Research Perspective

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Zendesk 2017

 

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Ensuring Customer Satisfaction in Dynamic Online Markets:

Utilize Technology and Best Practices to Meet Customer Expectations

Changing Customer Expectations

Over the last few years technology has forged notable changes in people’s lives. How people engage with each other has altered thanks to the pervasive influence of the internet as well as the widespread use of mobile devices, social media and text-based apps such as WhatsApp. Inevitably, how they engage with organizations has also changed.

The increased use of mobile devices means people also have grown used to rapid response times and so have become impatient, expecting everything to happen instantly. So when issues arise, customers want organizations to respond in an instant and, importantly, to solve their issue there and then. Organizations that fail to meet these expectations run the risk of negatively impacting customer satisfaction, reducing customer loyalty and losing customers as a result. This is especially true in fast-moving, dynamic markets such as gaming, where those having an issue while playing a game expect that it will be resolved instantly so they can get on with the game.

We summarize these expectations by saying that customers want “EPIC” experiences. First, they want Easy engagement with organizations. Customers want to use the channel and technology of their choice at a time of their choosing and they want that technology to be easy to use. Furthermore, responses should be Personal to customers and relate to their situation and issue. This means responses should be In-context relative to previous interactions and reflect the continuing relationship the customer has with the organization. Finally, customers want responses to be Consistent. In other words, if the customer requests information on one channel, the response should be the same he or she would receive on any other channel. For example, someone playing a game who encounters a problem is likely to raise the issue using a text-based message and is likely to expect an immediate response via text. In addition, if the person has reached out previously to the company about the game, the response to a new request should be in the context of those previous communications.

 
 

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