The surge is on

By this time, we all have heard of the term ‘storm surge.’ A storm surge happens when there is water uprising in a coastal area brought about by a strong typhoon.

This ‘surge’ term was relatively unfamiliar until Typhoon Yolanda hit the country.

Now, if you own a business, then be ready with a new kind of ‘surge.’

While I was in California last year, I came across this online-shopping phenomenon called, “The Late Shopping Surge.” Some headlines say, “Late Surge in Web Buying Blindsides UPS and Retailers.”

After seeing this, I realized that consumer behavior is quickly changing.

Customer service standards are being challenged. While this may be difficult for an established business to accept, the more astute and forward-looking company may see this as an advantage.

The Christmas shopping rush of 2013 in America portrayed a grim picture. It showed that many retailers and logistic companies still do not fully understand consumer behavior in the age of Internet.  Shoppers held on to the last minute before they bought.

Shoppers frantically ordered online because the online store promised them it could be delivered within two days. Then Christmas came and the gifts did not arrive on time. And so shoppers were furious, they brought up complaints to the delivery systems and these systems responded by giving them their money back.

But when you see the number of ordered packages for delivery during that time, it was virtually impossible to accomplish.

Who is to blame, the delivery service? I don’t think so.

Culture exacts its pressures on business, “please call back during our regular business hours.” Do you know what goes in the clients’ minds? “Do I really have to put up with your regular business hours when I can go in a 24/7 online store?”

About 73 percent of all customers between the ages 18-45 will bolt after one negative customer experience. And worse, they will tell their friends, their followers in various social network platforms and tell -not seven as some speakers would say- but 700 people more.

And if I post my negative reaction in all of my digital platforms, I am telling at least 350,000 people who have friends of their own who can pass the same information to other people. This is a nightmare for business organizations.

Your customers do not want just customer service today. They want Customer Empathy, to be understood.

They have multiple needs. What they hate is a rehearsed script read by a telemarketer flawlessly, but lifelessly. They want you to understand how they feel.

Customer Service is transactional.

Customer Empathy is emotional.

Guess which one wins in the end, especially when you’re dealing with local customers. And these customers are considered the world’s most emotional people by Gallup Polls 2012.

Because of technology, customers today are “On Demand!”

They want live streaming SERVICE.

These customers are conditioned to have anything they want, anything they need at a snap of a finger. Shop for something and just wait for two days. Need information? It only needs a few seconds.

Customer urgency is the new customer.

Here’s how it goes for societies and countries with really fast Internet speed; if you cannot serve them at broadband speed, then you are not rendering excellent customer service.

Your customers might think that your business is lazy and inefficient. The emotional ones might think that you consider them as irrelevant and disrespectful.

What will they do? They will get angry and express feelings in their own digital spaces and all these will reflect badly on the business. This is their revenge. And this is the new surge that every business establishment is facing.

Fast is the new slow. The speed yesterday is too slow for today. Technology (hard ware) and personalized service rendered by front liners (soft ware should be upgraded constantly and people should be trained and inspired to do their best.

Now, here is the question, do the leaders in your organization know this? And if yes, what are they doing about it?

Ignorance is not bliss. Many businesses have ceased to exist because of it.

(Mark your calendars. Spend two inspiring days with Francis Kong learning leadership and life skills as he present Level Up Leadership on Sept. 23-24 at EDSA Shangri-La Hotel. For further inquiries, contact Inspire at 09158055910 or call 632-6310912 for details.)