Customers want to engage with your product or service in the method and time that best serves them. In digital that means providing access to your brand or service on any device, in all channels and touchpoints, with the proper feedback and responsiveness.
Customers expect you to be always on — and most of them prefer to interact using chat than phone or email. Facebook Messenger as a channel for support has pushed us ahead of light-years! Now, you can converse with businesses in real-time, and Facebook will even show you their average responsiveness and if that responsiveness is poor, forget even engaging at all.
This expectation of real-time messaging and responsiveness seeps into other media, too. It’s not just the expectation on Facebook Messenger or Slack (either internally or with vendors), but on-site conversations and chat are all expected to be real-time, 1:1, and authentic. That’s a big change from the world of snail mail, and then email.
The world operates in synchronous time now — so that means you need to amp up your communication technologies and strategies while still using email to share important documents and communications your customers will want to come back to again and again.