Most organisations are simply not delivering enough online value to sustain consumer loyalty
Consumers are becoming increasingly unhappy with the online experience offered by most major organisations, and are now looking for improvements in six key areas in exchange for their continued loyalty.
Today¹s online consumers feel that despite providing more and more personal data, and having every single mouse click tracked online - organisations are providing them with very little in return.
Today¹s consumers have increasingly sophisticated online requirements, engaging with a range of different Web services and using a number of separate access devices during the course of a typical day. Businesses have to understand that, as individual consumers, we really don¹t care about different channels and CRM systems, we just want to get things done.
That means websites that recognise who we are, provide us with a dynamic online experience, and make sure that we get a consistent service regardless of the device or channel we¹re using.
If businesses are to retain customer loyalty, they need to successfully close the gap between consumer Web expectations and actual delivery during 2010. We believe there are six specific areas that need addressing:
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Better customer engagement moving away from impersonal, static websites and using innovative approaches to engage and win over customers. Key techniques here will include driving sales through personalised offers based on user preferences, past behavior and similar customer activities
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More personalised and contextualised service this really shouldn¹t be too much of a surprise, yet it¹s an area that organisations continually fail to deliver online. We all want to be treated as individuals, we want to be recognised online, and we want our previous interactions to be remembered.
In short, businesses need to get their CRM systems working online
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Inspiring conversations around content if customers love your service they quickly become your best advocates. By integrating your online operations with leading social networks such as Facebook, and encouraging the development of custom communities, you can really start to leverage the power of social networking to support your Web activities
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Placing the mobile Web at the heart of the customer experience we all carry our mobile phones, yet for many organisations the mobile Web channel is often treated as an afterthought. Placing the mobile Web at the centre of your online business strategy will not only support consumers, but also encourage them to engage much more frequently
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Encourage Self Service consumers hate waiting to be served to solve this, make your services available online, or even encourage customers to self-serve through expert communities that can quickly provide answers to common queries
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Supporting today¹s multi-touchpoint world customers want to engage with you on their terms. As a business your challenge will be to deliver a consistent and engaging online experience and service continuity across a range of different channels, whether it¹s the contact center, the Web, mobile phones, IM or InternetTV. Whatever the channel - you need to be ready
Rene Hermes, Marketing VP at CoreMedia
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