“From Ergo’s perspective, an incredible customer experience is the ultimate goal of every organisation that we’re working with at the moment. As customers, all of us are presented with easily accessible options to engage with brands, through mobiles and through the internet, but the downside of that is that you only have seconds to engage with a brand.” “If it doesn’t catch you in three seconds, the customer has moved to the next one. It has to be really aligned to your values and your needs or you’ll move to the next line on Google.”
Pollock agrees that utilising social media to talk to the client instead of at them makes a difference. “The key is getting feedback. People complain and they use Twitter to do it. That’s the information that you need to be getting,” “Bad news spreads very quickly. Twitter is great to use from a customer service perspective, just to acknowledge complaints. It’s using the technology in an intelligent way.”
“It’s such an interesting time to be in this business because loads of our clients are now starting to talk about Internet of Things, VR, augmented reality and the reason they’re doing it is because they want to gain a competitive advantage over their competitors.” “It’s a real opportunity to start to disrupt in the market, because some of the big players aren’t really doing anything in this space at the moment, so there’s a very short space of time where we have the opportunity to be noticed and there’s PR around that as well.”
She said that the value of certain technologies to a business will depend on what industry the business is in. Retail, for example, is seeing the advantages of IoT, making installing beacons worthy of the expense. “Particularly with IoT, there’s so many things you can do with beacons and it’s not a huge expense, but the benefits and the impact to the customer is huge. For instance, you can do it for things like queue times, a beacon will detect how many people are standing in a queue and as a result of that another lane might open. It’s making your experience easier and quicker and giving more information.”
Ultimately, it’s important that the customer experience remains at the forefront — not the technology. While some businesses might get wrapped up in the need for the latest and greatest, the benefits associated are only as far as the customer’s experience is improved.
“No matter what type of industry you’re in, you need to move away from making decisions based on technology, and make them based on what your customer wants and needs,” said Pollack. “You need to be agile, responsive and quick to market to ensure your brand stays out there and to encourage loyalty and become a disrupter.”
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