Pandemics have changed the way many consumers interact with brands and their expectations of the overall customer experience.
We expected more instant responses and interactions as more consumers shop online and contact businesses digitally. According to a survey by cloud contact center solution provider Talkdesk, last fall, 58% of customers reported higher service expectations than a year ago.
“This is digital consumerism as a whole,” said David Gardner, vice president of research and insights at San Francisco-based Talkdesk, which conducted the survey. “During the pandemic, we saw rapid digital transformation and acceleration throughout the industry.”
Consumers have everything right on their smartphones, he says. Even consumers unfamiliar with the use of digital had to adapt.
“We had no choice but to digitize,” said Shannon Colquhoun, Talkdesk’s Vice President of Global Industry Strategy for Retail.
That happened before COVID, she says, “accelerating the need for a better digital experience” for many companies.
Shioset’s country carpets, which sell carpets, rugs, flooring and fabrics, began to enhance their digital presence before COVID, but significantly enhanced it during the pandemic, says Harris Cohen.
They want to chat
In addition, we’ve quadrupled the number of images on our website to help our clients better view their products online. We also allowed clients to order samples from the website when the showroom was closed.
They also enhanced the booking capabilities of websites that weren’t used much before COVID, but were often used during and today, Cohen said.
They added a chat feature to their website six months before COVID, but when COVID hit, it was “flooded” by customers, Cohen says.
Nicole Penn, president of EGC Group, a marketing and digital services company based in Melville, uses an automated chatbot to use chat capabilities live or on websites to help customers ask questions and respond immediately. By doing so, the popularity of COVID has increased. Someone who helped with the digital upgrade of country carpets.
Voice search was also popular, says Penn. She says this is where customers search for products / services using voice applications like Siri, and where good search engine optimization helps the brand.
Calm customers during COVID
According to Penn, text message integration is also widespread, allowing customers to ask questions via text and book appointments with businesses.
EGC offers a unique platform called Raydeus that offers these various applications, and Raydeus revenues increased by almost 400% from 2019 to 2020 as more companies were attracted to digital technology during COVID. Says Penn.
Still, digital isn’t the only thing that creates a customer experience. How the brand interacts with customers through its employees is important.
During COVID, it was very important to know how to serve customers, said Taylor Performance Solutions, Inc., a training and consulting firm specializing in leadership, service and sales training based in Farmingdale. Says Linda Berke, president of.
She says the customer was dealing with a lot of stress and uncertainty.
During the pandemic, her company spent a lot of time on how to overcome that stress, including focusing on listening, empathizing, and patience with its customer service employees.
“We tell them to think about how they expressed things,” says Burke.
Tired of excuses
For example, many customer service representatives were working remotely, so giving customers an excuse for working from home and missing files and documents might have been acceptable at first, but the pandemic She says it wasn’t tolerated as it progressed.
“Most of our training was delivering difficult messages, such as delivery delays,” says Burke.
That said, according to Talkdesk, contact centers have become an integral part of the customer experience as more retailers recognize the benefits of cloud-based contact centers that aren’t tied to a particular physical location.
The situation has certainly improved since the height of COVID, but “we’re organizing exactly how long the changes from COVID will last,” said a clinical professor of marketing at Northwestern University’s Kellogg School of Management. One Tim Calkins says.
Whether it’s streaming or the convenience of ordering groceries online, he says, he can withstand the adoption of new digital platforms.
“I think technology changes can be tolerated because people have learned how to navigate new technologies,” says Calkins.
But while companies need to continue to “improve and improve their most important digital platforms,” he also needs to think about ways to deliver a great customer experience directly again.
It’s difficult because of a tight workforce, but companies may need to limit their assortment or make changes such as “focus on some things they can really do well and offer.” No, says Calkins.
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How customers interact with today’s brands. 2 years
Store / Branch / Face-to-face: Today (49%) Two years later (33%)
Artificial Intelligence (AI) Chatbots: Today (31%) Two Years Later (44%)
Voice application (eg Siri): Today (23%) Two years later (39%)
Video Chat: Today (24%) Two Years Later (45%)
Source: Talk desk
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