Why so many brands are getting digital customer experience wrong?

As a business entrepreneur I lost count of the number of emails I send & receive in one day. For me it’s one of the most efficient ways to collate and gather information on the run. I also engage on social, read newsletters while waiting on meetings and skim over info whilst I’m sitting in traffic (I know naughty girl right)

Given the change in the way we as consumers interact with brands it baffles me why so many get it wrong.  If I include you in a tweet, I want a response. If I email you, I want a response. If I leave a message on your facebook page, I want a response.

As a consumer I get to demand how I want you to interact with me. Not the other way around. Do you know how many sales businesses lose because they do not respond, or worse still give a form respond that doesn’t actually address a customers concern?  It happens every day!

Listen with your ears (that’s why we have 2 of them), respond quickly and don’t fob me off. That is the quickest way to guarantee I am not going to do business with you. I could name and shame a number of household names right now but I will refrain.

Why spend hundreds of thousands of dollars on advertising campaigns, if you are going to ignore enquiries you get. I just cannot understand it.

Just because someone is reaching out to you on a digital channel doesn’t mean it’s not an important part of the customer experience. In fact, its’ even more important so start investing some budgets on training your social media and customer service teams. If you want to give your customers a good digital experience you need to invest in it.

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How Customers Connect with Brands in the Digital Age and Why More Companies are Going Online

GUEST BLOG by Jess Mackay, Gen Y writer and future author

The popularity and monumental success of online shopping has ultimately changed the way that customers engage with brands in the digital age. The way in which people discover new products and connect with new faces is largely based on a company’s ability to advertise and portray their brand online and attract new ‘followers’. Although the basis of brand to customer engagement has shifted, the basic rules for advertising have remained the same.

Going digital possesses the advantage to reach a larger audience than ever before, whether it be international, national or local, the widespread popularity of social media means there are no limits to where the name and face of your brand can travel. However in order to achieve a brand’s full potential in the digital market, they must know how to engage on a unique and modern platform.

The most effective social networks for customer engagement are sites such as Instagram, Facebook and Twitter. The attribute that these sites have in common is the use of media to engage people. For example: Instagram’s use of photo and video media provide an easy to use and attractive interface that appeals to customers on a visual level. Twitter uses short text statuses and photos to engage customers with a shorter attention span and Facebook combines all of these features to attract 1/6th of the world’s population to their site. 90% of the information processed by our brains is visual and social media make it easier than ever before to share, comment and repost these visuals to other people. Not only do social networks reinvent ‘word of mouth’ but they also present information in a way to people that has created a 60% more chance of online engagement.

More companies are combining traditional and digital marketing in order to reach this ever growing audience and provide the most engaging face of their brand possible. By creating a profile for your company, whether it be on social media or online, going digital means the ability to design a unique website layout, post updates to your existing clients and attract new customers, develop a name for your brand and ultimately engage your desired audience on a visual level.

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