It is often observed that many organizations today are significantly active when it comes to their messaging service. Unlike before, consumers today usually don’t complain about being put on hold or the operator taking forever to connect them to the person in charge. With the new evolved connectivity aspect covered, there appears anomaly at the brim.
Even though the response is received within seconds, not much improvement has been noted in the trouble-shooting aspect of the consumer query or concern. This is mostly due to the lack of customer intimacy that is prevalent in a lot of customer-intensive organizations in the modern corporate landscape.
Tactically, customer intimacy constitutes segmenting and targeting specific parts of the market and subsequently tailoring solutions to those individual segments. It involves making decisions regarding customer interactions based on the customer’s lifetime value and not just the value of the current transaction. It is highly associated with prioritizing the customer needs first and foremost. The marketing, sales and customer representatives must all consider the entire customer experience and journey while engaging with them.
A significant part of the customer intimacy story depends on the customer’s past positive experience with the brand. The brand needs to ensure that the customer will be predisposed to have a favorable consideration of it. In order to achieve the greater customer intimacy brands need to up their game. They need to maintain the focus on resolving the customer’s issue and not sweat over marketing or selling to them while ensuring that they are provided with the right product or answer for the transaction value paid by them. Additionally, the brand must focus on quantifying and increasing customer lifetime value and loyalty.
