Marije Gould, Vice President of Marketing EMEA, Verint Systems
Consumers today are engaging with brands and processing content in more varied ways than ever before, largely due to the “multi-device phenomenon” we have seen developing in recent years. Typically when we watch TV, we now also browse the internet, shop on smartphones or chat with our friends via social networks at the same time. In fact, recent research by Nielsen found that nearly half of smartphone and tablet owners use their devices as second screens while watching TV1 on a daily basis. This shift in content consumption offers a huge opportunity for brands and businesses to engage more frequently with consumers across multiple channels. However, it also gives rise to the question of how best to keep the user experience consistent and personalised, regardless of the medium used.
Understanding your audience
In order to deliver a streamlined and consistent experience, a customer centric approach is essential. Communication is a two-way process and while the rise of multi-screen consumption has created new opportunities for organisations to connect with potential customers, it has also significantly increased the number of ways that customers can engage with organisations. With so many communication channels now available, organisations must ensure they are listening to their customers across all of them – be it phone, web, chat, email or otherwise – and use the insights uncovered to continuously improve and personalise the customer experience they provide. A recent study by Verint2 highlighted a strong link between the amount of attention customers receive and how valued they feel by the organisation. The research also revealed that a significant percentage of customers, if engaged effectively with via relevant channels, can quickly become active Brand Champions.
Getting to grips with technology
Using data driven analytics to understand their customers’ interactions businesses will be better equipped to target their campaigns more effectively and drive higher returns. For example, if a customer indicates that they would prefer to receive offers or promotions via phone or email, it is important to focus communications on these preferred channels, ensuring that they feel respected and valued and ultimately drive revenue
Successful businesses are built on a loyal customer base and consistently delivering excellent service is paramount if repeat custom is to be achieved. Both front and back office staff should be well equipped to process orders quickly and handle customer queries efficiently and competently. Having the right technology in place is fundamental to the success of this. Organisations should ensure their systems give front-line staff visibility of customer information, notes, interactions, call logs and feedback – across all the channels the customer chooses to use. Doing so will make it easier for staff to quickly understand issues as they arise, cutting down their response times and improving the service provided.
Riding the social media wave
In a digital age where information can be accessed on multiple devices, naturally the use of social media platforms has dramatically increased. Customers now have the means to air their views (both positive and negative) on a host of social networks at the touch of a button, from wherever they are. In response to this, brands are increasingly dedicating entire digitally focused customer service teams to monitor and engage with customers on these platforms.
With this increased frequency of interaction, brands must be agile enough to communicate effectively and confidently with consumers in real-time. An additional Nielsen report3 claims that 39% of customers use their tablets to research products they just saw on TV. This means that an informed customer service team, which is plugged into the wider marketing activity of the organisation, can pre-empt and prepare for customer enquiries on the product. Following up successful transactions with short surveys to quickly capture feedback in real time can also help to give accurate insight into business performance as perceived by the customer.
The multi-screen phenomenon has dramatically changed consumer behaviour. Whilst creating huge opportunities, it has also presented huge challenges for organisations to get to grips with. Those that embrace this shift will lead this small screen revolution, and with 91% of adults keeping their mobile devices within arm’s reach at all times4 this has never been so important. So get organised, understand your customers’ behaviour, restructure your back office, prioritise the multichannel experience and watch your business grow.
Marije Gould
Marije Gould is the Vice President of Marketing EMEA at Verint Systems UK. Marije is responsible for the Enterprise and Video Intelligence Solutions marketing across the EMEA region. Her role consists of developing EMEA marketing strategies, communications, demand generation and driving awareness of Verint throughout the region. Marije was born in the Netherlands and has lived in England since 1997. She gained an MA in Management and Organisation and has more than 15 years of experience in technology marketing. Previous roles include Global Vice President of Marketing at Tandberg Data, Director of Corporate Marketing at Tandberg Data and Chair Woman of the RDX Alliance.