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Our POV

What does great customer experiences mean?

Patience is no longer a virtue

The old expression has lost its meaning in today’s world, where top brands like Amazon, Uber and Netflix have changed the expectations of consumers. We don’t have 10 minutes to wait for a cab anymore and we definitely don’t have time to drive to Blockbuster to rent a movie or to wait until 8 p.m. to “pay per view” the movie through our cable provider.

 

Although very few companies actually compete with those digital powerhouses, today’s consumers have become accustomed to their real-time service. The emergence of this “impatience” has become a fundamental difference between businesses that know what their customers want and those that don’t. Today’s customers don’t just expect faster service, they demand it.

Conversations create engagement

If you’re treating your customers like robots and relying only on automated responses, you’re missing an opportunity to really engage with them and create a personal connection with your brand. In an effort to simplify customer service and respond faster, too many businesses are using technology to deflect conversation. Think about the experience of calling a business and having to sort through an automated phone tree of options that never gets you the right answer when you need it.

 

Customers want and demand service when and where they are. The most successful businesses realize a mix of high tech and high touch is necessary to engage today’s consumers. Technology can be used to automate simple responses and actions, but it also should be creating more personal conversations and smart enough to identify complex issues that require human interaction.

Nobody likes support tickets

In our real-time economy, even the slightest time delay or missed expectation can be the difference between a positive or negative customer experience. Living up to these ridgid consumer expectations will prove challenging for businesses that have failed to modernized their approach to customer service.

 

Conversely, brands that can connect real-time customer insights with real-time customer interaction will have a decisive experiential advantage over their competition. At Zingle, we call this an “in-the-moment” service experience.

Loyalty punch cards are dead

Businesses can no longer afford to think of their customers as homogeneous — even the most common recurring interactions between businesses and consumers will have varying degrees of significance amongst the hundreds of personality types with which businesses interact daily.

 

As consumers grow increasingly demanding of authentic, individualized experiences, “one-size-fits-all” programs designed to generate brand loyalty with discounts and giveaways will become less and less effective.

Great experiences don’t just happen

Smart brands don’t send complex surveys to customers days after their purchase. They listen intently for feedback and proactively ask in the moment and use those insights to design and execute brand-differentiated service experiences.

 

Because consumer expectations have grown increasingly complex, businesses must invest time, effort and money into better understanding their customers prior to designing their customers’ experience. Failing to do so will result in a service experience that feels pre-packaged and disingenuous.