Once upon a time …
Who enjoys waiting? We all have our ‘princess’ moments, where we want an answer, the right answer, and we want it immediately! The tech fairy tale that began in the ’90s with the rise of micro-computers and new ideas now struggles to keep us – the always connected customers – satisfied.
The rules of the traditional marketplace have changed – Hail the Age of the Customer!
- Products and services are still controlled by the seller
- The buying decision is still controlled by the customer
- But information – including customer experiences – is now easily accessible in abundance to the customer without being controlled, filtered, or distributed by the seller
And don’t they know it! Customers today are embracing their new power, increasingly expecting to not only to shop online any time, but to self-serve and connect to businesses through channels of their choice.
Somewhere over the rainbow, customer expectations are set way up high
Technology has changed customer expectations and customer experience can no longer be sacrificed for the convenience of the brand. Wizards on smart-phones, tablets and on social networks, customers are now in control of a brand’s fate.
However, when it comes to customer service, many businesses don’t make it to the ball. They strike out with long winded conversations or inconsistent information across different contact channels.
So what is the magic recipe to retain and attract customers – with a single, poor customer experience able to destroy a castle wall?
In an era where customers are in charge, online customer service must lead the way in today’s service delivery. It should promote better self-service and provide instant answers through mobile, social media, the web, and agents. With knowledge-based technology at its core, brands need to understand that just being competitive isn’t sufficient anymore; they must also stay relevant by offering excellent customer service experiences with 24/7 access to information from any device, anywhere.
It’s this scene, which today seems to confuse and amuse those responsible for delivering ‘fairy tale quality’ customer experiences.
Frequently used within the industry, omni- and multi-channel mean two very distinct things. However from the customer’s perspective, it’s the same goal – the delivery of superior customer experience.
Omni-channel means supporting all channels – whilst having a holistic view of the experience from your customer’s point of view – in a seamless, integrated a consistent manner regardless of the contact channel.
Omni-channel experiences are connected, consistent across devices, channels and time, and contextual, regardless of the amount of times a customer may switch from one channel to another to find a solution.
To put it simply: Customers view their experiences with a company, not with discrete channels. But choosing the right technology will allow for an omni-like customer experience.
Fairy godmother
As an online customer, I have seen many brands, some well known, who’s online customer service strategy screams ‘damsel in distress’. More nightmare than fairy tale, its shocking how many businesses don’t have a clear online customer service strategy in place.
But all is not grim – Investing in the right technology will ensure customers receive consistent customer experiences, vital to retain customers, reduce costs and increase sales.
Knights and princesses – advocates who make it their mission to deliver exceptional customer experience – let’s strive to make omni-channel customer service a reality.