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The customer's experience is being impacted by trends in a digital environment

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Customers are now increasingly using social media as a medium to learn about products, and to also voice both positive and constructive sentiment in regards to their experience with service. As a result, certain trends are rising. As a business or individual salesperson, it will become important to familiarize and utilize various channels or social outlets to hold conversation and enhance the customer's satisfaction and experience.

Jim Farley, VP of Global Marketing & Sales for Ford Motors via HBR, said 'The role of the salesperson has changed dramatically over the 20-plus years I've been in the industry, and it has reached a tipping point. Technology has changed the process of customer education... just consider how much a shopper can learn about a product or brand on their own, before they even speak to a salesperson. They can find information about a business on the internet, examine products via video, and even read candid reviews about previous buyers' likes and dislikes', notes HelpScout.net

DeloitteCustomerUK.com offers ideas and recommendations on trends in the digital world:

  1. Mobile first: customers are now spending a significant amount of time online via smart mobile devices – and they expect businesses to interact with them over these touch-points. Customer service leaders need to invest and innovate within this channel to meet growing expectations of instant accessibility and contact. The need to be reachable anytime, from anywhere will continue to grow.
  2. Omni-channel is here: as the numbers of customer touch-points continue to grow, so does the importance of managing each interaction consistently, as part of end-to-end customer journeys. Rather than treating each interaction as an isolated contact, they should be designed with the focus on building context. Bringing together existing information about the customer and their interaction history can help to determine the context at every customer touch-point.
  3. Social grows up: the reach and influence that social media has on consumers’ day-to-day lives and the reputation of brands is astonishing. For service organizations it is impossible to ignore. Many service organizations see social needing its own dedicated function to deal with the perceived complexities and risks. However, it is essential that the social channel is integrated with the existing service offering and approached as a different skill or contact type, rather than as a channel.

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