We are living in a digital era, and in particular, we are in a phase when the most important aspect for companies is creating value and reliability for customers. This change of focus has therefore started to reshape the digital service strategies.
What do you do if you need a service or have to make a purchase? You take your phone or your laptop and search online for it!
Many visitors or customers start their experience online, and today they can choose from a wide offer of services, information, ratings, etc. Consumers have thus developed judgement skills and raised their expectations. They can, for instance, decide if the website they are visiting is the right or the wrong one in a matter of seconds.
The challenge of this lack of trust that customers may have has made it increasingly difficult for companies to deliver the level of service their customers expect, especially when a competitive landscape makes cost reduction, flexibility, time to market and efficiency imperative.
Customer interaction strategy
After all these considerations, it becomes clear why companies are changing their strategies and directing their focus on customer engagement and interaction.
Customers need help during their online experience and it is necessary to offer the best possible service, with the final purpose of satisfying their needs.
The Customer Service has to engage and interact with visitors without intruding on their experience, otherwise, they may get annoyed and leave the website quickly.
So what do customers want?
They want to find the information they are looking for, in a fast and easy way. The customer support service, therefore, should be moderate but direct, simple but complete, exhaustive but not troublesome.
Consequently, the customer interaction should be contextual, intuitive, and its experiential engagement should occur across various touch points.
Below some interesting data from "The State of Digital Customer Experience 2019":
• 62% of Consumers said they were more likely to be a repeat customer of a brand if the brand responded to their questions on digital channels
• 55% of Consumers are 18% more likely to reach out with a service enquiry on a digital channel in 2019 than they were in 2018.
• 47% of Brand's Customers who have previously used digital channels for customer service, in 2019 are 16% more likely to prefer raising their service issues on public/private digital channels vs traditional.
• 54% of Customers are less concerned that a human is involved in their digital service interaction, as long as they get a resolution.
• 43% of Consumers still rank the most important aspect of good digital customer experience as getting an issue resolved in a single effortless interaction.
This confirms what we said before and one more time suggests to us to adjust services based on the needs of the visitors.
In conclusion, in the new customer interaction strategy, companies should adapt their support systems to the dynamic customer, who is always changing, and keep up with digital engagement developments.
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