One Size Does Not Fit All

Opinions are being weighed from all over the globe as brand marketers and retailers look forward to the economic upturn in 2010 and beyond. The big question seems to revolve around the customer experience. Is price the driving factor or is there value in truly great service? The answer is that “it depends.”

In his opinion column in the Times of London, Accenture executive Neil Miller say there is no one model that will fit all and that approaches must be targeted to fit individual channels and markets. His company reports that nearly all UK businesses have invested in improving the customer relationship, but either they are missing the mark or the target is moving faster than the aim. Miller says, “Almost two thirds of British respondents in the study reported switching between businesses in the past year as a result of experiencing poor service. Only about a third believed that customer service experiences had improved.”

Less loyal and more demanding customers are setting the pace. It becomes more important to understand differences in customer service needs and channel preferences as they align with your brand proposition and the balance between price and value. Miller explains, “Different sectors have different agendas and demand different services and models, which must be tailored using appropriate digital platforms, processes, data, analytics and skills.”

In the end it comes down to differentiate and deliver. The upturn offers an opportunity to reach out and engage your customers. But one blanket approach will not work for all markets as it has in the past.