It's no secret to anyone running an online business that customers are hard to read — and even harder to keep. And everyone knows, the only thing more costly than finding new customers is losing those you have.
This truth is borne out no matter what level of Web customer your company deals with most. Whether it's the highest level Concierge-Class customer, who demands a significant amount of individualized attention, proactive anticipation, and a great deal of personalized touch; or the mid-level Web-Class customer, who is simply looking for a comprehensive enough online experience to continue operating self-sufficiently, and who is quite happy to remain fairly anonymous, so long as his or her needs are readily met and questions are easily answered; or, finally, the at-risk Loss-Class customer, who, for lack of attention, is at the edge of satisfaction and will be lost if you don't do something drastic to elevate his or her low expectations and enhance their actual experiences.
Regardless of where on the class continuum customers happen to reside, we can all agree that in our highly competitive fields, the need to hang onto each one of them is a paramount concern.
When you strip the issue of all complications, sophisticated theories and, essentially, overthinking — and if your product quality and pricing are at parity with market demand — the bottom line cause for customer attrition always funnels down to the same root cause: customers feeling you don't know or understand them and, therefore, cannot meet their needs. And when you've convinced a customer of this damaging fact through consistently mediocre and interrupted engagement, it is difficult to change that opinion and even harder to keep them from sharing it.
This is precisely why implementing an omnichannel context-based customer engagement platform can be so impactful a solution. Because few other customer contact technologies are as equally effective and able to meet or exceed the diverse expectations of ALL classes of customers in your base — let alone one that offers the communication methods they prefer utilizing, not you. Think about it. One highly versatile omnichannel service technology enhancement — conveniently residing in whatever native system you and your customers are already familiar with — and able to manage every interaction requirement or challenge no matter the class of customer. That would be a powerful tool.
In part two of this series, I will address each of the three classes of customers in the continuum — the Concierge-Class, the Web-Class and the Loss-Class customer — and explore how implementing a versatile omnichannel customer engagement platform can provide the tools to offer each class of customer precisely the service and experience they require. Be sure to come.