If you are unwilling or unable to meet the new consumer-set engagement standards of today’s customer, get ready for rumble. The 2016 Aspect Consumer Experience Index showed us that half of U.S. consumers moved from at least one company in the past year because of a poor service experience. The same age-old frustrations like the length of time it takes to get an issue resolved and having to repeat their issue to several people, increased noticeably from last year’s survey. However, 70 percent of consumers in the SalesForce.com State of the Connected Customer research say that technology has made it easier than ever before to take their business elsewhere. So clearly patience has worn thin when it comes to unmet service expectations.
The selfie-focused, do-it-myself behaviors of today’s consumer has slowly taken near-complete control of the company-customer relationship. But meeting consumer expectations is critical to keeping the business companies have spent so much time and resources to attain. And it may sound simple, but personalization may be the answer to solving the problem.
Sixty-seven percent of consumers now feel that an engagement where the brand recognizes them, and has the history of all previous engagement readily available during an interaction is not only very important to them, they feel that it actually creates a faster service experience. Not surprising then to know that 59 percent of consumers say personalizing customer service is fast becoming a major factor in their loyalty to a brand.
But personalization doesn’t happen with just a snap of the selfie. Personalization occurs when the creation, collection and application of customer data is contextualized and utilized in every interaction, regardless of channel or the process of channel hopping. It’s not enough to greet a customer by name anymore. Any agent or automated assistant should have order records, support history and customer preference data available for every proactive or reactive engagement.
This intelligence helps deliver an experience that a customer believes was created exclusively for them. So when 67 percent of consumers in the Aspect survey say a personalized customer service experience is more important than speed of service, it might make sense to listen.
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