Linkedin Article: Future-Ready

Article 1 – The After-Sales Ecosystem – Key to define future of brand success

(Adapted from Forbes India, Published on February 19, 2021) 

Gaining a new customer because of the quality product is simpler than retaining a loyal one. Brands need to embrace the dynamic evolution of efforts to satisfy a faithful one

“It takes months to find a customer, seconds to lose one”. In an age of customer-centricity, laced with abundant choices, hyper-personalisation, and social media advocacy, the journey to retain a loyal user is even more critical than acquiring a new one. In the post-pandemic era, consumers are placing major emphasis on contactless servicing, channel-agnostic support, and a judicious balance of human-machine assistance. Let us look at some pivotal factors that will make or break after-sales service in the years to come.

1.      Dedicated online communities as brand custodians –

• On average, a customer has a minimum of 10-12 questions in their mind while buying products. It is essential for brands to start acting as true custodians and create an interactive platform that builds transparency and trust.
• Today, online fan communities have evolved from being just a checklist on the brand marketing roster to becoming thriving hotbeds for creativity and discussion.
• For consumers, it has become a space where they can seek advice and guidance for product problems, rely on a trustworthy knowledge repository, and use it as a one-stop destination. Also, users can share their product experiences and feedback for brands to implement in the long run, get information about new launches, activities, and events.
• As social distancing and quarantines continue, and people at large will tend to avoid physical proximity now more than ever, there is need for hyper-active, hyper-responsive online communities that believe in building genuine connections with the audience.

2.      The versatility of omnichannel service experience –

• Today, customers make use of multiple mediums such as live chats, applications, brick and mortar stores, ecommerce pages to seek support and service.
• Customer service in silos is a thing of the past. Welcome to the era of omnichannel services which brings the promise of a frictionless journey and high-quality service.
• With omnichannel support, consumers do not have to jump ship from one interface to another for issue resolution.
• Omnichannel also enables the customer to be self-sufficient as the brand creates multiple touchpoints for self-serve purposes. Customers can check the cost of spare parts of different models on official websites, raise requests and schedule doorstep pick-up and delivery of repairs and replacements.

3.      From generic to specialised skill sets –

• Customer service training is no more a one-size-fits-all approach. While the short-term ROI [return on investment] on investing in a good after-sales team is seen as amplifying positive social media word of mouth, eventually it makes consumers want to associate with the brand in the longer run.
• Over the next few years, we will see brands investing in building an after-sales workforce with specialised skill-sets, including emotional intelligence, resourcefulness, and empathy, with good crisis management abilities.
• This will also involve measuring aptitudes, personalised training sessions, quarterly and annual surveys to create a customer support team par excellence.

4.      The synergy of human and AI in customer service –

• Today,  chatbots have already automated manual, routine tasks, armed with a basic set of knowledge capsules. Conversational AI [artificial intelligence] is available 24/7, consistently helpful, reduces waiting period, and betters user experience.
• As algorithms become more sophisticated with machine learning and artificial intelligence, a few years down the line, bots will be able to learn, train, and evolve too.
• The role of the customer support team will transform dynamically as they will be required to help customers grow, enjoy an excellent brand journey, and derive immense value from products and services.

Read more at - https://www.forbesindia.com/blog/marketing-and-branding/future-of-brand-success-will-be-defined-by-after-sales-ecosystem/

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