In the previous article, I have written about the new expectations of B2B and B2C consumers. In an ever faster world, many people have the feeling that personal contact with other human beings is becoming a rarity.
And the digitalisation, which empowers remote working and communication, does his part to amplify this.
Local commerce get’s often impersonal as well. System gastronomy, supermarkets, self service bakeries and department stores with too litle sales assistants and centralized cash registers with long queues, make shopping sometimes a lonely activity.
In addition to the demand for sustainibility, authenticity, a personal service becomes very important. Before buying, people do research. No matter if it is a private purchase, or one which is done for the company.
Social media are a good resource and potential consumers are brwosing through comments from other customers. Forums and blogs are another place to get information before buying.
Microbloggers and -influencers are gaining importance, because there is a person wrtiting about his or hers experiences about a product or a service. Someone, who’s interested, can leave a comment with a question, or even send an email. This is more personal, than just reading a product description.
Webshops are facing the challenge, to personalize the customer expierence and customer journey, to keep them attached.
The number of shops on the World Wide Web is increasing, as well as the number of products offered. In addition, there are innumerable suppliers (brands) and variations for every product type. More and more consumers are, literally, slain by the oversupply.
It’s getting harder and harder to find the products you’re looking for. Thus it is necessary to personalize webshops for the customers:
- Offer individual shops based on customer interest, purchase history and predictive analytics
- ndividual landing pages
- Dynamic landing pages
- Atomic Design (design concept in the layouts based on the customer data & preferences constantly reassembled)
- Automated, individual customer contact via instant messaging and chat bots
- Big Data to SmartData
- Interactive User Generated Content
- Same Day Delivery
There is a really exciting and amazing Google Duplex video about the chat bots. I have posted this video in another post already, but I’m very excited about this innovation and so I think it’s worth to post it twice and in case you didn’t read the other post yet 😉
Voice control will be a must have in the near future. Text to speech is used seldomly, although it’s great feature for disability access (visually impaired visitors) and the option to search and navigate through a website is another feature, that is already existing.
I had one minor experience, when I registered on About You. Normally in the header bar of the site, the Name of the shop is displayed.
When I came back the second time and logged in, the site title was changed.
I found it funny and in a certain way I thought it was nice to see, that they “recognized” me. Of course I know, that there is some script, which makes this possible. But it gives a customer the feeling of being noticed.
When I was visiting the hotel management school in The Netherlands, one of the first things we were tought, was the importance to know a guest’s name. It’s makes someone feel important. Especially when arriving with associates (Did your hear that? They know my name here.)
We’re all a bit vain (that’s the reason we show our clothes, our selg´f baked pastry and our self cooked food) and rewading or hearing your own name, makes you feel special.
And we’re all human beings with almost the same emotions, needs, expectations and fears. Even when we are acting professionally.
And therefore B2B companies should be empathetic and offer a personalized service. The person who wants to buy, could have bought his or her new jeans ten minutes before and have experienced a pleasant and friendly service druning he or she was taking care of.
Especially in Germany, a lot of people are not fond of the digitalization and many companies are not aware of the need to change their customer eperience.
For companies, this can lead to a loss of customers and a collapse in sales.