Key Takeaways for Fast Consumption:
- If a customer cannot get information right away, then the source and situation is a hassle and of low value.
- Organizations that embrace instead of resist transparency will be rewarded with customer trust and loyalty.
- Customers expect businesses to change their behaviors and support their experience through the use of telephony technologies.
I was in a meeting with GM and Google and these three trends were covered: Time, Transparency, and Technology. Being phone-centric, I immediately applied these three very real trends to voice and text technologies, process and performance.
Time is the new currency. This is the number one reason customer behavior is changing. While I think the term "instant gratification" is overused, the reality that customers get information on demand is undeniable. If a customer cannot get information right away, then the source and situation is a hassle and of low value. If a business cannot address a customer’s questions on their inbound call, we logically ask, “Will the customer be available if we call them back?" We should be asking "Will the customer be open if we call them back?" What if the callback is not until tomorrow or the next day or never happens? Customers' time and their perception of how others respect their time is at an all-time high.
No one is really on a "need to know" basis these days with a connection to the world just a click or share away. Individuals have a need to seek out, share and receive information; technology has empowered people and changed the way we interact with businesses. Organizations that embrace instead of resist transparency will be rewarded with customer trust and loyalty. Your customer has access to everything you could possibly withhold, product, pricing, rating info, and more, so why not save them the effort and just be open with it? Transparency not only results in greater confidence; it will win your customer's hearts.
Consumer's swift adoption of technology is forcing businesses to use more technology. I’m not talking about implementing a digital ad campaign, I mean adopting technologies that provide superior customer service, and doing it well. Oftentimes, the speed of technology moves so rapidly that customers work around technology instead of technology supporting and enhancing their experience. When trying to contact a rep on the phone, how long did you have to wait, how many phone trees did you have to go through, and how many times were you transferred incorrectly? These are examples of poor processes that haven't caught up with advanced technology. Sadly, it's the customer, who expects better and your business that is suffering. Customers expect businesses to change their behaviors and support their experience through the use of telephony technologies. A call and hang up is almost like a, "Yo! I want to talk. Call me!"
Do any of these principles resonate when you think about your customer experience? Do you have processes in place to ensure your customers' time is being respected and that they're getting the info they need when they need it? And if these processes are outlined, are they also being followed to ensure your business is creating the best possible experience for your customers?