Marketing in the age of the impatient customer
In 2018, consumers demand lightning-quick service, but they also want it personalised. It’s a contradiction businesses need to conquer if they’re to find success online
“Customer experience” can sometimes seem like one of those industry terms that doesn’t have all that much relevance to the average consumer’s life, but, as Sitecore’s digital experience specialist Rebecca Mangan points out, most of us have had a bad experience as a customer. Even her.
Ensuring that customers feel valued, and not just a number, is often the key to converting interest into sales online
“I signed up for a credit card the other day and entered my frequent flyer number into the online application,” she explains. “But then a few days later I received an email asking me for those details again. I thought, ‘I’ve already done this’ but the only call to action was a phone number.” After the usual faff of muddling through pressing the right number and waiting in line, the operator told her they did, in fact, have all her information from the first online application.
Written off your vehicle in Victoria? Go to the Vic Roads website and it will tell you to call it call centre. After waiting on hold for 20 mins the call consultant will tell you where to download the form from the website.