<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=115947012324706&amp;ev=PageView&amp;noscript=1">

We're in the Age of the Customer

Hanna Walther, Ytel |  

The Internet continues to give the customer more instantaneous choices than ever, and this prerogative continues to grow. Moving forward, no business will survive that does not place customer service at the head of its priority list, regardless of product quality or any other advantages. Companies that refuse to bring their brands forward into the digital space with a customer-first policy will find themselves falling behind, losing market share as well, regardless of previous dominance.

The Age of the Customer - What this means for your business

The Internet continues to give the customer more instantaneous choices than ever, and this prerogative continues to grow. Moving forward, no business will survive that does not place customer service at the head of its priority list, regardless of product quality or any other advantages. Companies that refuse to bring their brands forward into the digital space with a customer-first policy will find themselves falling behind, losing market share as well, regardless of previous dominance.

The latest example of the above scenario; Vine, once the social media darling of the Internet. Its 6 second videos were re-looped trillions of times and made superstars out of thousands of bedroom content producers. However, recently Vine was plagued by a lack of customer service and increasing competition, along with mismanagement from its parent company, Twitter.

What does this mean for your business? Let's take a look.

More Personalization

The Internet makes our lives more connected to computers every day. However, customers expect more personalized service from this perceived "disconnect," not less. Use new technologies in a way that will bring you closer to your audience more quickly, and always consider their needs a priority.

For example, 72% of people surveyed expect an answer from a company that it writes to on Twitter within an hour of the original post. 90% of companies expect a company representative to answer Facebook queries. Only 25% do, which is why most Facebook Pages never get off the ground. Two-way communication is the first and best way to prioritize personalization in the Age of the Customer.

Reviews MatterYelp now has a partnership with all three of the major search engines (Google, Bing and Yahoo) to prioritize reviews in search results. The algorithm for Google has the ability to discern a negative review from a positive one and change the search results of a company accordingly. With this kind of power in the hands of your customers, you need to monitor how people are talking about your business online.

Don't hesitate to start a review campaign with the customers that you have built up a positive relationship with. There's nothing wrong with offering incentives to customers who review your product or brand, as long as you are offering your rewards for reviews in general, and not telling them what to say.

Positive reviews mean higher priority in the major search engines and a much higher ROI on your online marketing efforts.

Remarketing and Upselling

In the Age of the Customer, you have the capacity to benevolently and anonymously "stalk" your prospective customers online using remarketing techniques. Remarketing gives your ads priority once a customer clicks on your site and moves away. These ads are placed innocuously, and your customer will never know that you initiated the strategy.

Also important is the ability to reduce the bounce rate of your site and upsell on various other products while a customer is there. Using technology is a great way to upsell your current products - read more here!

Upselling uses the short attention span of today's generation in your favor - just as people are willing to click away quickly from sites that do not interest them, they are also quite willing to drop almost 80% that they had initially intended to spend because of the same lack of attention. Upselling also helps retention, believe it or not, so don't be afraid to sell more once your customer has expressed interest by opening his wallet!

New Call-to-action

Subscribe now to receive relevant and informative content to your inbox!

About The Author

Hanna Walther, Ytel

Follow me on Linkedin

Hanna manages Ytel's Communications strategy and has worked in Marketing for five years. She has a Master's in Communications and is passionate about connecting customers and businesses by building authentic relationships online.


Like this post? Share your thoughts

New Call-to-action

Content Partners