{"id":51374,"date":"2019-02-07T19:11:00","date_gmt":"2022-10-18T19:11:17","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=51374"},"modified":"2022-10-30T19:51:32","modified_gmt":"2022-10-31T02:51:32","slug":"connected-customers-demand-connected-cx","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/connected-customers-demand-connected-cx\/","title":{"rendered":"Connected Customers Demand Connected CX"},"content":{"rendered":"\n

It wasn\u2019t so long ago (although it seems ages ago) that customers were okay waiting 24-48 hours to hear back from a business when they initiated communication via phone or even email. This wasn\u2019t reserved just for customer service, even an email to sales held little expectation that a response would be immediate.<\/p>\n\n\n\n

Reacting or responding to a client request was the way many companies would engage with customers \u2013 they were there if customers needed them. It seems almost quaint in its simplicity!<\/p>\n\n\n\n

Then some businesses realised that becoming more proactive, especially with customer service related issues, could have material impact on call center volumes and reduce service interruptions due to lack of payment. For example, rather than allowing gym membership renewals to fail because a customer\u2019s credit card expired, smart gym managers ran a search every week for customers with payment methods due to expire in the next 90 days, then sent them a message with a link or phone number to use to update the information. In other words, businesses began to act as if they knew and cared about their customers beyond just the first sale.<\/p>\n\n\n\n

However, with the advancements of technology has come an ever-increasing customer expectation. Now we\u2019re in an environment of \u2018always on, always available, know me, engage with me in the channel I want\u2019. While it took a while to go from reactive to proactive, we are rapidly approaching customers expecting \u2018predictive\u2019. If a customer buys high-end shaving cream, they\u2019re also likely interested in other men\u2019s skin products and perhaps even particular brands of shirts, ties, shoes and watches. If they buy a particular type of camera, they\u2019ll need to find out about protective carry cases, batteries and memory cards. Recommending what a customer may need because of something else they have purchased is now table stakes for many high-performing growth companies.<\/p>\n\n\n