How sure are you that what is said to prospective customers is heard the way it may have been intended?
I came across a blog post from Chris Brogan titled Customers Don’t Want Content – They Want a Better Path. That got me thinking and inspired me to share some thoughts on what I believe modern consumers are looking for in digital relationships with brands.
Whatever you are, be a good one. ~ Abraham Lincoln
Marketing has become trickier than ever and the same may be said for customer service. Why? I think the connectedness of the world has changed consumers expectations while widening the possibilities of brands and people to go beyond expectations when it comes to communications. A SlideShare presentation by Gary Vaynerchuk got me thinking about this topic and much of the data shared in it makes so much sense.
Consider that three out of four consumers choose a vendor based on free shipping alone (slide 47). I can relate to this stat as I have been pleasantly surprised numerous times when dealing with Amazon or Zappos and finding out at check out that my order qualifies for free shipping. I always pay attention to how much shipping will be so imagine the feeling when I find out it is going to be free!