Skip to main content

The evolution of customer care - How to manage the company-customer relationship in the omnichannel era

By 1 February 2024No Comments
Customer care

The evolution of customer care it is an inescapable reality in the digital age. The old concept of assistance is radically transformed, becoming a crucial point of contact between company and consumer that impacts the customer experience. The need to create engagement, respond promptly and be present across all digital channels has never been more pressing. 

From the analysis ofMultichannel Observatory of the Polytechnic of Milan it emerges that 67% of Italian consumers consider digital a key element in the purchasing process. This omnichannel scenario requires a hybrid and synergistic approach between online and offline touchpoints, where modern customers demand immediate responses and direct interactions with brands.

Data in hand

A search for GoodFirms of 2022 highlights the importance of customer care in determining brand loyalty: 48.1% of those interviewed say they are inclined to recommend a company if they are satisfied with the assistance service. Preference for contact channels varies: 25.9% prefers telephone, 22.2% live chat, and 17.4% virtual assistants. These data indicate a clear trend towards immediate and technologically advanced assistance methods, as well as a service that offers different assistance channels.

Real-time customer care is no longer an option, but a necessity. Creating engagement and offering seamless assistance both online and offline becomes essential. The expansion of support services includes real-time channels such as profiles on social networks, chat on websites is video assistance services, in addition to the traditional ones call center. A company's ability to provide immediate responses, especially in public contexts such as social media, is critical to maintaining a positive brand image.

Take advantage of modern technologies 

The social customer care it becomes a powerful sales tool and a means to build exclusive relationships with customers. Negative experiences can seriously damage a company's image, while efficient service results in positive feedback and recommendations. Social media support is also cheaper, with the 66% costing less on average than traditional call centers. Facebook and Twitter are the most popular channels, offering users different ways of interacting.

Modern technologies play a crucial role in the transformation of customer care. L'Interactive Voice Response (IVR), i Contact Center in the Cloud, the live chat, hey chatbot based on artificial intelligence are just a few examples. These technologies not only improve the efficiency of the service, but also allow a proactive approach, anticipating customer requests and problems.

In addition to these technologies, also the augmented reality and the immersive apps they are establishing themselves as innovative assistance tools. These methods deliver more engaging and effective experiences, increasing customer satisfaction and loyalty.

Not just a simple service

Finally, it is essential to recognize that customer care today is not just a service, but an experience that significantly contributes to the customer journey. Tools like responsive sites, email, and phone have been complemented by more connected and interactive experiences. Helping the customer not only improves their experience, but also increases their perceived value, translating into greater Customer Lifetime Value and stimulating word of mouth, a central element of Referral Marketing strategies.

In conclusion, customer care in the omnichannel era is a vital component of the company-customer relationship. Companies must quickly adapt to this evolving reality, integrating innovative technologies and engagement strategies to deliver exceptional service experiences. This not only meets the needs of the modern customer, but also establishes a lasting and trusting bond with the brand.

Contact us for more information.