Humanity is Good for Business | Teleperformance
Humanity is Good for Business

“What do my consumers want?” Leading companies are asking this question more than ever.

Service delivery firms have now realized that HOW we serve our customers is as important as WHAT we serve. Give consumers a memorable experience and they will not only buy your product, but become your brand advocate. This is what we are all in the business for: to be the first choice of every consumer. But what truly makes for a memorable experience, the kind that turns a first-time buyer into a brand devotee? Is it the most technologically advanced product, or better features than competitors or lowest price point, or consistently delivering the best customer engagement—all of the above, and one big connector: human touch.

According to a recent study by Harvard Professor Gerald Zaltman, 95% of purchasing decisions are driven by emotions. Buyers may compare multiple competing brands and price points while evaluating a purchasing decision, but the human subconscious’ urges and feelings of self-worth, love, connection, and status are the primary indicators that initiate a purchase. This emotional connect with the brand does not end once the product is sold; it continues in after-sale service too. As human beings, consumers have rational and emotional needs. While innovative technology satiates their rational needs, the emotional part—that in turn will dictate their loyalty to a brand—continues to be solely directed by human empathy, which can’t be replaced by machines. Not even in the 100 years to come.

Your consumers have demands—the key is to understand them! 

The Gen Z consumers today are smarter and know how and where they can reap maximum rewards. They are also more sensitive to bad customer service and do not hesitate to vent their anger on highly visible platforms. Owing to bad reviews, it has become extremely easy for buyers to change their perspective on a brand from positive to negative. The converse is not that easy. The only way to stop this disaster is by creating an emotional bond with your consumer and adopting emotional intelligence to empathize with them.

Technology is not a solution, it’s an enabler

Technological intervention has increased speed, convenience, and knowledge giving service delivery a great leap, but companies can’t excel in their customer experience through technology alone. It is imperative to equip your employees with emotional intelligence. Customer service and emotional intelligence go hand-in-hand. The Gen Z consumers are looking for more than innovation and product pricing; they want to be “wowed” with a personalized, compassionate customer journey.

Service team delivers what brands market

According to a recent PWC study, 54% consumers are not happy with the existent level of customer service and feel it needs improvement. If our business depends on making consumers happy, this is not a good sign. Good customer service experience leaves consumers feeling satisfied, heard, and appreciated. And this can only be achieved if we empower our internal consumers, i.e. the workforce, and motivate them to embody the brand’s vision and customer’s feelings in each interaction. Price and quality still remain the driving point for a consumer to get attached to a brand, but your level of customer service will ultimately define whether they establish a long term relationship with your brand or just be a onetime wonder.

Building technology with a soul

Most consumers prioritize gratifying service delivery from a brand whereas fewer prefer up-to-date technology. When we analyze what customers are expecting from organizations versus satisfaction they’re actually receiving, the gap is too wide. To bridge this gap, one needs to find the sweet spot: where technology complements the human touch. Even as automation becomes more prevalent, consumers still prefer human interaction. They interact with apps, self-service kiosks, websites and the like, but the second something goes wrong, they desire human intervention.

Bring the power of technology in your system, but ensure consumers can reach humans when they need one. Empower your employees to empower your customer engagement to empower your consumers thereby empowering your business. 

For more information, click here to contact Teleperformance.

What do you think about this post?
Leave us your comment.