When we say we’re in the Age of the Customer, it means that today the customer is in the driver’s seat. The power in the relationship has shifted away from the organization to the customer.
Nowadays, thanks to the internet and social media, customers are networked and connected, and their influence is continuously increasing. Reading up on reviews and ratings has become a critical part of a consumer buying process. Social media allows customers to connect with brands and share their experiences. A bad customer experience can quickly go viral on social media and can cause an organization a lot of damage.
Customers want exceptional experiences that include:
- Relevant offers and consistent messaging
- High-quality customer service that is individualized and fast
- The ability to jump channels and devices at any point in the journey
- Their needs anticipated and their expectations exceeded
You can only accomplish this if you have access to every data point, in one holistic profile, that makes up each and every customer.
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