When push comes to shove customer care is all about being able to pivot with your customer’s ever-changing expectations. And with customer care expectations rising to the level of importance that they currently stand at, it’s in a company’s best interest to spend more time making sure its service capability is in alignment with its customers’ needs.
For instance, a recent article from Forbes Insights sheds light on the importance of remaining sensitive to differences in demographic preferences. In fact, the article states that while L.L. Bean was ranked the best in customer service by a broad group of consumers, a survey of only millennials revealed different results. Millennials revealed that they prefer service provided by brands like Amazon, Victoria’s Secret, Best Buy, Nordstrom and Macy’s. The reason for these varied results is that the brands millennials prefer have strong multichannel objectives. In other words, multichannel customer care is a top necessity when serving millennials.
But meeting your customers’ expectations goes beyond just offering the right types of communication methods, it also requires you to go above and beyond to satisfy their customers and provide a memorable experience for everyone.
For example, you’ve likely heard the story about Morton’s Steakhouse taking an order over a tweet. The employees of this restaurant truly went the extra mile when they fulfilled author and business consultant Peter Shanknman’s joking request to have a steak waiting for him at the airport when his flight landed. To Shankman’s surprise his tweet came across the restaurant chain’s radar and they, indeed, had a meal waiting for him when he landed. Now that’s what caring for your customers looks like.
So if your customers want multichannel communications, then implement them. If your customers want a steak, so to speak, deliver it to them even if they don’t expect it—that’s how you’ll really make the most impact.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.