In today’s digital age, trends and patterns are changing very swiftly, with the dominance of smartphones, tablets, social media and widespread wireless internet accessibility. This is affecting the way we lead our lives. Everything is accessible, available and within reach, all we need to do is click, swipe or touch the screen.
This is also changing the way organizations do business and with that said, it is also impacting and changing customer behaviour rapidly. Customers no longer have the patience to stay on hold or wait to avail a service.
These changes which are happening will surely continue to gain momentum in the years to come. To keep up with changing customer behaviour, every business needs to alter their customer expectations, response pattern, and implement a strategy to felicitate these changes. The changes are pretty hard to decrypt. However, if your customer services team can do their bit, there is a huge window of opportunity to outstrip both the existing competition and near future competitors.
Your customers are more in control and more social now. They have become less tolerant and are fleeting along the storm of a digital revolution. Keeping a track of changing customer behaviour gives your contact center agents the ability and the insights to serve them better. They can get precise pointers on your customer’s pain areas and work accordingly. This can ensure customer brand loyalty, granting happy customers, and a workforce which does justice to their jobs. Ensuring customer satisfaction and meeting customer expectations can give your contact center an edge over other operators and keep you ahead in times of changing customer behaviour.
Now the question is how to keep a track of these changes in customer behaviour? Here are a few points to up your game.
76% of your customers are socially aware and active. It can be either on any of the social media platforms like Facebook, Twitter, Instagram or just using plain messaging apps. Traditional marketing is quickly becoming outdated now. Everyone wants information to reach them and also craves for a two-way channel of communication. Your customers want instant access to reach out to your support teams and instant redressal to their queries.
The key here is to have a customer response team or media center which can guide customers to follow the correct procedure or can make them aware about all self-help options. For example – if a customer calls up your support team for a balance enquiry, instead of just giving out the numbers, train your agents to make customers aware about alternate options to get updates, via message notifications or weekly email updates. This instils a sense of goodwill and they feel more oriented towards your brand and service.
The future of service industry will be centered upon mass customisation, delivering the right information, service and attention to each customer. By broadly analysing the data records, businesses can now predict the need and demands that are specific to individuals. Personalised predictive analytics is an extension of big data analytics, which is very promising especially in these times of changing customer behaviour.
The key here is to analyse your customer profiles, preferences, demands, past associations, reasons for changing a brand, etc and customising your existing set of practices accordingly.
Feedbacks and Public Forums
A decade ago, if a customer was unhappy with you, he or she would just switch among brands or give a poor feedback. Now with advancements on the digital front, your customers have the power to either up your brand or shred your reputation. With many public opinion platforms like Quora, Glassdoor and many more, your customers’ opinions are echoed everywhere on the internet. This is the most important developing trend which mustn’t be missed while mapping changing customer behaviour.
The key here is to adapt and survive. You need to make your brand digitally accessible, more convenient and customer friendly. If it involves using in app-chat support, emails, messaging, live chat, video chat, etc – plan a strategy and stay ahead in the game.