Customer Service & Shop Experiences: Stories in the queueApril 22, 2014
Best Timing for Getting Customer FeedbackJune 25, 2014
To fully understand the meaning of engagement and its application in the Customer Service Area is one of the main building blocks that motivates our entire team towards the development of new products and solutions for our partners.
For those of us who work at Wavetec, the customer’s engagement deserves to be resignified every day. It’s not only a question of technological tools and it actually exceeds the provision of entertainment content for the waiting audience. It has to do with a combination of different elements that includes technology, physical space, assistance representatives and customer knowledge; all relevant aspects in the construction of appropriate scenarios for the creation of unique experiences of the interaction with the brand.
Speaking in terms of unique experiences represents a bigger challenge because we are in an emancipation process of collective behavior. Consumerism is established as a building element of the construction of personal identity, since we define ourselves according to the products, services and brands we choose in our daily life.
How to appeal to the consumer in this context? I found the first clue in the books I read as a teenager. There is a children’s collection called “Choose your own adventure”, in which the reader gets into a story whose experience is built step by step according to the decisions s/he makes, with multiple possible endings. For instance, if at one point the protagonist decides to get into a spaceship, you have to go to page 76; however, if you prefer not to take the chance, then the story continues in another section of the book.
The first step to turn your client into the protagonist of his/her experience is to acknowledge their individual characteristics beyond the traditional segmentation variables like age, gender and socio-economic status. If the intention is to provide a relevant message, engagement is possible as long as the ability to connect with their needs, likes and preferences is developed. Accordingly, I believe that one of the most useful tools is direct observation in the Customer Service Area, to be able to understand the behavior and response to the stimulation they are exposed to.
In relation to the individualization of the consumer, it is worth noting the well-known recurring promise in the digital signage world which states “providing the right message, to the right person at the right time”. This concept creates new challenges every day since mobile devices are heightening its significance due to the attention received and possibilities offered. However, when a consumer explores a store or moves around a waiting area, looking at the mobile is not a full time activity, and it is here where the companies need to utilize other technologies to keep the consumer engaged while for example looking at the shelving, creating “the right message in the right place”.
To conclude, all displays play an important role in the construction of appropriate scenarios for purchasing or service provision, where digital signage solutions provide the opportunity to communicate “the right message, to the right person at the right time” or “the right message in the right place”.
To achieve the expected engagement through experiences, technological solutions must be integrated to the physical spaces in a strategic way, not only to facilitate the interaction brand-consumer, but also to guarantee an efficient resource organization and to obtain relevant measurements for management improvement. This ensures the maximum benefit of the available tools to provide a pleasant experience for the consumer and a profitable experience for the company.
For more information, we invite you to know more about our Wavesphere products, designed to provide a comprehensive solution to your needs in the Customer Service Area.