Modern customers are the most demanding customers businesses have ever had. They know that they are kings and are aware of competition on the market of products and services. They have a wide choice and are a couple of clicks away from purchasing whatever they need. It is not easy to win loyalty of such customers as the main differentiator for them is the experience they receive and the quality of customer service.
In fact, according to Salesforce research 76% of consumers expect companies to understand their needs and expectations. At the same time 67% of customers say their standards for good experience are higher than ever and 51% of consumers say that most companies fall short of their expectations for great experience. In this blog post I will highlight the main challenges businesses face while assisting modern customers.
There is no pain in switching brands for modern customers. Thus, differentiation matters more than ever today. A good and valuable loyalty program will help to create the unique relationship with a customer and engage to make repeat purchases and stay with a brand. However, that kind of loyalty program it should be?
- Seamless. No matter the channel your customers choose to make purchases, the loyalty program should be always available and be more than just a simple coupon exchange. This, actually no longer attracts customers to make repeat purchases.
- Personal. This is not just about calling your customer by name. This is thorough analysis of purchasing history and providing tailored experience as well as personalized offers.
- Constantly optimized. The progress does not stay on one point, so are your modern customers. They expect you to exceed their expectations and thus you need to optimize and revise your loyalty program to make it more attractive and valuable.
Personalization and understanding expectations
In fact, 84% of customers say being treated like a person and not a number is very important to winning their business. In this case personalization does not mean only a friendly greeting. Modern customers expect tailored engagement based on past interactions, personalized offers and friendly service. They expect businesses to understand their needs and exceed expectations.
At the same time modern customers will deal only with companies whose priority is data protection, otherwise they will not trust and will feel uncomfortable.
Smooth and pleasant customer experience
There is a big difference between a satisfied customer and a loyal customer. Never settle for ‘satisfied’ – Shep Hyken, customer service expert, author and speaker
A well-executed customer experience strategy will help improve loyalty and satisfaction rate, reduce customer churn and increase sales. However, never stop and continue improving your customer experience and WOWing your customers. They will reward you with their loyalty.
Professional and friendly customer service experts
High professionalism of your customer service team is part of successful customer experience strategy. Customer service agents are the face of your company and the people your customers interact with. Invest in their development and training and you will notice that your customers love your brand.
Mobile friendly websites
More and more customers shop and contact customer service using their mobile devices. The best way to win such customers is to offer them convenient mobile apps which can be used to access online store, make orders and communicate with customer service. If customers choose to install an app this means they want to stay with brand and receive new updates regarding available products or services. They value their time and such B2C model helps them to save time and get products or services they need.
Self service options
Self-service is about more than just saving money today. It makes possible to help large number of customers at a significantly lower cost and reduce the load on customer service team. Moreover, convenient and powerful self-service options are highly demanded by modern customers and help businesses to attract and retain them.
A research reveals that across industries, fully 81% of all customers attempt to take care of matters themselves before reaching out to a live representative. Thus implementing self-service is not just about reducing costs, it’s about meeting modern customer service trends.
Social media customer service
Modern customers like contacting customer service via social media. They leave comments, post reviews and complaints. Social media customer service is part of modern strategy. By monitoring social media, you will collect valuable feedback and will have a chance to engage with your audience. This will help to build close relationship with customers and attract new followers.
What do you do to win the loyalty of modern customers? You are welcome to share your tips and tricks in the comments to this blog post.
Olga is a customer service expert and owner at Supportyourcustomer.com. She is writer and blogger on customer service and customer experience excellence.