Here are five places where your customer experience may have fallen out of sync with what today's customers are looking for. Check the list and see where you stand. It can make a real bottom-line difference today, and a sustainability difference over at least the next several years.
1. Good self-service options are a must: No matter how good your human-delivered customer service, customers expect self-service options as well. Self-service, which includes everything from web-based e-commerce to IVR (interactive voice response telephone systems) to concierge-like self-help touch-screen menus in public spaces to passengers printing their own boarding passes at home before traveling, is a powerful trend in customer service, and companies that ignore it, pursue it reluctantly, or violate the basic laws of its implementation will be left in the dust.
There are various factors driving the self-service trend: customers' round-the-clock lifestyle, a buying populace that is increasingly tech savvy, and even in some cases the higher comfort level of socially anxious customers when doing business with machines rather than face to face or even on the phone.
2. Extended hours are the new 9-5 Customers expect extended hours: hours that you’re open, hours that you provide support. This may mean 24/7 or as close as you can get. For example: For its advertising clients, Google now not only offers support in 42 languages, it does so nearly around the clock, and offers English language support English-language support 24/5. That’s pretty good, considering we’re talking about B2B, non mission-critical support.
Customers also expect more flexibility and options during traditionally “off” hours. For example, if you’re in foodservice, consider letting customers order from either the dinner or lunch menu in the mid-afternoon, and consider offering a cold sandwich menu available late in the evening after the kitchen has closed but your bar is still open.
3. Faster, faster, faster Do you still have internal company documents with obsolete standards like “We strive to respond to Internet inquiries within 48 hours.” Maybe such a time frame made sense a few years ago (I actually doubt it, but maybe), but today, such a response time is he equivalent of 36 years in Internet time. Your customer support standard needs to be response within just a few hours; after that, your customer is going to assume that you’re never going to get back to them. An intensified expectation of timeliness also applies to product and services delivery, an area where amazon.com is obviously one of the leaders. Amazon’s example, and the twitchiness that apps and the Internet itself invoke, means that your company’s traditional definition of “fast enough” probably isn’t, anymore.
4. Customers are looking for fun even in what used to be dull: On the one hand, there's a new expectation that fun, adventure, even ‘danger’ can be incorporated in potentially mundane interactions. Business travel is a great example of this: More and more travelers try to integrate some adventure, some local exploration, into what are ostensibly business trips. Conversely, airlines whose long-haul flights offer a “quick dine” option so the tray isn’t in the way when passengers are trying to work have their heads screwed on right.
5. "If I don't have a picture of it on my phone, it didn't happen": Social consumption is now the norm. Lisa Holladay, branding and marketing guru at The Ritz-Carlton Hotel Company, tells me she's heard this sentiment lately from young customers. This means that if business isn't building opportunities for social sharing into the customer experience, you're missing out on a chance to delight–rather than drive away–your customers.