In 2016 we listen (better) to our customers: 5 trends
Posted: Sat Jan 18, 2025 10:51 am
Sinterklaas has returned to Spain, Christmas trees are eager to take over our living rooms and it is cold outside. In short: 2016 is approaching. Time to look ahead and highlight a few online communication trends for the new year. I will discuss 5 in which online target group research plays a role.
Trend 1: Increase in digital customer interaction
We have known for a long time that customers increasingly want to arrange their affairs themselves and online. This is expected to increase even more in 2016. Digital contact (in the form of e-mail, web chat, social media and self-service channels) will take over voice-based (customer) contact (telephone and face-to-face) within 2 years. This is reported by Dimension Data in a Benchmark report . Dimension Data is a global market leader in the delivery and management of IT infrastructure solutions and services. They conducted worldwide research into contact centres and the way their customers use them. Customers call customer service less and less often. They much prefer to ask their question via a digital channel. Worldwide, web chat and social media are the most used channels among people under 40.
Globally, web chat and social media are the most used channels among people under 40.
The pressure on telephone customer service is decreasing. Digital customer relations and interactions are therefore becoming even more important. This forces organizations to have the netherlands telegram number list use and mutual connection of digital channels in order. Not only between (their own) online channels, but also between online and offline. In short: an optimal design and coordination of the media mix is essential. Customers have (increasingly) the need for an integrated experience in an omnichannel environment. And that environment is not only online. Customers want more than just access to multiple ways to get in touch with an organization: they expect an effective and efficient path of different channels that seamlessly connect to each other and that are easy to use.
Trend 2: The importance of the customer journey is increasing
Never before has knowing the customer journey of your own customers been so important. For an optimal design and coordination of your channels, it is necessary to put the customer first. Only in this way can you coordinate the resources to the optimal mix and thus create the seamless, effective and efficient customer experience. And that makes for happy customers.
There are many ways to map the customer journey . In my experience, literally having a conversation with your target group yields the best results. Talk to the customer, conduct in-depth interviews and organize focus groups. Ask the customer about their experiences with your organization. What makes customers happy and what could be improved? Why did they choose your organization? What makes them happy and what irritates them? Then, identify the different stages (for example, when purchasing a product) that your target group goes through and see where the touchpoints (at which points/at which steps does the customer come into contact with the organization) of your organization are and discuss with your team members where you can make improvements to the customer experience.
Trend 1: Increase in digital customer interaction
We have known for a long time that customers increasingly want to arrange their affairs themselves and online. This is expected to increase even more in 2016. Digital contact (in the form of e-mail, web chat, social media and self-service channels) will take over voice-based (customer) contact (telephone and face-to-face) within 2 years. This is reported by Dimension Data in a Benchmark report . Dimension Data is a global market leader in the delivery and management of IT infrastructure solutions and services. They conducted worldwide research into contact centres and the way their customers use them. Customers call customer service less and less often. They much prefer to ask their question via a digital channel. Worldwide, web chat and social media are the most used channels among people under 40.
Globally, web chat and social media are the most used channels among people under 40.
The pressure on telephone customer service is decreasing. Digital customer relations and interactions are therefore becoming even more important. This forces organizations to have the netherlands telegram number list use and mutual connection of digital channels in order. Not only between (their own) online channels, but also between online and offline. In short: an optimal design and coordination of the media mix is essential. Customers have (increasingly) the need for an integrated experience in an omnichannel environment. And that environment is not only online. Customers want more than just access to multiple ways to get in touch with an organization: they expect an effective and efficient path of different channels that seamlessly connect to each other and that are easy to use.
Trend 2: The importance of the customer journey is increasing
Never before has knowing the customer journey of your own customers been so important. For an optimal design and coordination of your channels, it is necessary to put the customer first. Only in this way can you coordinate the resources to the optimal mix and thus create the seamless, effective and efficient customer experience. And that makes for happy customers.
There are many ways to map the customer journey . In my experience, literally having a conversation with your target group yields the best results. Talk to the customer, conduct in-depth interviews and organize focus groups. Ask the customer about their experiences with your organization. What makes customers happy and what could be improved? Why did they choose your organization? What makes them happy and what irritates them? Then, identify the different stages (for example, when purchasing a product) that your target group goes through and see where the touchpoints (at which points/at which steps does the customer come into contact with the organization) of your organization are and discuss with your team members where you can make improvements to the customer experience.