According to O2 in a recent article by T3 Magazine, talking is now the 5th most important activity on the modern smartphone after Web browsing, social networking, app usage and listening to music. Emailing and texting are further down the pecking order until we round out the top 10 with media pursuits such as videos, TV and taking photos. Wow!
Web browsing with social networking activities, now takes up nearly double the daily call usage at 25 minutes, as the humble phone has been transformed into a modern-day ‘digital swiss army knife’ replacing watches, cameras, games consoles and books.
Food for thought. Where might that take our customer and channel strategy?
- Does my call centre look fat in this?
A review of proposed call centre infrastructure, resourcing, CRM systems and IVR investment plans may make sense
- Should I focus on ‘tweets or seats’ to drive loyalty and retention?
Consideration that social sentiment is evolving beyond ‘brand awareness’ and stands on the cusp of becoming a sales channel of choice. Do we focus on increasing our highly trained customer teams and corresponding physical channels throughout the sales cycle or, on increasingly automated, multi-format Big Data strategies to operate in a lean fashion given the economic conditions? It’s becoming a cat and mouse game for social design.
- Physical to Digital or Digital to Physical Pipeline Focus?
Should I be asking people over the phone to ‘browse the website for details’ or, should I be asking my social media community to call when they are ready to physically interact? How might the cross-sell/up-sell process differ if we treat digital interactions as king? Maybe Amazon has the right strategy not only for the mass market of today but for the niche market of tomorrow.
So, how can we effectively service our customers as physical interactions continue to decline?
It raises the following strategic possibilities in my mind. We need to:
- Ensure our customer profile is automatically ‘golden’ to counteract the fact that physical touchpoints will continue to decline. The Amazon factor where Big Data acquisition is king.
- Be more effective at tracking digital channel events to better understand our customer interests, sentiment and transaction immanency thereby increasing our cross-sell and up-sell opportunities or in short we need the Holy Grail of Information Management to become an increasing reality.
- Consider that Social sentiment is likely to become a key driver in customer loyalty and retention battles of the future. We need to adapt our processes, customer interactions and information assets to compete
- Effectively manage the constraint that expanding our customer profile digitally against a backdrop of data privacy and client confidentiality may well become the standoff of the decade. (Seen a ‘Dear Web User, do you accept Cookies Y/N?’ message recently?)
Failure to consider this changing world of customer interaction, could have your clients indulging in the 4th most popular smartphone pastime; listening to their music. The question is, will they be humming along to ‘I feel good’ or drumming incessantly to ‘I can’t get no satisfaction’?
Time will tell….