Richard Sedley discusses the four key challenges facing firms as they seek to engage customers - and the four solutions that can help them.
If we can’t provide quality right now the likelihood is that our customers will find someone else, and fast. Switching products and suppliers has never been so easy for our customers. While the importance of post-sales support has also increased dramatically as the ability to amplify discontent is now just one click and a Facebook group away. So how are we to meet, and even exceed our customers’ expectations?
Trust in old forms of authority: politicians, businesses, academics, scientists etc have continued to decline and in their place new models of authority have arisen. Encyclopaedias are replaced by Wikipedia, Bank Managers are replaced by MoneySavingExperts and Travel Agents are replaced by Trip Advisors. The common element in many of these new authorities is people supporting and trusting each other.
With the new sources of authority come new ways of connecting. The challenge for those interested in Customer Engagement is how do we join the discussions within these communities without coming across as outsiders wishing to disrupt the conversation. The language of customer-to-customer exchange is often difficult to learn and even harder to articulate business needs through.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.