Always connected in the net, customers has become more and more demanding. We take it granted for reaching better answers, getting nicer feedback anytime, anywhere, for anything. It is necessary for brands to satisfy this customer needs in every single touch point. Recently, I was impressed with an customer service initiative introduced by a Japanese stationery manufacturer. They have selected a very simple method. Offers a dedicated whatsapp account to respond to the customers, guarantees they would give a feedback on 90% of inquiries in 24 hours at latest. They manually answers, not by bot. I could get an answer to my inquiry in an hour. What an effort and I love it. Everyone knows what today’s technology can do but not all of them are eligible to get the most out of them. Small market, tight budget, short of talents and so on. We have to face each unique constraint and make a decision.

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