A few years ago, I visited LandsEnd.com, and I was amazed to see that they offered live support via chat. Well, a lot can change in a few years, and now not only am I not amazed by sites that offer live chat, but I’m a little disappointed by those that don’t.
Apparently I’m not alone. A recent Adweek.com story about the new realities advertisers are facing, for example, discusses consumers’ expectation of “instant gratification” when it comes to customer service. And live chat is just one of the tools marketers need to consider when it comes to responding to these expectations. As Andy Jacobs of MRM Worldwide says:
"Our clients find themselves in a very reactive world...They're forced to respond to things. They need methods by which they can confidently and quickly publish info through the right channels."
How are companies doing this? Twitter is in the mix, of course, because companies can monitor customer comments and respond in near real-time. But other innovative tools exist that allow organizations to connect with customers more quickly than ever before. One example: the message board on the Ivy Tech Community College home page, where students, parents and prospects can post questions about everything from financial aid to transferring credits to a four-year college or university. In addition to responding directly to those who post, the message board also provides ready answers to the most commonly asked questions.
How is your organization responding to your customers’ need for “instant gratification”? What tools do you wish other companies would provide to get you faster answers to your questions?
--Anthony J.
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