“Customers are buying experiences,” says Jos Ortega, Chair & CEO of Havas Ortega, at the Customer Experience (CX) Management Seminar 2017 organized by Fiera de Manila, Inc. last September 6th at the AIM, Makati City.
True. Gone are the days that you only think about selling products or services. The purchase process has now focused more on what you get out of the experience of buying a product or getting a service.
Thus, you rally your customer service team to attend to the customer well, give them their best smile, most polite voice and demeanor, and always put their best put forward. They have to give excellent customer service by all means.
Now, the question would be: how do you measure experience when you don’t get to interact with your customer face to face?
Technology has become the game changer.
Customers no longer go to your brick and mortar store, rather they buy online. They buy while mobile. They are consuming your product and services through mobile. In fact, 90% of the time is now spent on mobile.
So now, customer experience (CX) happens on mobile. Advertisers are now chanting, go mobile or go bust! For the most part of the business nowadays at least.
Video has also become the most effective lead generation and so if you are producing videos to promote your business, you should evaluate your videos on the mobile platform to see how they are playing or being played from the customers end.
Are you ready for the mobile customer experience?
One interesting development I learned from that CX seminar was the evolution of e-commerce platform. E-commerce started with a website (www), then the use and development of applications (apps), and now the messaging (chat messenger with chat bots).
It’s also interesting to know that companies have been using Facebook to its full potential; meaning leveraging on the features of Facebook to grow their business. Two of these features are the Facebook Messenger and the Facebook Workplace.
How do they do these? Companies build their Facebook pages and incorporate Facebook Workplace into it so that when their customers access their company through the Facebook Messenger (or they even direct their customers to the messenger), they use the chat bots to interact with their customers. And I tell you these chat bots can be as intelligent as they can be.
Let me cite an example. This is HealthTap leveraging on Facebook Messenger and Chat Bots to interact with their customers.
It’s pretty straight forward is it? It works because you are like chatting to someone who can provide you with answers.
But are other companies as responsive?
Let me cite a comparison.
Which do you think has a friendlier mobile CX?
Both ‘typically replies in a day,’ but one right away says they are not available at the time of customer contact.
The kind of messaging you use contributes to the overall customer experience, so you have to be careful. But it appears, too, that the company just translated what people see on their website and has worked into their mobile.
As you go mobile, understand the platform, the way HealthTap obviously does. Then provide the customer the confidence that they can transact safely all the way through.
In mobile, all the more you need to be friendlier as experience becomes on demand. It is easier for your customer to dismiss you with a click as it is easier for them to hit that purchase/checkout button.