Even you as brand manager wouldn’t disagree to the fact that we have arrived at a dynamic customer market where nothing less than instant is expected. Right form your social media likes, pizza delivery to your answer of your calls; gratification will only be achieved if everything happens instant.
Reason being A) Nobody wants a cold pizza, B) As a customer if you are choosing a brand; that brand must not make you wait for a minute as obviously there are millions reasons to switch. However it’s either “Instant Gratification” or “Instant Misery”. Nabil states,” the ‘promiscuous consumer’, who displays no obvious loyalty; if not responded right away chances are high that they will take their business elsewhere”.
Perviously in our blog,” Omni Channel Experience To Leak Proof Your Business” Akil stated that, ‘Brand Managers should always consider building a central repository for all their leads; be it print ads, facebook or display ads. This can go long way on a mid to long term basis’. But In concurrence what your brand need is a successful customer interaction and loyalty programme that embraces a multichannel infrastructure which is built on a data-driven strategy to deliver actionable insights.
Although we are talking about technology driven strategies, the quote” Automate Process, Not Relationship” should be not be ignored. The goal of automation isn’t eliminating human contact. Human contact at important moments can motivate a purchase decision, but that’s just the beginning. It can also create fiercely loyal, repeat customer who evangelize your company and product. Phone time and hand-typed emails can be a strong differentiating factor and the key to your company’s viral growth.
Our central repository can leverage your brand with insights such as; prospects opens your emails, clicks links, visits your site, and visits specific pages, it tells you their level of interest via scoring functionality. The scoring functionality will help you distinguishes prospects who are highly engaged deep in your funnel which is a clear signal it’s time to get in touch with that contact and discuss your solution.
Hence then the outreach team of experts will que themselves to add the human touch. The team that is well trained for effectively approaching and handling any rebuttal customer might have and finally lead them through purchase stage. As the King (Customer) longs for options within your brand and you being the best brand promises to deliver, there is a possibility that the customer would want every single detail or more than expected information on call.
Our team of technologist have built a functionally within the repository which would facilitate in such scenarios with all the information a in a single view. It includes a search feature so the team can get answers to major of the questions as well as top articles and product-specific navigation. In addition, it could also be offered to customers with a link that includes other customer education features like product detail, videos, and webinars. It will eliminate any chances of customer feeling unsure and concrete the conversion decision.
Our lead project manager would conclude, its requires just more than technology for instant gratification which isn’t a one time phenomenon. Gratification at all stages can assured with right mix of technology and human touch via central repository facilitating engagement at all touch points and adding experts approach at certain intervals for better conversion rates.
This blog was written with excerpts from Nabil Mahimwala; who is a first generation outsourcing entrepreneur and has consulted and implemented more than 50 contact center, PSUs and Corporates over the last two decades.