The Customer Engagement Revolution
Eight months ago, Sales Force surveyed 8,000 customers worldwide to see how customer engagement trends have changed. They found that we were in the middle of engagement revolution. Now, just a few months later, the world is a drastically different place. The “revolution” in how we engage with our customers, has been sped up. We have surged forward to get to where we were already heading.
Sales Force found that a whopping 84% of customers value the experience as much as the product or service. They also found in their research that 73% of customers expectations of quality customer support was increased by just one interaction. Meaning, if another company does something extraordinarily well, customers will begin to expect that level of service from your company.
So, what do the customers want? First, they want you to understand what they need and want, before they ask. How can you do that? Think compassionately and empathetically. For example, what do most people need right now? We know they are mostly stuck at home. They could be scared. Their regular routines are gone, and they are looking for solutions to problems that just appeared and need to be fixed immediately.
Second, customers want you to come to them, on the channel they’re are most comfortable with. It doesn’t really matter what how you prefer to interact with them. And third, customers expect there not to be in missing links in communication within your company. If they talk to a sales rep one day, and customer service the next, they don’t want to have to explain what they need both times. It redundant and feels like a waste of time.
How can your company keep up with the revolution? It’s actually pretty simple: follow the golden rule. Treat your customers the way you would like to be treated by other companies. Think about what they may need, help them with it, and you will be successful.