How to stay up with the new generation of customers?

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Every company’s primary goal is to satisfy its customers. Not only the product, but also customer service in terms of communication, complaint resolution, and feedback is becoming increasingly important.

It necessitates that we are aware of their preferences, which have shifted dramatically in the recent decade. Whereas in the past, elements such as a retailer’s or salesperson’s ability to hard-sell a product were typically the decisive factor in a customer’s view, we now live in an era where customers have become savvier, product and quality concerned.

These are also the buyers who are propelling India’s D2C boom. The pandemic accelerated the trend, with more businesses jumping on board the D2C bandwagon in 2020. Many brands had an over 88 percent increase in demand in 2020 compared to the previous year, which was quite encouraging. Brands can now reach out to consumers directly like never before, thanks to improved internet access and increasingly interactive tech platforms.

However, with the rise of embedded technologies such as artificial intelligence (AI) and highly interactive platforms, brands are under increasing pressure to keep up with technological advancements. The focus now is on implementing technology that combines efficiency and individualized service to increase client engagement.

Today, no business can afford to neglect popular technological platforms such as interactive websites and social media. To reach out to new consumers, share catalogues, or portfolios, messaging systems such as chats, WhatsApp, or Facebook messenger are used. Initial communication is established via SMS or WhatsApp messages, informing the customer of their order ID or tracking number.

Apart from advertising and marketing, social media sites such as Facebook are essential for keeping in touch with current and potential clients. These platforms can be used to create communities, notify customers about new products, and resolve customer problems.

With today’s many communication channels, it’s just as crucial to ensuring a consistent experience across all of them. Customers nowadays, for example, want their interactions to be one-way from the time they make an order to the resolution of any issues they may have. For example, if customers reached out via chat, they expect the follow-up phone agent to be familiar with their previous interactions.

All channels are connected in an omnichannel strategy, merging all client interactions into a single system that the service representative can access instantaneously. The service person benefits from having access to the whole client history, which ensures a smooth experience for the customer.

The digitalization of customer experience is only consistent with the current digital-only strategy. While it aids in resource optimization, it can also be a useful tool for data collection and analysis. It has the potential to provide us with significant quantitative and qualitative insights into client behaviour, allowing us to improve our products and services further.

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