Thursday 20 June 2013

Epic customer experiences need total customer access

Customer experience for many products extends beyond the point of sale but through the life of a contract for the services received. Achieving epic customer experience over this extended timeframe is substantially more challenging and for many businesses costly. Customers want to have full access to their service provider 24/7 and through whichever channel they favour. What this means in practical terms is that if I want to check how much my current utility bill is so far this month and look back over the previous three bills while sat in Starbucks at lunch then I need secure mobile access that is giving real time updates. If customers can't achieve this level of accessibility then they are looking around for providers who can meet this need. Is this all bad?  Some studies are indicating this need for access to customer service information anytime / anywhere is something customers view as a priority and as a result accept it warrants a premium so will pay more even where the service received itself may not be premium quality. This won't last though, customer expectation will normalise and it will become a hygiene factor all providers will need to deliver to survive. Epic customer experience needs total access to customer information and unless companies act fast they risk missing the boat. 

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