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
