The first trend which i think is of real significance is around offering personalised customer interactions. If we think about our Customer Experiences now compared to three years ago, it wasn’t something we used to expect, but nowadays, it’s almost a basic requirement that consumers have of brands.
It’s so easy to just hit ‘delete’ or throw a letter away if it’s not personal or relevant to us. So the challenge here is how brands can create relevant and personal content that customers won’t want to ignore.
This plays into the idea of shifting away from a ‘one-size-fits-all’ mentality. What might be really useful and relevant to one customer, might be the complete opposite for someone else. Marketing segmentation tools mean that it’s so easy for brands to personalise content to suit their customers, but also means that customers now expect it from a service perspective.
The second trend is probably no surprise, but it’s all about taking a multi-channel approach to the Customer Experience. So often, people find themselves watching TV, texting and doing a little bit of retail therapy on their tablet – digitisation has played a massive role in the increase in expectations. Customers are fast becoming anytime, anyplace, anything, meaning that brands need to focus on how they can deliver a multi-channel service for all customers, across all devices.
In summary, customer expectations have grown over the last couple of years and with this comes complexity. Not for customers, who crave simplicity and a much more emotional connection with the organisations that they deal with, but for the brands that need to be need to be delivering against these expectations, by creating content for everything and everyone.
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