Delivering an inconsistent brand message leads to confusion and distrust among your clients that is very difficult to recover from. In fact, a 2014 study by McKinsey & Company showed that companies with strong and consistent marketing strategies and tactics outperform those with weak branding by a staggering 20 per cent. Furthermore, a 2013 study by Oracle reported that nine out of ten consumers have switched brands due to a poor customer experience. This tells us that a significant number of companies are failing with their marketing efforts, pushing customers away at a surprising rate.
In today’s fiercely competitive business environment, one of your most important brand foundations is the digital strategy that you use to engage your customers. By emphasising the human touch when you interact with clients, you can foster enduring long-term relationships and gain an edge over your competitors. But how do you achieve this?
Customers can quickly grow frustrated when dealing with organisations that make it difficult to do business with them. And when that happens, a recent report by Accenture shows that 40 per cent will take to social media to voice their complaints and things can quickly spin out of control. This can lead brands straight to the emergency room for life support. It should be no surprise that the majority of consumers today prefer to deal with human beings in order to seek advice or resolve issues. It builds trust and peace of mind.
That’s why it’s vital for your business to focus on human interaction to ensure that your customers can quickly and easily gain access to the quality support and service they need and expect. The good news is that modern technology allows you to combine the essential human touch into every digital experience that you offer to your clients, across all channels.
Every element of your business, from marketing to sales and service, should engage customers with a coherent and consistent digital engagement strategy. Think about your brand interaction in terms of a holistic experience, rather than a set of disparate interactions. This helps to make the customer journey more intimate and compelling.
For example, if your customers can seamlessly transition from a digital interaction on your website, to a human interaction through your contact centre, then this will help to boost your brand loyalty by delivering a satisfying and integrated customer experience. One that is remembered and rewarded.
Likewise, if your business has a physical presence, then prospective customers who have visited your website may be automatically identified via their smartphone as they enter your store. This enables your sales team to approach them directly to discuss the products or services for which they have previously shown an interest.
The balance of power has clearly shifted towards today’s influential consumers who have immense control over where and when they choose to engage and make a purchase. In this environment, the most successful companies will be those that craft a rich and rewarding customer experience that weaves the human touch into every digital engagement. Digital has quickly become a solution for all seasons.