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Staying alert: What do consumers really want these days?

Abhijit Banerjee, Vice President and Region Head, APAC, Servion Global Solutions | Feb. 11, 2015
Abhijit Banerjee talks about the top three customer experience trends for 2015 and how technology can support it.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Abhijit Banerjee, Vice President and Region Head, APAC, Servion Global Solutions
Abhijit Banerjee, Vice President and Region Head, APAC, Servion Global Solutions

In today's business landscape, there are many things to think about when you are trying to meet consumer expectations.  Organisations that become overwhelmed in meeting these expectations, are taking a step back and treating consumer issues as isolated transactions without taking their history or preferences into consideration. All this will eventually alienate consumers and frustrate them down the line.

With consumers expecting personalised and consistent experiences across channels, designing a powerful, customised customer experience strategy is essential. If organisations ignore the capabilities of customer service to communicate the company's values, it misses a crucial opportunity to show consumers that the brand is not just a logo, but a set of very specific qualities and values that set your company apart. These values have to be translated into every touch point and aspect of communication the organisation has with their consumers.

As a leading specialist in Customer Interaction Management (CIM) solutions that helps organisations design and deliver superior experience for their consumers across various industries in APAC and beyond, we have observed some interesting shifts in how customer service is changing. Here are three trends we believe will take root in 2015.

Top Three Customer Experience Trends for 2015
1.     Knowledge Base of Information
There is now a shift towards consumerswho prefer to be able to solve problems on their own. This makes it important for customer service information to be made available through mediums like FAQ documents, livechat and other social / online forums. In addition, in the event that self-service is not sufficient and consumers need to face an agent, advancements in technology such as predictive analytics and cognitive engagement solutions allow brands to have good access to a consumer's history and current challenge, andcan thus help consumers to solve their issues in a more personalised manner and even more efficiently.

2.     Proactive Engagement
To create a good customer service culture, organisations should be able to anticipate problems that consumers face and solve it before it is even asked of them. Incorporating analytics allows brands to be armed with a goldmine of consumer data (purchase behaviour, posts, tweets and shares.), which can be leveraged to develop an understanding of when, what, why, and how consumers want to make purchases. Enterprises should be able to predict customer interaction intent based on past behavioural or transactional knowledge of the customer. This will then help them customise their services to effectively fulfil that intent.In 2015, we expect organisations to explore proactive engagement — whether it is proactive chat, proactive offers, or proactive content. Learning from these proactive engagements will go a long way towards improving customer experience, operational performance and to predict future customer behaviour.

 

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