By Swatil Binte Mahmud, Lava Protocols
Did you know 80% of consumers are experimenting with their shopping behavior? In the US, three-quarters of consumers have changed how they shop since the pandemic. They are more open to trying new brands and opt for more online shopping. With the recent trends in customer behavior, businesses are also shifting and redefining their business models. They are focusing on building and revamping their apps and other online platforms. Also, companies are prioritizing customer experience more than ever before. Customers are not willing to settle for less and want personalized experiences.
State of the Connected Customer, a report published by Salesforce in 2020, highlighted some exciting shifts in customer behavior. In the post-pandemic world, digitizing your business is only the beginning. According to the report, 69% of customers want companies to offer new digital ways to buy their services and products, and 54% want businesses to provide unique and innovative products and services. Hence, 54% of companies are willing to expand and explore other ways to increase customer engagement. If you want to give your competitors a run for their money, you have to do more.
360-degree View of their Customers
Customers want personalization when it comes to customer service. The new era of customer services goes beyond good services and products. Now, customers demand experiences and innovation. According to a Harvard Business Review Analytic Services (HBRAS) survey, 15% of the respondents mentioned the importance of a 360-degree view of their customers’ information. Only 17% of the respondents incorporated enough data into their organizational structures.
Successful companies know better and are prioritizing customer data. If they want to succeed, they will need to know precisely what their customers need and want. Hence, to make a profit and retain customers, you will need a 360-degree view of your existing customers. This will allow you to collect real-time data and engage with your customers at each touchpoint.
Artificial Intelligence (AI)-enabled Personalization
To have a 360-degree view of every customer, you will need software with AI. It is not humanly possible to find minute details of customer activity. Hence, AI-enabled customer service will let you see the world through the eyes of your customers. This will ensure you can provide relevant, fast, personalized, and empathic responses to your customers at every step of their experience.
Also, your teams will need to collaborate to analyze the customer data. The cross-team collaboration will allow your company to maneuver more opportunities and deliver the best customer service. The secret is to keep customer service in the heart of your business, and all your teams will function around it.
Leadership is the Key
Building a 360-degree customer experience and providing personalized experiences to your customers will require a unified approach. Your sales and marketing team will need to work together to deliver the best world-class customer services. Have you heard the saying, two heads are better than one? Hence, your company will need to ensure that all your teams and respective leaders work together in a centralized method. The only way forward is a collaborative and unified approach to understand your customer’s needs and wants sincerely.
Many organizations are opting for a Chief Experience Officer who is an expert in analyzing and monitoring customer data. The same person will also be responsible for the accountability of the customer service team, lead day-to-day activities, and maintain the focus on personalized customer services.
The future of customer service is personalized and digital. So, now is the best time to add relevant and personal touches to your customer service! Will you be reimagining your customer services?
Lava Protocols is an authorized Salesforce Partner. Want to level up your CRM and customer experience? Drop us an email to: hello@lavaprotocols.com.