David Dewar of Phoenix, Arizona, is an experienced business and management professional. David Dewar is currently a director and partner of a leading developer and distributor of customer experience management software solutions for clients in the automotive industry. Customer service frequently fails to be efficient, consistent, and personalized across different customer touch points. However, businesses can manage customer experiences more efficiently by integrating these different touch points and also taking the power of the internet and mobile devices more seriously.
Customers interact with a business across a variety of different touch points, including in-store retail, Internet, mobile, and phone services. However, these touch points and experiences are often not satisfactorily integrated. For example, if customers try to buy a product online and run into issues, they may call the company's number to speak with an agent. Can the agent see what is in clients’ checkout baskets or what problems they are experiencing on the company website? An Oracle survey indicated that only 26% of surveyed companies have this capability.
In the age of the Internet and social media, customers frequently turn to their smartphones or tablets in order to make purchases, research information, or share their opinions online through blogs, Facebook, or Twitter. As a result, it is vital for companies to track what customers want or expect in terms of electronic accessibility and provide opportunities for mobile-enabled sales and customer service. However, the survey indicates once again that only 39% of companies have made an effort to tailor their content for mobile and tablet screens.
If companies track customer expectations better and respond to needs and demands effectively, they will run much more successful and lucrative businesses.
Customers interact with a business across a variety of different touch points, including in-store retail, Internet, mobile, and phone services. However, these touch points and experiences are often not satisfactorily integrated. For example, if customers try to buy a product online and run into issues, they may call the company's number to speak with an agent. Can the agent see what is in clients’ checkout baskets or what problems they are experiencing on the company website? An Oracle survey indicated that only 26% of surveyed companies have this capability.
In the age of the Internet and social media, customers frequently turn to their smartphones or tablets in order to make purchases, research information, or share their opinions online through blogs, Facebook, or Twitter. As a result, it is vital for companies to track what customers want or expect in terms of electronic accessibility and provide opportunities for mobile-enabled sales and customer service. However, the survey indicates once again that only 39% of companies have made an effort to tailor their content for mobile and tablet screens.
If companies track customer expectations better and respond to needs and demands effectively, they will run much more successful and lucrative businesses.