Fueled by mobile usage, customers expect seamless experiences across the multitude of touchpoints through which they interact with brands. This includes an expectation of individual recognition at any of these touchpoints, whether it’s in-person, online, on the phone, or through social media, people expect the brand to know who they are and respond appropriately. 80% of survey respondents stated that they are loyal to brands because they consistently have a great experience with them; this outranked the quality of the product and whether they felt the brand represented their beliefs.
In this multi-channel, instant-feedback environment, there are often breakdowns in communication between different groups within an organization. The result is a fragmented and frustrating experience for customers who remain anonymous to the business units throughout it. In the age of personalized services such as Uber and StitchFix, this is unacceptable. The customer doesn’t care how you are organized as long as you organize holistically around them.
In this world, companies like Warby Parker are reinventing all expectations. The connection between ordering your glasses, trying them on, and receiving them are seamless. In fact, try giving their customer service line a call and you’ll be pleasantly surprised that a person picks up the phone to answer your questions directly, not an interactive voice response.