“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
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
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.