Next-generation customer behaviors, expectations and purchasing preferences can be summed up into one word: choice.
Consider, for example, the rise of omni-channel service, where a customer is given the choice of how he wants to be serviced (i.e. live chat, video, phone, email, screen-sharing) and in what context. In fact, 96 percent of organizations surveyed last year by Deloitte said they expect call center growth within the next two years in order to support new CX demands such as this.
Similarly, customers today want nothing more than the ability to autonomously make purchasing decisions that they consider to be in their best interest. This is why a customer, for example, can buy one song on iTunes today, versus having to purchase the entire album. Research shows that approximately 90 percent of customers’ purchasing decisions are influenced by online reviews, both positive and negative. A customer wants to ensure he makes positive and informed purchasing decisions that best meet his individual needs. This all comes down to the freedom of choice. This next-generation customer is you. It’s me. It’s your neighbor, friend or relative. It’s the vast majority of people making purchases today.
Customers also want this freedom of choice when it comes to the service providers they choose to partner with. Overall, research shows that a customer is four times more likely to buy from, or work with, a competitor if a service-related problem is being experienced. At VoIP Innovations, we see this quite often. For example, as a leader in number porting, we’re constantly assisting customers with moving their phone numbers from their former carrier to their new (a.k.a “winning”) carrier for a myriad of reasons, from quality of service to price.
At the end of the day, it’s vital that a customer has choice over his purchasing decisions. Customers deserve quality care, service and products; if they experience anything but, they can (and should) exercise their right to choose to move to another company or service provider.
The ability to choose is a powerful one. It enables a customer to receive the level of care he deserves, and challenges companies to step up to the plate to deliver what a customer wants and needs.
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