Two-thirds of consumers will not buy from a company that has bad behavior—and other customer behavior. | So Good News


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Two-thirds of consumers will not buy from a company that has bad behavior—and other customer behavior.

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The COVID-19 pandemic has changed the way we shop, changing the way consumers communicate and engage in commerce. Clothing, personal care products, and books saw the biggest swings in spending among American consumers. As the pandemic subsides, many of these services are on the verge of disappearing, and companies are grappling with how to improve and improve the customer experience.

To better understand customer transformation, Ruby has compiled a list of seven customer experience trends that are thriving as businesses emerge from this pandemic to understand customer transformation. Customer experiences were compiled from a variety of sources, including Forbes, Salesforce’s State of the Connected Customer report, and Deloitte.

Shopping is now digital first for many, rather than brick-and-mortar, according to Salesforce’s report on consumer and business-to-consumer research. The report found that things like online shopping, contactless payments, and reaching customers through social media, including influencers, are now established pillars of customer acquisition.

Furthermore, it is no longer enough for a brand to provide good, affordable products or services. Customers have more investment than ever in company values ​​and the ability to communicate those values ​​transparently and authentically.

While many of these changes can be overwhelming for consumers—and companies—used to old ways of doing business, the good news is that they are also a profitable opportunity. These changes in consumer behavior allow brands to be more effective than ever in their marketing, sales, and communications.

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People are looking for experiences—not just purchases

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It’s no longer enough for companies to simply provide a good product or service, according to Salesforce’s State of the Connected Customer report. A whopping 86% of respondents to a consumer survey say a consistent, enjoyable customer experience is also important when deciding which brand to buy. Doing so will make the company have a good reputation, which will lead to long-term customer loyalty. Some of the most popular customer experiences include shopping options on multiple platforms, accessible support services, and personalization – all of which combine to create a hassle-free shopping experience and keep customers coming back again and again.

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Consumers want to be connected, or ‘omnichannel,’

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Omnichannel refers to user experiences that connect the customer touch points, including brick and mortar, social media, web, and mobile apps. For example, Bank of America allows customers to make and withdraw money using any method that works for them. Companies hoping to offer omnichannel options must conduct extensive consumer research and analysis to determine which payment methods and services best meet consumer needs.

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The main reasons people switch are the quality of the product and the quality of the product or service

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In the past year, 71% of respondents to a Salesforce survey said they left their previous favorite brand for a new one. Increased consumer data collection and analysis enables brands to test customers with targeted products and pricing tailored to their needs. Companies hoping to retain customers and attract new customers need to prioritize product customization, customization, promotions, and coupons.

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Environmental activities are becoming more important

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More and more consumers are looking beyond the quality and price of the products offered to rethink the brand’s relationship, especially when it comes to the environment. Sixty-eight percent of respondents want to ensure that their money goes to a company that works to solve social problems, and 78% of purchasing decisions are influenced primarily by a company’s environmental culture, according to Salesforce research. The most important environmental concerns are the company’s handling of recycling, single-use plastics, and emissions.

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Hyper-personalization is essential

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It is important for the customer to feel that the brand they are shopping with offers products that match their preferences, needs, and personality. Companies can do this through personalization, using data and analytics to personalize, sell, and communicate with customers, thus optimizing each customer’s experience. Cadbury, known for its milk chocolate, used customer data to create video ads that were sent to consumers’ social channels and achieved a 65% increase in sales. The use of hyper-personalization techniques can increase consumer loyalty to a brand and the amount a customer is willing to spend on a purchase.

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AI provides an important bridge between marketing and consumers

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Artificial Intelligence is becoming a critical tool for companies to increase their reach and deliver better and faster customer service results. Examples of the implementation of AI in the customer experience include chatbots, personal assistants, automation, and intelligent speakers that can help with shopping lists and finding deals. Respondents to the Salesforce survey reported that they feel most comfortable with companies that use their data meaningfully to improve their productivity. Using AI offers a number of benefits for companies, with the Learning Hub reporting that it “enhances innovation, improves project management, supports customers, prevents employee burnout, (and) saves money.”

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Consumers want to feel like there is someone they can reach out to with questions

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When customers face challenges when interacting with a brand, it’s important to have simple access questions, especially those that interact with people. This may include using live chat, customer service lines, and emails. Chatting with representatives through “conversational marketing” techniques allows for a natural, authentic conversation that builds consumer trust in the brand. In addition, it is beneficial for the company to interact with customers while eliminating negative experiences and showing success and development.

This article first appeared on Ruby and was created by
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