Why Your Current Customer Experience Won't Work

Today's digital world is progressively changing the way clients interact with you, and this eBook focuses on 4 key ways that today's buyers are different.

Mnet 110283 Customer Hubs
Dynamics 365 Why Your Current Customer Experience Won’t Work 4 Ways Today’s Buyers are Unique Fullscope eBook “Customer Experience is the new marketing. If you don’t have a passionate, committed executive leadership team…you won’t get out of the gate unless you have that. It’s the most important thing we do. We have the most demanding customers on the planet. Customer Experience better be at the top of your list when it comes to priorities in your organization.” -Steve Cannon, President & CEO of Mercedes-Benz USA Many executives believe their organization does a good job of creating a great customer experience, even while their customers are vocalizing through social media unhappy sentiments about their interactions. Improving your customer experience matters. But it’s also important to understand which experiences aren’t working for today’s consumers. Today’s buyers are empowered by technology like never before, and have access to information like never before. That’s a powerful combination. Today’s empowered consumers have unique ways of researching, preferred methods of purchasing and progressive styles of communicating with brands that executives simply should not ignore. Today’s digital world is progressively changing the way clients interact with you, and this eBook focuses on 4 key ways that today’s buyers are different. Number 1 - They do Their Research Today’s buyers are shifting the way in which business leaders should be thinking about selling services or goods because they approach the sales cycle differently. Today’s buyers: • Love to learn and they absolutely embrace technology • Use various methods for researching services including using tools like click to chat and texting • Rely on social media and their social networks for brand recommendations, customer reviews and product tutorials • Like to consume as much information about what it is that they're looking to purchase before making a decision Number 2 - They Prefer not to Talk to Sales or Support People Buyers don’t want to engage with sales and support representatives. In fact, they prefer to conduct most of their research without any human interaction. They essentially want to conduct their research, evaluate the service or product, and then engage with a brand. Any interactions in the interim with sales or support representatives are viewed as unnecessary and wasted steps in the sales cycle. Number 3 - They Expect Personalized Service Today’s buyers have been raised in a world where technology knows who they are – a world where Amazon recommends what they should buy, Netflix suggests which movies to watch and Yelp shows which foods to eat. Consumers also often share purchasing preferences and habits through social media and with so much information available publicly, it’s important that brands capture this information and use it to personalize key touchpoints. When today’s consumers interact with your brand, they expect you to know them. They expect you to: • Know their preferences • Know their purchase history • Make recommendations as to what they should purchase Number 4 - They are Vocal about Their Brand Experiences Today’s consumers are connected to technology and given their use of social media, brands should expect consumers to be vocal about their customer experiences. Progressive businesses are using tools like social listening to monitor brand sentiment. By monitoring the online conversation in real-time, you can engage in the conversation proactively instead of reactively. Gone are the days when a customer will simply submit a complaint request or call an 800 number. When there’s an issue with your service or product, today’s buyers will complain publicly. You must have processes in place to address customers concerns, regardless of the channel they use to voice those concerns. Conversely, social media also provides a great amplification platform for firms that deliver a great customer experience. It’s important that executives recognize the important role that technology plays in the lives of today’s buyers and consider how a positive or negative customer experience may be vocalized broadly. Dynamics 365 Edgewater Fullscope is an award-winning Microsoft Dynamics partner, with over 10 global and national Microsoft awards. We help executives in industries like manufacturing and professional services improve their customer experience by using technology to empower their teams across sales, service and marketing. We also have unique adoption and training services to ensure your firm understands and embraces the latest technologies, ultimately providing improved levels of service for your customers. Want to know more? Schedule a Customer Experience Evaluation at (866) 420-7624 US or (0203) 608 1445 UK How Edgewater Fullscope is Helping Executives