and panellization of your buyers.
Customer Service in the broad sense should be made up of men and women who are fully trained in customer culture. They will be the brand’s No. 1 ambassadors and will defend it on a daily basis. They must be trained in all the tools at their disposal as well as in the culture of the company to personalize their responses, always keep the same “tone” in the relationship with the consumer, whether it is done over the phone or by digital exchanges.
Measuring customer satisfaction at each transactional stage is essential to optimize the journeys during the purchase, the follow-up and the complaint. In this sense, panel questionnaires, satisfaction surveys as well as all the gamification tools for exchanges allow behavior to be mapped at each key stage. From this source of information, lessons will be learned in order to anticipate interactions as much as possible and ultimately provide the client with more closeness, empathy and consideration. This is the best way today to stand out from the competition.