To create highly engaged customers, companies have to provide their customers with a consistent experience whenever and wherever they need it—digitally. Did you know that highly engaged customers buy 90 percent more frequently, spend 60 percent more per purchase, and have three times the annual value (compared to the average customer). That’s a huge revenue opportunity you could be taking advantage of by digitally transforming your business.
But, in order to deliver on a better customer experience, you first need to understand who this new kind of digital customer is and what they want. It’s clear that the customer is firmly in the driver’s seat.
Personalized customer experiences
Today’s consumer wants organizations to treat them as unique individuals, and know their personal preferences and purchase history.
According to research from Accenture, 75 percent of customers admit being more likely to buy from a company that:
- Recognizes them by their name.
- Knows their purchase history.
- Recommends products based on their past purchases.
This sounds like Amazon, one of the best retailers in the world, and the best part is that customers are happy for Amazon to use their data. Technology has empowered customers to get what they want, whenever they want, and how they want it. Amazon is a master at providing this service to every single customer.
Consumers now expect an immediate response to customer service requests on social media and they would rather engage digitally than pick up the phone. They also expect the same response times on weekends as on weekdays. This need for instant gratification has forced organizations to remain accessible on demand, 24/7, with live people, not interactive voice response, and to answer in one to two rings....
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