First customer service, then customer experience – what's next?

In the 1950s, "customer service" was not even there. This was part of the fabric where everyone was doing business, but no one talked about it. This meant that you bought a hardware or grocery store for your bag. This meant bringing dairy dairy products to the door. That meant hand-written "thank you" remarks from the local family store to buy the dancing skirt for great dance.

Sometimes, the service changed and became somewhat fuzzy, priorities – we watched civil rights and international conflicts, as well as at work and homelessness at home. Businesses just tried to survive, and as the more traditional fabric ran away, the service was getting faster and less personal.

Customer Service resumed in the 1980's and 1990's, and together with CRM – Customer Relationship Management. Clients' shopping journals (customer purchases, preferences, and personal records) were on the Internet. Trends have been tracked. Segmentation has been applied and exploited. All of this was "surprising and joyful" and both companies and customers were given a while. It should, however, be noted that this was a milestone in the loss of privacy.

Over time, it was getting harder and harder to surprise and rejoice … companies counted that it meant more than what they were planning. Customers realized that standards and expectations were growing and were less and less dissatisfied as companies were unable to support these expectations. Fortunately, the experience of the Customer has been fulfilled and "wow" has been re-introduced. In this new era, there was not enough extra packaging to buy a special jewel or knowing that the best dog dog name was Fluffy Magoo. It was a great customer experience that pushed Fluffy's photo of free wrapping paper. This meant whether customers purchased in the store, laptop or smartphone, the Fluffy Wishlist was available. This meant that a purchase from this Wishlist could result in a 5% donation to the local shelter. Betting was getting higher and new ways of reaching and influencing customers were innovative and thrilling, and again, costly. Human nature is just as flexible. Human nature wants something new. We wonder what the better is, what's next and what's next.

So while Customer experience is still strong, there will inevitably be a "next" and companies want to be there to greet future customers. What's "next"?

To set the scene, talk about social influencing factors. In the middle of the 80's, high school social influential young people called two young women Annie and June, who could not have been different from each other but respected them just as their style of attitudes and behavior. Annie came from a wealthy family and became known for her blonde hair that was perfectly perfect due to visits to the real salon (most of them went to the SuperCuts shopping mall to pick our odds) and that all the colors of Izod (14!) Lacoste (also known as Lacoste ) alligator t-shirt that could be obtained from a larger city (our small town only had two colors in the local Bon Ton). It was ahead of him and he was able to get rid of the "pink and green" color scheme that was so popular, without being sticky. He always smiled, never swore, had a million friends (today's "team") and liked all his teachers. He was Taylor Swift's day and what I would call an "active" influx. In June, however, the same pair of faded Levi was wearing Brooke Calvings, her hairy, hairy hair was rarely worn and was in a position that reminded one of James Dean's (June Dean?). She was super smart, she was a bit distracted and a little unpredictable. I think people, including the teachers, are afraid of it. It was cool, without trying. He was the passionate Gal Sophia Amoruso's day. She was "passive" because she never talked about herself, her clothes or her friends. I admired both of them, and I was still wearing Levi at age 51 (old and faded, new and dark crunchy). And actually a white and a lime-green stud shirt nicely folded in my closet, which served this summer well. Annie and June, every other year later, still have influence.

Why is social influencing important and what's next to the next wave of customer service and customer experience

This is the next wave of what I call Consumer Fusion. Why is it a "consumer" and not a "customer"? Customer refers to the purchase or replacement of goods or services. Consumers are wider – you can consume something (free play in Central Park, sunset on the Cape May beach) without paying explicitly and in some cases without recognizing which brand or company or institution you owe to consumption. You need (or want) the brand entity and the brand entity needs and needs it. Symbiosis, especially when recognized and measured, will give you a deeper understanding of the cause and effect of large and small actions in a deeper understanding of the health, profits and judgment of the brand and the company. Organizations for whom this fusion can be properly utilized will benefit.

The "Fusion Score" – the number derived from the measurement of the symbiotic relationship between the customer (consumer) and the brand – in a sense, is the link. Did the brand have an outdoor concert for teenagers and three days later saw a sales promotion? Was a pop singer performing a concert wearing this brand-name sleeveless sweater and getting more 100,000 Twitter followers? Their fusion score rises by 3 points. A week later, wearing the same glittering sweater, does this artist feel sick in the hottest Hollywood restaurant because he has bad taste of salmon foods (and tweets about it)? Their common Fusion score drops because, although the restaurant is blamed for scary fish, the pop artist blamed the wait when the kitchen was a mistake, which seemed to the artist to be tiny. Their Fusion score dropped 8 points, and the Fusion score was also made for an artist with a sweater brand name.

You might think … what do you have to do with me or the average person? We are not pop stars or makeup bloggers with millions of followers … why do you care? Well, just as Annie and June, the small town's ordinary youths can influence (up to 35 years later). And it's important to understand that you can be active or passive and still have an influence. You can be extroverted or introverted. You can buy it completely and invisibly online or you can see it personally in local malls and boutiques. You can be a party animal or poetic reader.

Companies and organizations should continue to care about brand judgment for everyone, not just Taylors and Sophias. You expect me. You are able to shape the brands they invest in, create their products, give charitable contributions and pay their employees. You vote with your feet, wallet, and voice. The brand is able to shape your image, your perception, and your well-being, and it does the same. Fusion. The future … not just with the customer but with the consumer

Source by sbobet

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