Engaging with the empowered customer

Humby proposed that there was a shift of power being witnessed in the consumer-company relationship, as customers became increasingly internet savvy, more aware and more educated, and had more choices of products to buy and channels to go through to purchase them. Customers, he concluded, were less likely to be loyal unless you gave them a reason to be so in the right way.

 

Talk of growing customer empowerment predated 2004 of course, but it is worth reminding ourselves that these conversations were taking place on and before that date as that was the year that Facebook launched and the social media revolution kicked into top gear. Subsequently, consumers would find new models of authority – travel agents replaced by Trip Advisor and bank managers replaced by MoneySavingExpert.com. And new communities would proliferate- consumers have always trusted word of mouth more than marketing messages and today, with social media, people have access to the advice of millions of likeminded individuals.

 

Ultimately, Humby is still correct of course, customers are less likely to be loyal unless you give them a reason to be so. But now it is even more challenging. Organisations can participate in communities and engage participants and add value. They can also position themselves as models of authority and provide valuable – and free – advice. But most importantly, and in keeping with Humby’s statement, businesses must ensure that they meet customer expectations to drive loyalty.

 

To do this, organisations must increase the relevance of products, service and communications. They must identify the right channel, the right timing and the right messaging for each segment. And this inevitably means that your data is successfully managed.

 

On 14th September, MyCustomer.com will be joined by Pitney Bowes for a live web chat to discuss how to engage with the empowered customer, and how successful data management and customer communications can improve customer satisfaction, overcome increasing pressures within customer service and increase your organisation’s profitability. The session will also give you the opportunity to quiz the panel with your questions on this critical issue.

 

I hope you'll join us there!