Monday, April 16, 2018

Customer Communication and Purchasing Changes in the Market Place

Prospective customers are changing their spending from just buying any products to determining how they work in real life. The new term for this behavior is ‘personalized moments'. According to Deloitte, experiential spending is rising on recreation, travel, and eating out. This spending is dropping on durable goods such as cars, household items and even clothes.

This is good news for Redi-2-DrinQ cocktails and BevPaQ Nutracis hemp nutritional products, but it also presents a challenge. The emphasis on how these products help improve life experiences means users have high expectations when they buy them. Are they enjoyable and do they work as per product claims?

As Deloitte points out, “Technologies such as AI and machine learning, IoT, and our near field communication (NFC chips) are coming of age, and together share the potential to create personalized moments that matter and bring joy to the user e.g. no pain after use of a CBD oil, or more tenacity after drinking a hydrogen water, or pleasant experience with a redi mixed cocktail, etc.”

Today the emphasis on “personalized moments is important. People use the internet to tell of these happy moments and the brand gets a reputation amongst peers rather than from advertisements.” Using the technical features of the product or the packaging can further enhance personalization and focus on significant moments of use by the customer from purchase to ease of opening. They are also concerned with how to use it, if it works as described and finally, how it affects the environment upon discarding it.

Most people start their shopping experience online, researching the products or stores they want to visit or buy from. They shop around and read reviews to determine what to buy at what prices, and rely on online reviews. Make sure you check the web for these comments on your products.

To help create personalized moments, make as much information as possible available 24/7 as customers search for information at all times of the day and night. Today start thinking how to win over future customers by enabling web-chat. AI-driven chatbots can answer questions, whiteboard videos help explain usage. These practices can increase customer satisfaction.

The call center follows up at a predetermined interval via text message and offers concierge services, such as shopping and delivery to you. It can alert customers to special pricing or events, such as free demonstrations, samples or technical literature, etc.

Today, social media wields great power. If something is bad, customers often broadcast their complaints on Messenger, Instagram, Facebook or Twitter. It is essential that the call center’s system, can see issues on these before they escalate. They also should have the option to chat with the customer directly via social media, a text message or a phone call. To keep things simple, all these options can be accomplished from a single dashboard.

It is widely reported that when all customer communications are integrated seamlessly into the call center, the customer experience is vastly improved. Marketing and sales staff should monitor daily to be aware of good and bad news.