Customer behavior is clearly changing; new generations of customers interact and engage with brands differently. It is no longer an automatic assumption that customers will use a phone channel to reach an agent, they now have options — and they’re using them to their full effect.
Younger generations are now digital natives who engage with agents across multiple channels and communicate effectively through platforms like social media. With these new digital behaviors and preferences, companies have quickly accelerated their transformation timelines to meet and exceed customer expectations on new channels. However, this evolving style of communication ultimately requires new strategies for successful CX and access to a 360-degree view of the customer.
The idea of evolving customer behavior across generations was discussed in detail at Opentalk, Talkdesk’s annual customer experience conference, exploring strategies and lessons from companies on the forefront of CX.
In its keynote session ‘Experience. A Better Way’, Talkdesk CEO Tiago Paiva touches on the importance of the promise and potential of CX in keeping customers engaged and satisfied. He also notes that an intersection of trends is ultimately driving this new wave of customer experiences.
Increasing expectations of Millennial and Gen Z populations exist at the center of this intersection. Paiva states that Millennials and Gen Z have a combined total of $2.5 trillion in spending power, marking their preferences and priorities as paramount to the evolving customer experience. Additionally, this younger population is more digitally inclined, and they make decisions that align with their deeper values.
To further this idea, speaker Colson Hillier, CMO of Alorica, notes that evolving customer behavior is ultimately underpinned by the ‘always connected’ customer. With access to so many different channels and technology, customers gained the opportunity to engage in more frequent interactions. But, they also expect these new channels and opportunities to advance their customer journey not simply exist independently.
Additionally, Hillier notes that customers now set the bar for what a great service experience looks like. New technology has ultimately given customers a platform to make their voices heard, which makes listening that much more important. Therefore, companies must implement technology that allows companies to gain a deeper understanding of their customer’s intentions to identify their pain points and successes.
Beyond just the implementation of technology, Hillier argues that there must be a strong alignment of technology, talent, and processes — when considering all three together, companies can achieve the most.
Jeff Sturman, SVP and Chief Digital Officer of Memorial Healthcare System, also gave his perspective on customer behavior in the evolving healthcare space. The patient experience, he notes, has entirely changed as the world turned upside down. Patients currently dictate the agenda now more than ever, he stated. His customers now take a more proactive role in how they care for themselves, and they want access to more information and a more comprehensive overall experience.
Because healthcare at times represents a stressful and complicated process for consumers, Sturman notes that his goal is to make care easier to navigate. Technology has made a significant difference in how Memorial Healthcare System delivers care — before the pandemic, the organization saw 2,000 patients a year via telehealth appointments, but now, that number has climbed to 250,000. Digital tools like Talkdesk’s platform have truly helped his organization, and the healthcare space overall, advance by offering avenues for more proactive and precise care. While quality used to be the primary differentiator, he notes, patient and customer care is now the leading priority for companies looking to remain competitive.
To hear more about the evolving customer experience, and learn top strategies and advice from industry-leading speakers, register for Opentalk and view more live sessions on June 16, or catch them on-demand.
Photo by PEXELS