No Matter Where Technology Takes Us, Clients Still Need a Human Touch
If you’re aiming for omni-channel excellence, or simply looking to thrive on your channels of choice, don’t forget about the human side. In fact, it should be your first priority. With every new trend and communication channel comes new opportunities to connect, so it’s natural for marketers to seek out the most promising tools for the job. The challenge is that every trend has an expiration date, and it’s too easy to sacrifice the fundamentals in favor of the hot, new tool with an unknown shelf-life.
The process of building a seamless, positive consumer experience starts from within, and should affect your business at every level. If you’re not on the same page internally, it’s impossible to provide the type of experience that transcends channels.
Consumers care less about channel than you think
The experience of the consumer is not defined by the channel that they use to engage, because for most people a channel is a means to an end. They want to contact customer service, learn more about a special offer, air their grievances, or maybe even make sure that an especially helpful employee receives full credit for a job well done. Whether they do this through Facebook, Twitter, your mobile app or a fax machine, their goal is to complete a task – even if that task simply happens to be exploring what your brand has to offer in an open-ended way.
Appearing in the right places is important, but it’s only a step on the path to the larger goal of forging real relationships with your customers. Just as importantly, consumers expect a seamless experience regardless of the channel they use to establish contact. That’s where the internal cohesiveness of your organization is really put under the spotlight. A customer’s question or concern doesn’t always fit into a predetermined box. They just want help from someone, regardless of title or channel.
If sales, marketing, and customer service aren’t working from the same basic foundation, an omni-channel experience remains out of reach. This includes sharing key data. But even then, the goal of sharing data is to provide a personalized, human experience no matter what technology the consumer uses to initiate contact. It’s also important that everyone works from the same set of values whether we’re talking about pure customer service, dispute resolution or targeted, personalized marketing.
Being human boosts your appeal in any channel
It all comes back to one of my favorite topics, and it’s something that is within grasp no matter the size of your business. Just be human. Every interaction with a customer is a chance to build brand loyalty, make a positive impression, and over time turn that customer into an enthusiastic advocate for your brand. The little moments where you go above and beyond are often the most memorable for your customers, such as:
- A near-immediate response to a pressing question on your social page
- A few extra minutes on the phone to make sure an issue is resolved thoroughly
- Remembering the names, faces, and preferences of people who visit your small business regularly
You may use new and evolving tools to make those things happen, but the tool is secondary to the moment it helps create. There’s also much to be gained by preaching customer service across the board, because the customer’s channel of choice won’t always lead to the point of contact they’re “supposed” to reach. With digital channels, everyone who represents your company publicly may become the face of your brand for a customer in need. Prioritize customer service, be human, and put the focus on people first, channel second.
This first appeared on http://tedrubin.com/http://tedrubin.com/.
Most Read IRIS Articles of the Week (February 20-24)
Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, February 20-24, 2017
Click the headline to read the full article.
Becoming cyborgs is the way to go for financial advisers…blending robotics and humans into one organism. You see, I am convinced that robo-advice models will succeed and prosper. — Tony Vidler
With the global economy warming up, but political uncertainty remaining a constant, it’s more important than ever for investors to position their global portfolios to navigate long-term market volatility. That’s where the power of diversification comes in ... — Yazann Romahi
The financial world is noisy and it’s easy to become distracted from your most important long-term goals. One way to cut through the noise is to focus on just the two factors that ultimately determine your approach to everything else in your financial life; namely, Market Risk and Shortfall Risk. — James E. Wilson
It’s important to admit the truth behind our actions in order to rectify past and future mistakes or regrets. Living in denial only perpetuates making decisions that could potentially lead to financial disaster. — Michael Kay
There's one key approach that makes you invaluable to your clients so they want to stay with you for the long-term. You have to genuinely be interested in people. — Paul Kingsman
When you start dating, you usually start off sharing stories. Tales of your childhood, your previous relationships and your college days. Those stories help explain to your partner who you are and how you act. — Mary Beth Storjohann
It runs counter-intuitive to what we have been led to believe business is all about: make more money and everybody wins, surely? Talk about revenue so that everyone knows what’s important. What’s the problem? — Barry Chandler
In the wake of President Donald Trump’s stunning upset victory, however, muni investors were forced to readjust their expectations of fiscal policy going forward. Because Trump had campaigned on deep cuts to corporate and personal income taxes, equities soared while munis sold off, ending a near-record 54 weeks of net inflows. — Frank Holmes
What does it mean to be a customer-centric company? That seems to be the question of the week. It started off with one of our subscribers emailing in the question, followed by two reporters wanting my take on this now-popular phrase for their interviews. — Paul Laughlin
Everywhere I look I see organizations and people investing heavily in new initiatives, transformation, and change programs. And in almost every case the goals will never be met. One of the most crucial causes of the failure? The right questions were never asked at the outset. — Paul Taylor
Why should we think the head of a private equity company could effectively “fix” US Intelligence? It is not apparent that this individual is even remotely qualified to fix the US intelligence apparatus. — Kathleen McBride
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