Over the last ten years the internet has changed the way most of us do business or indeed are a customer, and we are still very much at an early stage in the evolution of what we currently term the web. It may seem hard to imagine but the next decade will see even greater change, but this time driven as customer service catches up to technology with the advent of Customer Experience Management (CXM) replacing or laying on top of existing CRM systems.
CXM will aid large corporations achieve a high level of customer care that many of which have previously been unknown for, almost anticipating a customer’s needs and listening to their feedback when they have issues by way of VoC, feedback schemes and other contact at customer touchpoints. This is in stark contrast to the first decade of the mass adoption of the internet, when many businesses sought to almost hide behind their websites when customers wanted to make contact. As customers chased purchased products or were seeking to make a complaint, they trawled around websites in vain looking for a telephone number or even just an email address to make a follow-up enquiry. A ridiculous practice when we look back now, akin to a bricks and mortar shopkeeper jumping behind the counter of his store and turning off the lights if he believed a customer might be on their way back to return goods.
If you are running a business in the approaching new age of customer care then the message is simple, now the world has gone online and you no longer see your customers, you better start listening to them. If you don’t listen to your customers your competitors surely will, and would be more than happy to fulfil their needs. For small businesses not able to employ such complex CXM technology they will have to become a beacon of personal service, getting to know their customers like a local shopkeeper might have done fifty years ago. For the customer this is all good news, and marks a welcome shift away from the frustration of dealing with companies that sometimes didn’t even previously pay lip service to customer care.