Serving the omnichannel customer – White Paper
Introduction: The connected customer
The way businesses interact with customers is changing. In the modern, digital-first environment, consumers expect to be able to get in touch with firms anywhere, at any time, using whatever method they feel is most convenient to them.
The rise of devices such as smartphones has had a major role in this. Consumers now expect to be able to communicate easily via whatever channel they prefer, whether this is through a voice call, an app, on live chat or via social media. As a result, businesses need to respond to these demands with omnichannel communications and customer care solutions that offer all the options users expect.
At the same time, expectations for how any queries are dealt with are also on the rise, and tolerance for failures in this regard is low. However, this also presents a huge opportunity for brands to stand out from a crowded marketplace by offering superior customer experiences than their competitors.
Therefore, businesses that invest in the right technology and communications solutions to meet these high expectations can enjoy a wide range of benefits. With the latest technology tools, firms can not only respond more quickly to any issues their customers may have, but can also take a more proactive approach, reaching out and adjusting their strategies to address issues before they even become apparent.
Why strong customer experience matters
The evolving demands of consumers mean that going into the next decade, customer experience needs to be a top priority for every business, no matter what sector they operate in. Indeed, one study by Walker found that by the end of 2020, customer experience will be the number one differentiator that separates the best-performing companies from the rest, ahead of price and product offering.
The benefits for your business
The primary reason for boosting your customer experience efforts is the impact it will have on your bottom line, and there are a range of ways in which this can be achieved. Firstly, it can allow you to place a premium on your offerings. In fact, research by PwC suggests brands that concentrate on providing the best experience can enjoy a 16 per cent increase on what their customers are willing to pay for products and services.
There is also the boosted loyalty this provides, and this manifests in a number of ways. For starters, there’s the increased direct revenue that good experiences bring with them. Consumers who’ve had a positive experience are not only more likely to return to your brand again – thereby reducing customer churn and the associated expenses of attracting new customers – but also spend up to 67 per cent more than new customers.
Finally, of course, happy customers are also much more likely to recommend your brand to friends and family, boosting your reach and reputation by word of mouth without you having to spend an extra penny on marketing.
Offering a more personal experience
Conversely, companies that fail to meet the high expectations of today’s consumers will quickly start to see poor results, regardless of how customers choose to interact with a business. This can be seen from the earliest stages, as those people who have an unpleasant experience when using a brand’s website – which is often the first port of call for potential customers – are 88 per cent less likely to return to a business.
However, much of the customer experience will revolve around providing a more personal interaction, and this is where direct, live communications between customers and agents are so important. It’s therefore essential that businesses have the right technology solutions in place to ensure these interactions are as streamlined and easy-to-use as possible.
This means ensuring customers are not kept waiting on hold, directed through overly-complex automated branches, or passed on to agents who don’t have the resources or ability to answer their queries. Instead, employees must have the information on hand immediately to ensure the service they’re providing is relevant and personalised to the individual customer.
Download the White Paper to read the full content.
To learn more about how Arrow Communications can help ensure your business is ready to meet the expectations of the modern, connected customer, get in touch today on 0330 440 4444 or email [email protected]