Today’s strong customers have high expectations. There are more products, services, and providers competing than ever before, and everyone is doing what they can to monetize their customers. The modern technological revolution has helped fuel these changing expectations. They mean customers can afford to be selective about where to shop or where their precious time is spent.
From needing instant satisfaction to using innovative tools like customer journey analytics, here are some of the ways technology is changing customer expectations:
The Internet Transforms Expectations For Speed
The internet has changed the way customers perceive the speed with which they expect their products or services. News on any topic is just a click away while you can share photos and updates on social media or connect with others from a device most of us have on hand.
Retail has not escaped this rapid revolution. Netflix or Disney + mean movies or TV shows can be watched on-demand, and services like Spotify do the same for music. Amazon, meanwhile, has not only stopped searching for most products but has speculated that we would expect products purchased online to be delivered within a business day. (And if Amazon’s drone delivery proposals start as planned, probably in a few hours someday.)
Today, many of them are no longer valid statements. Instead, it’s just what people expect as a basic level of service.
Always-on Culture Is Here To Stay
There was a time when stores closed at 5 p.m. every day and probably didn’t open for at least a day on the weekend. There is no curfew on the Internet or customers do not want it. Products need to be available 24/7, be it the latest movie streaming or access to servers and other players for online video games. With smartphones connected to the Internet being worn by most people around the world, the “always-on” world of culture has become the norm.
For businesses, this extends to waiting any time of the day or night for support questions to be answered. After all, for a global company (which more and more are online businesses), this is still the light of day for someone in the world.
Customers Feel Empowered In The Age Of Social Media
Customers have always had the power to decide whether or not to sell their habits to a company. However, in the age of social media and the culture of influence, everyone has a strong voice that they can use when talking about products or services. This is within the scope of the possibility that users will have more subscribers on the internet than some of the brands or companies they interact with. The world’s most-followed social media accounts are people rather than businesses, and even the average person, not followed by millions of others, has the potential to be heard by large numbers of people around the world.
If a company offers good service, this can lead to organic advertising, as customers are enthusiastic about a particularly good product or the customer experience it provides. The opposite can also be the case. If a person receives what they find unsatisfactory, they can share it with others and possibly influence others in the process.
Personalized, Data-driven Service Is The Norm
In the modern world, everything from our search engine results to our social media accounts is personalized based on what the operators find most relevant to us. The same goes for online retailers who use recommendation systems to suggest products that they think may be of interest to us.
This is due to the age of big data, where companies can collect and analyze more information than ever before about customer preferences and habits and use this to make interactions smoother and smoother. Personalization is the cornerstone of many modern marketing strategies. This not only means recommending certain products to customers or remembering their names when they log in, but also giving them the ability to communicate with the brand using any preferred communication method, be it: Twitter, Facebook Messenger, WhatsApp, or others.
Tools like customer journey analytics can help harness the power of big data to improve the customer experience. It can help you analyze customer behavior at all levels of your customer journey. This, in turn, can help companies deliver quality services by identifying areas that need work. This technology can help predict the likelihood of customer complaints or rejections, and predict which customer trips will require further investigation. If you get it right, it will have a huge impact on how customers interact with your company.