Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Managing the expectations of the connected customer

Blog
13th March 2018

Forbes recently published a feature describing how the connected customer will impact your business model. The feature notes that most customers today are connected to the Internet constantly. In fact the only time that most of us can completely switch off is on a flight -although many flights now offer wi-fi so even that is not guaranteed.

The important statistic in the article is that 64% of customers now have an expectation that brands will react to their questions in real-time. That’s not two-thirds of customers having an expectation that they can send an email or tweet and check later for a response – it’s two-thirds of customers expecting that when they send a question to a brand using their smart device, it will be immediately acknowledged and answered.

How times change. It seems that while most customer service executives were focused on trying to enable omni-channel service, customer expectations have gone through the roof. It’s no longer good enough to offer all those communication channels as options, but they all need to be available in real-time.

In addition, the Forbes data suggests that half of customers will switch brand if they feel that the company they are communicating with does not anticipate their needs and 74% will switch brand if the checkout process is complicated.

What I find really interesting in these statistics is that the customer is now very self-aware. They know that brands have a lot of information on their preferences and past behaviour and they expect that the brand should use this to make the shopping experience easier. Any brand that behaves as if they know nothing about customer preferences will struggle when customers are so demanding.

The connected customer really is driving customer experience strategy. If any road-blocks are placed in the path of the customer, from the selection of an item to payment, then most customers will just click on the site of a rival – they will not tolerate a shopping experience that is difficult or one that does not recognise them and predict their needs.

This is creating an entirely new set of requirements for customer experience planners. You need to offer omni-channel service, but also ensure that you can use customer data to predict what they might want next. It is also important to offer deals, recommendations, and ideas without annoying the customer – they don’t want spam.

It’s a delicate balancing act to satisfy the modern connected customer, but as this Forbes data shows, if you ignore customer expectations you can expect a large percentage of your customers to migrate to the competition. What do you think? Leave a comment here or get in touch directly via LinkedIn.


Helen Murray
Article by: Helen Murray

News & Insights

Webhelp Payment Services
Solution Designer
Service Provider
Technology Enabler
Blog
Meet our Advisors – Jennifer from Germany (ep.2)

An emotional elderly customer called our Helpdesk/ Customer Support. The recent passing of his wife and the lack of visitors due to the lockdown had him feeling very lonely. So, he tried to scan and print his old slides to create a photo album of all his happy memories to feel a little closer to his family. He had technical troubles and called up rather upset. First, I comforted him and...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Press Release: Jean-Baptiste Decaix appointed Chief Client Officer of the Webhelp Group, member of the Executive Committee.

Paris, June 22th 2020. With the appointment of Jean-Baptiste Decaix as Group Chief Client Officer, Webhelp reinforces its international senior management and reaffirms its ambition to become a top 3 worldwide leader. A graduate of CentraleSupélec and an executive MBA from ESSEC-Mannheim,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Jean-Baptiste Decaix appointed Chief Client Officer of the Webhelp Group, member of the Executive Committee.

Paris, June 22th 2020. With the appointment of Jean-Baptiste Decaix as Group Chief Client Officer, Webhelp reinforces its international senior management and reaffirms its ambition to become a top 3 worldwide leader. A graduate of CentraleSupélec and an executive MBA from ESSEC-Mannheim,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
The Summer of B2B Marketplaces

Following our last two studies “2017 - The spring of B2B Marketplaces” and “2018 - B2B marketplaces are blossoming”, we once again joined forces with the strategy consulting firm Roland Berger and with Mirakl to take stock of this new year of development for B2B marketplaces. This...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook