Customer service is dead and customer experience is now king.
The concept of customer service has evolved over time, but organizations have consistently failed to recognize the importance of the overall customer journey.
In the decade gone by, businesses used to focus on satisfying individual customers at their private capacities.
If a particular brand found its way to the hands of a particular customer, then the company involved would simply smile and count its money. And for a long time, everybody was happy and the status quo went unchallenged.
This alone was enough to keep clients coming through the door, and it enhanced the concept of word of mouth marketing.
Times have changed. Businesses around the world are now serving an ever so demanding clientele. People want to interact with brands, they want to feel part of the team, and they are in a relentless search for what they consider the ideal experience.
Customer service is of course still very relevant, but businesses now have to think about a long term prospect-customer experience.
We all want to be served well, but we want those we buy from to go further than that. We want them to engage us actively, and we want to retain memories and come back for more. It is still okay to have great content, and it pays off to have a marketing strategy that dwarfs those used by competitors.
However, what is infinitely more important is what the customers feel at the point of purchase and what they continue to feel long afterwards.
A Disconnect between the “Then and Now”
Most businesses still focus on the traditional concept of short-term interaction with the individual at a customer level, and here lies a problem; this strategy is not half as effective as it used to be. Modern clients are more alert than ever before, and they carry interactions on to the next transaction.
Enter the Future
Customer experience is the new catalyst towards the success of a business, and there are solid reasons for that:
- Modern customers are delicate
According to studies, it takes a customer 12 positive experiences to obscure the effect of a bad interaction. Even with a margin of error, these figures are alarming.
Businesses are now handling a new breed of audiences, and these audiences do not want to stay passive. They want to get in the game, and they want service to stay right up there.
They are unrelenting in their pursuit of products and services, and they will simply walk by if a business cannot offer that.
- Customers associate memories with brands
Ever wondered why some of the top business models of our time thrive, despite selling their products at price ranges way above market rates?
It’s because their customers have been made to feel like part of the team. Such firms painstakingly build trust and ensure that their user experience is flawless. They dedicate resources to this cause, and everybody benefits.
- In our times, information spreads very fast
A lifetime client is always willing to share their experience with others, even offer referrals when required to. On the flip side, one disatisfied customer will spread negative news to at least six friends over the internet, and this can be devastating.
Customer service is important. Optimization is crucial, and positive engagement is recommended.
However, at the core of it all lays customer experience, and this is infinitely important in the long-term success of a business.