As we increasingly opt for auto-reply systems and customer service bots on our digital platforms, the question begs to be asked — has our hyper-connected world resulted in reduced human interaction?
Our world is becoming more and more connected by the day. Huge technological advancements have defined the last decade and paved the way for a new breed of consumer, the “connected customer”. Connected customers (who overwhelmingly make up a large percentage of the population) span every generation. Interacting with brands through websites, social media, apps and voice-activated assistants on the daily has become commonplace.
While there are considerable benefits to our growing online ecosystem, the downside is that brands are now running the risk of losing their human touch and in turn, their opportunity to differentiate on service. So how can you set your brand apart when there may be little or no direct interaction with your customer?
4 hints to creating an authentic brand that connects
1. Digital is key
The digital experience may be your one and only connection to your customer, so take the time to get it right. Did you know that 57% of internet users say that they won’t recommend a business with a poorly designed mobile website (source: Formstack). A frustrating digital experience can easily result in a customer abandoning your brand in favour of a competitor who they find on the same browser window or app store.
2. Keep it real.
Customers crave transparency. It helps them to appreciate the amount of work that went into tailoring their experience for them and lets them know there are real people behind your brand. In other words, put the useful information back into the hands of your customers. Keep them informed, and you’ll reap the rewards. Just think, wouldn’t it be amazing if your doctor’s office actually let you know when they are running late… and why!
3. Details details.
Just like a customer shopping in-store, a connected customer also appreciates their purchase being nicely folded, wrapped and presented in a branded bag when it arrives via mail. Although it might seem easier to send it in a plastic sleeve straight from the factory floor, it could be making your customer feel less appreciated than an in-store shopper. It really pays to consider all of the interactions with your customer, even if you aren’t personally interacting with them.
4. Go the extra mile.
Make yourself stand out from the crowd with little touches that make your brand memorable. Brands that excel in customer experience enjoy up to a 7% revenue lift (source: Accenture). So why not consider throwing in a freebie or a handwritten note to your next customer? It might be all it takes to influence their next buying decision or refer a friend.
Brands need to interact with intention by making the most of every interaction and differentiating themselves against the competition. Do you need help re-connecting with your connected customers? We can help. Call us on 07 3367 0394 and let’s work together to bring back your human touch.