The following is a guest blog written by Amit Shankardass, Executive Vice President of Marketing for Teleperformance. Learn more about Teleperformance by visiting their website.
Sometimes the world moves so quickly that it is difficult to see which changes and developments are really important. Progress just happens and we often forget how things used to happen, even in the recent past. How customers relate to brands is just one example of an area of business that is moving faster now more than ever, especially in terms of how the customer experience shapes how customers feel about brands and companies.
In order to predict the future, it’s impossible to just extrapolate from the past, but it’s possible to step back from the rapid change, to take stock and evaluate just what has changed. With a deeper understanding of what has changed the customer experience and why, it is easier to understand how customer interactions may change in the coming years.
The industry analyst Gartner recently published a research paper suggesting that 89% of the companies surveyed are now competing with the customer experience as a key differentiator. Managing the customer experience has become the single most important task for executive managers, now with a higher priority than other traditional areas of focus, such as reducing costs or increasing revenue.
Why has this happened?
The simple answer to this is that the way customers communicate has changed in a short period of time. Two specific innovations arguably made the largest impact on mobile Internet access: (1) launch of the Apple iPhone in 2007 and (2) rise in popularity of online social networks. Customers are now comfortable publishing their views on products and services for the consumption of friends, family members, and followers, and they have immediate access to prices, reviews, and the ability to make purchases 24/7.
How did this happen?