Have you noticed the growing consumer demand for digital services? In the last two years, with the pandemic, there have been several transformations in our country, from the social, health and even economic spheres.
But it's not just these sectors that have seen major changes. In fact, when it comes to marketing, the consumer profile is no longer the same. With digital services, people have become even more online and have changed the way they consume.
Let's just say that this change in behavior is not a one-off. Digital services are here to stay and this is the new normal. If you want to capture leads and keep them satisfied, you need to get up to speed and find out how to serve your customers with the advances in digital services. Let's go?
Here you can see
- What has changed in consumer behavior;
- The influence of technology on marketing;
- 5 technological trends for customer service;
Let's get reading!
What has changed in consumer behavior?
Over the years, the biggest change in consumer behavior has been precisely their migration to the online format. Due to social isolation, people have become increasingly present on social networks.
And with these changes, it's clear that companies have had to adapt in order to attract customers. In order to cater to consumers who have moved to the virtual universe, brands have become more active on social networks and have started to create strategies for the new platforms.
In other words, with consumers going online and the convenience of purchasing a product without leaving home, digital services, which were still slowly making their way through the pandemic, have become essential to the customer experience.
In this new profile, consumers value practicality and sustainability and prefer to do everything online, even completing an application or making a purchase. As a result, demand for digital services is only set to grow.
We don't even have to go very far to prove this. Stop for a minute and think about Instagram: for what purpose was it created?
Basically, in the beginning, Instagram was used only for personal use and today it has become an e-commerce, a kind of virtual store that can reach an even larger audience.
But the social network is not the only example of an online service used by consumers. Among the new tools, app-based shopping has also grown significantly in recent years.
Delivery app orders grew by 103% in the first half of 2020 alone. Another survey by Conquist Consultoria shows that 71% of Brazilians prefer to e-commerce.
These results only prove what we've said so far: the consumer profile has changed and now they're online. And if you want to know how to attract customers online, the key is to be connected and implement new technologies in your marketing strategies.
The influence of technology on digital marketing
Marketing and technology have always gone hand in hand, and in recent years this relationship has become even stronger. Today, for an effective digital marketing strategy, it is necessary to implement new tools to improve online service.
With technology at your side and used correctly, you can automate your marketing strategies and streamline your processes. Imagine that, as part of your tactics, you need to constantly nurture your leads with emails, so sending them one by one would be a lot of work, wouldn't it?
But with new technologies, it's possible to automate this whole process, which, between you and me, makes your entire marketing strategy much easier.
Not to mention that, in an online and more immediate generation, companies need to be faster. Think of the following scenario: the customer needs to close a service and contacts two companies, but they have some doubts and need to resolve them before completing their purchase.
In this case, the company that has the best communication tool in place responds faster, comes out ahead and has a better chance of converting that lead. In other words, technology also has a direct influence on customer satisfaction with services.
In addition, technology has also helped companies to do their business. By increasing visibility and connecting customers and brands, technology, with the right marketing strategies, can build a solid relationship. You can already see that one needs the other to get good results, can't you?
If your company is not yet aware of new technologies, here's an important warning: your brand runs the serious risk of being left behind in the market. But to help you get up to speed and implement the new tools, in the next topic we'll talk about the technological trends that are here to stay.
5 technological trends for customer service
Shall we get down to business? Now that you've understood that the consumer profile has changed, it's time to use technology as an ally in your strategies. Below, we'll list five online customer service tools that you can implement in your company.
Artificial Intelligence
Known as AI, artificial intelligence is one of the main trends when it comes to tools used to attract customers. Remember when we talked about practicality? AI can help streamline your processes.
Innovative, AI is powerful software with the autonomy and capacity to carry out human activities. In other words, it thinks and makes decisions according to possible scenarios.
Artificial Intelligence is able to collect data, curate content, segment customers and even identify which leads are likely to complete their purchase.
See also:
Voice commands
We've already mentioned that convenience is one of the factors that customers value most in their journey. For this reason, voice recognition has become a valuable resource in recent years.
Instead of spending time typing, with voice commands, customers can ask questions quickly. In this case, the software identifies the user's voice and can direct them in the best possible way, which consequently makes customer service more agile and dynamic.
If you don't already use voice commands in customer service, it's worth keeping an eye on this technology. This is a tool that has grown a lot in recent years and the outlook is that users will increasingly prefer to carry out searches using voice commands.
Videochat
It's undeniable that video has become one of the most widely used ways of producing content in recent times. Whatever the platform, there are thousands of people sharing content in video format on a daily basis.
And if videos have become the trend of the moment, why not implement the technology in customer service? Video chat is a way of keeping you connected with the customer and strengthening that relationship.
Through videoconferencing, you can answer your customers' questions quickly. What's more, with visual contact, video chat builds a bridge of trust between you and those consumers who are not yet used to shopping online.
Chatbots
Incorporating artificial intelligence resources, chatbots can speed up customer service and prevent you from being left behind. With software, you can meet the needs of the consumer and answer their questions in just a few minutes.
But don't worry, although this communication is carried out by software, the dialogue is far from "robotic". With the implementation of chatbots, it is possible to maintain a natural and personalized language processing with the customer.
Augmented reality
For those who want to enter this digital universe and improve their marketing strategies, augmented reality is an essential tool.
In short, this new technology allows customers to experience your product in a virtual environment. Imagine the following situation: you own a paint store and want to capture more leads for your company, so you launch an augmented reality app.
On the platform, the customer can point their cell phone camera at a room and change the color of the room virtually, with just one click. Being able to see up close what the transformation would be like helps the customer experience and boosts their purchasing journey.
In other words, augmented reality helps the lead to experience the services offered by your brand and to understand the importance of making that purchase with your company. The software creates a closeness between you and the consumer.
And since we're talking about a new universe, there's also virtual reality. This new technology is here to stay and can transform your marketing strategies. If you want to know more about it and find out how to change your results, check out our latest post on: Digital content: future trends in media.
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