Customers 2.0: how companies can adapt to new market demands

In 2022, consumers expect an ever more personalized, simple and less restrictive service, especially when after-sales intervention is necessary.

In the era of all-digital, everything-on-demand, immediate response and online advice available at any time of the day and night, customer requirements have evolved. To stay competitive, companies need to take note of these changes.

In the customer relationship, in particular after sales, the processing of requests for information, services or interventions must be optimised. Whether it is a salesperson who informs his customers of the status of their purchases, or a professional who travels to their home to repair equipment, expectations are increasingly high and the commercial success of a company depends entirely on its ability to respond to them as soon as possible.

In the facts, 74% of consumers base their purchase decision on a single interaction with the company. This customer journey is therefore the keystone for the company. Providing more control and visibility over the entirety of that experience will not only ensure consumer satisfaction, but also brand loyalty.

Leaving control to the customer

Consumers today expect an ever more personalized, simple and less restrictive service, especially when after-sales intervention is necessary.

Customer portals make it easy to register these requests, schedule visits, the ability to add photos, reviews, questions, or simply link their request to their purchase history, their pre-recorded contact details as well as any other information related to the product or its use.

Through this, companies give the customer the freedom to take ownership of the service journey and stay informed. Self-service access is a must-have for delivering a successful experience, and customers now expect a company’s website to include this functionality.

Intervene remotely

During the Covid-related confinement periods, many companies have developed online communication channels to provide remote assistance, for example through a virtual advisor. Previously, the exchange was done by telephone, sometimes with difficulty. Now customers expect more, and businesses now have the technology to deliver next-level, remote support. The tools provided by artificial intelligence (AI) and augmented reality (AR) allow technicians and other professionals to connect with their customers by video and to accompany them step by step in their efforts.

Provide transparency

As customers seek greater control over their service experiences through self-service platforms and contactless technology, it is important to provide visibility into the process of planning and fulfilling service requests.

Ensuring that the most qualified professional to solve a technical problem arrives on site quickly, and with the necessary equipment, will increase the first-time repair rate. A geolocation system for technicians, taking into account traffic data, will offer even greater certainty and peace of mind to the customer.

While the level of service from on-site technicians is imperative to customer satisfaction, the service experience extends far beyond the visit itself. Once the technician leaves, it’s important to assess customer satisfaction and address customer feedback and comments to keep moving forward. This transparency provides visibility across the entire service cycle and improves customer relations.

Stay one step ahead

By implementing technologies and business strategies that align with ever-changing customer demands, field service providers can stay ahead of new expectations. Through increased connection and communication with customers, businesses can build brand loyalty, even as the industry changes.

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Customers 2.0: how companies can adapt to new market demands

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