Meet the demands of the new breed of consumer
BUSINESSBy BiztechAfrica - Sept. 3, 2012, 12:04 p.m.
By Ian Goss-Ross, CEO at Elingo
Social media and mobility have irrevocably changed the customer service playing field, delivering new modes of communication that consumers now expect across the board – both socially and when interacting with brands. They want easy access to information, instant answers, and a choice in how they communicate with brands. And rightly so – after all, if they can communicate with a world of contacts from a mobile device, they should be able to do so with the companies they support too.
Forward-thinking enterprises are moving to meet this demand by delivering applications that make it possible for customers to interact with companies anywhere, in any way they choose.
With the world fast moving to smartphones, interaction between enterprises and customers must be available in a smartphone-friendly format.
But delivering on these expectations has not been easy for enterprises. Rolling out mobile applications that allow customers to access information instantly and interact in a range of ways - from video chat to texting - and to do so in a way that enhances customer experience rather than frustrates them, has been challenging.
There have been issues such as the cost and quality of bandwidth. The bandwidth situation may have changed, but complexity remains in developing a mobile application that meets a company’s needs to enable mobile customer interactions, in a way the customer finds convenient to use.
Traditionally, if you wanted a mobile application that could be downloaded to a customer’s handset and used for interaction with your enterprise, you had to partner with a development house. The downside of this is that it can prove costly, time-consuming and the company commissioning the application seldom has full control over the application. In addition, integrating the app with existing enterprise and contact centre systems can prove to be a headache.
Once these hurdles are past, the benefits for the enterprise are unlimited. Mobile interfaces with customers deliver more than 24/7 interaction and a better customer experience – they also deliver valuable information about customers in a way that has never been possible before.
Enterprises can run snap surveys, track what channels customers prefer, which features they prefer, endpoints they commonly use and even gather geographical information about customers that ultimately translates into better customer experience and a healthier bottom line for the business.
While integrating geolocation features into the overall customer service system could raise privacy issues, it’s likely that the potential benefits would outweigh concerns among customers that they are ‘being followed’. Imagine, for example, an insurance company has a mobile app for interfacing with its clients. Should the customer have an accident and want to file a claim, an effective mobile app would not only allow them to access their policy information and contact a claims representative in a simple step or two; it would also allow the insurance firm to determine exactly where the client was at the time of the accident. Photos of the scene could also be uploaded to the insurance company from the mobile device. And all of the information gathered could be automatically integrated into the enterprise systems, delivering a complete picture for the insurance firm.
This paves the way for a new breed of solution that meets both the demands of the new breed of consumer and the enterprise’s need for ease of use, full integration, security and ever-more information about customers.
What the customer should see is an easy-to-use app that does not require frequent updates and bandwidth-hungry downloads. The customer should have to download an app just once. If updates take place, they should be on the server, and simply be visible next time the customer uses the app. Logging in needs to be kept simple too.
A positive customer experience is becoming the key differentiator in business – and this applies to the way interaction tools are supplied too. If you make it difficult for customers to interact with you – they won’t.
The next generation of server-based customer interaction solutions will deliver agility, full integration with enterprise systems, allow reporting on all forms of multimedia and put control back into the hands of the enterprise. They will allow enterprises to react quickly to market changes; and will complement existing contact centre interaction tools to help deliver a complete picture of the customer base and its interaction with the enterprise.
In South Africa, many companies are still missing opportunities to deliver new user experiences and gather a goldmine of valuable customer information. It’s time to move forward and deliver on new expectations.
MORE BUSINESS NEWS
Software AG powers up partnerships in 2014Software AG has finalised its 2014 partner programme, aiming to create new growth opportunities. Read More
Qrent opens offices in TanzaniaQrent, a fully fledged division of InnoVent Rental and Asset Management Solutions, has opened an office in Tanzania. Read More
Axiologix completes acquisition of iWorld ServicesAxiologix has completed the acquisition of iWorld Services, which delivers retail and wholesale VoIP services, products, and advanced web applications and software tools targeting high growth emerging markets. Read More
African economies on growth curve: reportIn contrast to the rest of the world’s sluggish progress, African economies stand out for their high rates of growth and the effusive confidence they inspire, according to a new report. Read More
NITRA seeks collaboration with regulator, operatorsThe Nigerian Information Technology Reporters Association has called on the industry regulators and ICT players to partner with the association to strengthen industry. Read More
BT accelerates African growthBT has announced a new phase of investments into the rapidly growing economies of Asia Pacific, Turkey, the Middle East and Africa (AMEA) with the objective of accelerating its expansion in high growth markets. Read More
Flexenclosure delivers turnkey data centre to AngolaFlexenclosure has received a large order from ACS Angola Comunicações e Sistemas, one of Angola’s main suppliers of IT solutions and corporate network connectivity. Read More
A new approach to outsourcing in the changed economyIn a newly shaped landscape, a new set of challenges emerges for outsourcing service providers, says T-Systems. Read More
Energy finds in Africa highlight shifts in sector - DHL reportThe recent oil and gas finds in Africa will continue to have a positive impact on local economies, if local African suppliers, service providers and other businesses are geared up to service this growth. Read More
FEATURED STORYGaming app introduces investors to trading
A new virtual stock market app is equipping would-be investors with the skills they need to trade.
BEST READ NEWS
IN DEPTHCorporate cyber security threats of the year
91% of organisations polled suffered a cyber-attack at least once in the past year, says Kaspersky Lab in its security review of 2013.
COMPANY NEWSSamsung, 49M embark on consumer educational drive
Samsung Electronics South Africa has announced a national consumer education campaign in support of the 49M initiative, offering practical actions to save energy in daily life.