Artificial Intelligence, Bots, and Apps have raised customer expectations.
If you are an organization, business or nonprofit, changes are at hand. The basic rules of customer engagement have not changed, but how those rules are applied continues to change. Customer expectations have gone to a new level. They want what they want and expect it quickly. They are looking for solutions, not excuses.
Although we have new tools, people still want to interact with humans to some degree. So, keep the following in mind:
- Customer Service is king. The consumer loves technology but still wants service.
- Quick delivery is expected. Fast, accurate delivery is key to satisfaction.
- Define your core business. The Taxi is not just a Taxi; they are in the transportation business. A sports team is not just the hometown team; they are in the entertainment business.
- Act quickly, or get left at the starting line. Technology has increased expectations; but to meet them, you must keep the human experience human.
- Market, advertise, and publish your change. Inform key players. Marketers are operating as agents. They must be in the loop. Artists and suppliers may be working in offices or in another country.
People like what is new. There is a new restaurant in our building. The number of people served is tremendous, but they take orders through a kiosk. It seems to be very efficient. If the technology works and the service and quality are maintained, the place will be a success. If customers feel the human touch is lost, they may go elsewhere.
To summarize: Marketers must use the marketing tool box to improve and promote good customer service. Announce your changes through public relations, social media, and flyers. Promote your changes through training, speaking, and demonstrating.
Advertise your changes through TV, radio, print, and handbills.