We all buy things. Most of us make purchases every other day, which means we’re all consumers. We interact with brands the majority of the time we buy something.
There’s no doubt the entire purchase funnel has changed; just think about the purchase process of a smart phone 20 years ago against purchasing today. Back then, you probably had to visit a phone dealer and talk to a ‘Phone guy’ for half an hour before eventually being pressured into buying the ‘best’ smart phone in the store.
These days, you read some reviews, make an informed decision, order your phone on Jumia or Konga or any other e- commerce store and you’re done. Your experience with the brand thus far is about the product and neutral information on the product, not a pitch from a sales guy. And that’s the way we want it!
But wait. There is a problem with your phone. You reach out to the e-commerce store on Twitter, hoping for a quick resolution. What happens next is the defining moment of your brand experience. If you’re treated well, you’ll love your product and the brand that took care of you. If you don’t receive good customer service, chances are the brand will lose you forever.
These are the conditions of conducting business in this day and age. Is your brand prepared to manage relationships via social channels?
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