The customer is no longer king.
This age old saying used to paint an image of the customer being treated as royalty – as if he waited on his throne to be served and to be revered by the royal court. But the role of the customer has fundamentally shifted.
Today, the customer sits front and center across every aspect of a business. He is directly involved and is much more proactive in shaping his own experience with a brand. He no longer waits to be told – whether in response to a complaint, an update for a new product launch or pretty much, any piece of information he needs. He now wants, or rather, expects a simpler, faster and much more satisfying customer experience.
His lifestyle, too, has transformed overnight. Living in an increasingly connected world, he no longer gets information from disparate channels (that word “multichannel” is now extinct). He now lives in an omnichannel reality and expects brands to be running along with him in a single, uninterrupted stream. Technology literacy is no longer optional. It is a life jacket that keeps brands afloat in highly competitive markets.
How does a brand survive in the new era of the customer?
The tech titans (Amazon, Google, Uber, etc) have shaped the new customer experience and more and more brands are realizing that they need a more retail oriented approach to engage with their customers. Regardless of the industry, brands need channels that give customers what they need, when they need it – and even perhaps before they even know it.
Self service channels are now a necessity. Customers are much more self-reliant and self-sufficient these days. More than 81% of customers surveyed by Gartner in 2019 try to take care of matters themselves before reaching out to a live representative.
Brands also need to have agent-assisted self-service when customers need to speak to an agent. Whether a chat bot on Facebook messenger speaks to them first or directly hands them off to a human agent, brands need to create an effortless customer experience.
But this is just the beginning. The customer has changed but also continues to change every day. Brands today need an urgent mandate to understand them better and, more importantly, be there for them where it counts.
Aiah is an intelligent automation platform designed to build compelling brand experiences. Let us help you transform your business using our platform.