Interesting new report by Altimeter group on Customer Experience.
I’ve extracted a finding which is super relevant to any business:
“When it comes to experience, customers want relevance and speed, not delight.” The most important elements of an ideal customer experience are fast responses to questions/complaints and the ability to find information quickly.
The 2nd part highlighted here “fast responses to questions/complaints and the ability to find information quickly.” seems so logical. However, so many companies make it so difficult.
My reason for writing this post, here it is…
Firstly the report is interesting, do read it.
Second, this gives insight into a stream of content which you need to create for your customers. They want “the ability to find information quickly”
How are you making it easy for them? (My reason for this post, something we all need to think about)
The traditional way was to create a FAQ…
However, most FAQ’s though necessary are just plain boring to read, so people made multiple formats. Infographics, Animatied Gif’s or How to Videos, or doing FB Live sessions etc.
That seemed to work, however, as the volume of information increases Searching for that information and making it available even more quickly becomes key.
Sometimes the simplest, is making available a person who maintains the customer relationship and become the source of all answers.
That person is responsible for going through the myriad layers of information within the organization and finding that information.
Othertimes, it might mean enabling the customer via technology to serve themselves, by providing them the ability to search for the information required on your portal.
Another, extremely powerful way is to enable customers to become the source of information (Brand Advocates).
All of the above could be ways in which you enable “fast responses to questions/complaints and the ability to find information quickly.”
What’s worked for you? Do share below.
Below is Altimeter’s 4 steps to build a next generation experience strategy.