Marketing Trends to Improve Your Customers’ Consumption Experience


Customer service is the area in which you can really differentiate yourself from your competitors. More and more brands are using technology and social networks to improve the experience of their customers.

Thanks to this trend we can expect large brands to make efforts to reach and exceed the expectations of their consumers in terms of service. Below we talk about 4 trends to improve customer service through technology.

1. Omni-channel service

You have a problem with a product. You decide to call the company. You are answered by a machine with an endless menu. When you finally get to talk to a human this human communicates with another, and another and another. One of the most frustrating experiences for clients is having to repeat their problem to multiple agents over and over again.

The omni-channel service (through multiple channels) seeks to solve this. The idea is that the company is available to serve customers quickly, efficiently and on multiple platforms, such as Twitter, chat or even video chat.

Although the omni-channel service is not a new idea, it is still in its infancy. The goal is much more than the integration of channels.

Currently clients are not satisfied with simply receiving an answer to their problem. Companies must respond quickly and with relevant information to ensure customer satisfaction.

One of the best examples of this is Zappos, a company that has gained fame due to the efforts they make to please customers. What differentiates them is that Zappos is available to its customers through multiple platforms and offers solutions to customers quickly and consistently.

This strategy generated so much “word of mouth” publicity that the brand became synonymous with good customer service. This translated not only into more clients but also into the desired love of the brand, which is when the clients promote and defend their brand, assuming it as their own.

2. Individualization thanks to the information of the masses

The ability to analyze a large amount of user data has changed the way companies operate and communicate with their customers. Thanks to the processing of mass information brands can give individualized results.

This means being able to offer services and products that the client is more likely to acquire. When brands can anticipate their customers’ needs, they improve their interaction with them.

The low-cost airline Southwest Airlines has managed to offer excellent customer service thanks to continuously obtaining and analyzing information to improve the flight experience. He has recently begun to use language analysis to obtain valuable data from live interactions.

This allows us to explore what customers really feel about the brand and their experience with Southwest compared to the experience with the competition.

3. Artificial intelligence

The development of artificial intelligence has great implications for the customer service industry since, while allowing the business to improve through individually relevant conversations, it also allows the business to improve with automation processes.

The goal is for the most advanced artificial intelligence systems to imitate human decision making in order to respond proactively to each client.

A good example of how this works is Pypestream. This technology startup has created a new messaging app that allows customers to communicate with brands privately and securely.

The conversation is not shared on social networks. Soon Pypestream will be using artificial intelligence to automate routine customer service questions while allowing customers to connect to brands in real time.

4. Taking advantage of chat apps to provide transparent and real-time communication

Great customer service depends greatly on the brand’s ability to communicate with its customers conversationally and in real time. By taking advantage of the perceptions obtained through social analysis and artificial intelligence, brands have the opportunity to obtain feedback and communicate more effectively with their customers. However, brands must evolve the way they communicate with their customers to stay relevant.

It is not enough to offer customer service online and through social networks. Instant messaging has become a dominant form of communication for consumers. This makes it a critical channel for brands. Around 2,500 million people use instant messaging applications (eg WhatsApp), and that number is expected to increase to 10,600 million by 2020.

Despite this, brands have adopted this route very slowly. So far, 90% of consumers report having had bad experiences with instant messaging attention. This only helps to make this channel a field of opportunities for growth and to differentiate from the competition.

How many of these technologies and strategies are you already using in your company?