21 June 2010 24 Comments

Brand: the customer service equation is shifting

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

differentI was thrilled recently after a discussion session with a think tank group that comprises of customers (Generation X, Y with a little of baby boomer), service providers, some other informed opinion leaders in the area of branding, marketing etc. Prior to this, I have stumbled on an article ‘Future of Retail’ on the net and was fascinated by the trend at which customer service as well as business relationship with clients are being conducted in other clime.

While we keep the argument that it is not possible and we may not get there soon because of the peculiarities of our environment I believe we must start learning how it is down so that as soon as the environment becomes conducive, we are already armed to go.

In above caucus/group discussion, we were basically chatting about today’s customer with regards to how to relate with them. While many brand owners are still sleeping, the group envisaged that most product producers and service providers are still thinking that customers have not changed. The Customer service word equation is gradually changing at a rate that if care is not taken, most will be left behind. The use of customer service with regards to customer is now synonymous with Content, consistency and community. The age of telephone based customer service is gradually being phased out.

Customer service is basically shifting online with the aid of new media tools. Where the goal post is shifting to  will be the focus of our discussion today. Brand owners must begin to develop their capacity to effectively feature in this realm in order to remain relevant.

 Content: Content creation skill, development and marketing are essential skills that brands must develop to spread their messages as well as to gain eyeballs that will turn browser into buyers and advocates.

Consistency: whatever your brand is doing to excite, ignite passion of your potential and actual clients needs constant fuelling and lubrication

Community: Community is now as vital. Just like the blood that pushes nutrient into the body, brand community must be built with the right skill. Are you incorporating these tools into your customer service idea.

24 Responses to “Brand: the customer service equation is shifting”

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