Relevance has a deadline and it's when the customer says it is.
Consumers want relevant content -- and they want it now.
Netflix is addressing this need by enabling subscribers to watch the entire series of a show in a single weekend.
If you are not able to give prospects or customers what they want when they want it, someone else will.
Real-time engagement is one of the most powerful ways for brands to communicate, as well as a great way to show prospects and customers their importance and commitment to being responsive.
A company must be structured to handle real-time conversations.
Eric Korsch, V.P./Group Director of Brand Content at DigitasLBi suggests four things that need to change:
- Teams -- made up of those with broader experience and fewer people with greater knowledge of what's relevant by knowing the client and their customers' needs and wants. A smaller team is more likely to share important information among themselves and more easily "have each others' back."
- Process -- faster and shorter response times, a sincere sense of urgency by team members. Leads responded to in 5 minutes or less become qualified leads 100-times more frequently than leads responded to in 30 minutes or less. Engage the customer at the moment they are ready to be engaged. They'll be impressed by your timely responsiveness.
- Translation -- know how to deliver a consistent, cohesive integrated message across multiple channels. The ability to translate assets into consumer value in all media and on all channels. The consistency of message builds trust.
- Mindset -- fearlessness and a consumer orientation. Provide value to consumers at every toughpoint, with every interaction and every message. If you make a mistake, admit it and move on. The customer will appreciate your honesty, humanity and transparency.
Today the consumer owns your brand and brand image. You must be able to deliver the information they want, when and where they want it.
Be real. Be relevant. Be responsive. Or, be gone.
Are you and your firm ready for real-time conversations?
Your customers are.
Real-time conversations are a great way to build trust, relationships and generate real insights with regards to customers' needs and wants.