Here are five ways that customer expectations may have grown beyond what your company is providing. If you aren’t keeping up, the question becomes how quickly you can get up to speed, and the answer to this can make or break your bottom line and your survival prospects. So check out the list and see where you stand.
1. 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.
2. Customers expect self-service–well-designed self-service–to be an option: 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.
3. “Fast enough” isn’t, anymore: Does your company still refer to internal 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 the 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. Social consumption is now the norm. “If I don’t have a picture of it on my phone, it didn’t happen”: 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. (Ritz-Carlton does this gently with the Shareable Experiences feature in their app and their #RCMemories “Let us stay with you” campaign; for an entirely different and kind of niftily over the top approach to this, you should also check out 1888 in Sydney, aka the “instagram hotel.”)
5. Customers are looking to blur the lines between the fun and the mundane: 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. At the other end of this blurring of leisure and business, we have mostly given up on “fully unplugging,” so it makes sense to accommodate even leisure customers’ need or desire to work and keep in touch. For example, it makes sense that some airlines’ long-haul flights now offer a “quick dine” option so passengers can quickly get back to work without the food tray being in their way, as it makes sense for businesses of all types to offer fast, no login required wifi and other tools to their waiting, “captive” customers.