Guest Poster: Luke Rees
Luke explores the importance of not only omnichannel alignment but also of considering human-to-human interactions as part of an omnichannel strategy. Also, he does so in British English (recognise), which adds a little European flavor to the blog!
And now, Luke…
The age of digital retail still presents a number of challenges for businesses, and especially for customer service teams. Greater insight into online behaviour means we can understand our customers’ needs in depth – plus, we can track and engage with them in real time. But what about the human touch? It would be a mistake to assume all customer interactions only happen online.
Despite ever growing trends in digital, the best businesses still recognise the value of the human voice. Research from ResponseTap, a call-based marketing automation company, found that 64% of people get frustrated when they are only able to interact with a company online, and 70% find that speaking to an operator on the phone gives them peace of mind and confidence that they are getting exactly what they want.
These findings support the notion that the human voice offers a vital element in the formation of brand identity, as a reassuring and helpful voice helps to develop and strengthen loyalty between business and customer. Life is about human interactions and the business that masters this today, wins.
The Importance of Choice
The main thing marketing in the digital age needs to offer consumers, is choice. Selling has become more informal, sociable, and subject to change, and as a result the customer purchasing path has never been more complex. Read more