Traditionally brands have segmented their customer bases by demographic factors such as age, and used this information to drive specific customer experiences for each group. However, this only goes so far, as age isn’t always a good guide to customer needs. For example, 45% of APAC consumers are millennials, but that doesn’t mean they all have the same needs, wants and desires.
The move online has transformed how consumers interact with businesses, and opens up completely new markets to companies. However, as you cannot physically see your customer it can make it more difficult to understand them and their motivations, and consequently provide a personalized customer experience. For example, the degree of formality customers expect in written and verbal communications...
Last weekend the British arm of banking giant Santander became the latest company to announce plans to return its international contact centres to the UK. The aim is to improve customer service, after previous poor performance was highlighted by the industry ombudsman.This is obviously good news for the 500 new UK staff taken on to handle the estimated 1.5 million calls that will now be &lsq...
Recent figures on Facebook usage seem to suggest that user growth is slowing – or even declining – in some Western countries. While this may be true, the percentage of the UK online population that are still signed up to the site is an enormous 58 per cent – hardly small. Therefore as a channel for consumer interaction it still needs to be part of every organisation’s...
New research has found that more than three times as many Indians use social media for customer service compared to the UK and US. In the study, by analysts Ovum, nearly four in ten Indian consumers had embraced social media to raise customer service queries – in contrast, only 12 per cent of UK and US consumers have done so. Indian consumers both used it positively (to promote good se...