Digital is no more an option!Posted: October 20, 2013
“…the world is changing, it is not about us doing something and customers agreeing, it is about the customer expecting us to do things differently and us delivering…”
The world is now digital:
4.5 billion people on social media, 6.8 billion on mobile, more than 400 million tweets per day about products, services and brands.
Touch points have increased exponentially – there are literally Billions and Billions of touch points. And each one matters. Whether you count each search, each banner ad or even web visits… those are just a drop in the bucket. The majority are really made up of every contact, every human and every conversation where anyone can virtually ask everyone anything about you. Or worse yet, can say anything to anyone at any time about you. And as if it couldn’t get any worse, it can be viewed by anyone in perpetuity. That’s right, indelible digital ink. All touch points are not created equal.
Your customers know everything even before you have started engaging them!
They are 57% through the sales cycle before they talk to you, 70% for complex sales cycle! They are unbelievably informed, very savvy in process and highly fickle. This super consumer has become extremely powerful with a nearly unpredictable purchase path. Their access to virtually any data set coupled with the ability to solve complex comparisons, topped off with the ability to instantly validate any of their decisions with the literal “like”, “thumbs up”, happy face, or click of a button – twitter, FB, Yammer, etc.
So what does it mean to be a Customer Experience Agent (Guru?) Keep posted..more to come in a further post.