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Boomerang Effect: Market Dynamics Are Driving Customers Back to the Manufacturer
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White Paper: Boomerang Effect: Market Dynamics are Driving Customers Back to the Manufacturer
Overview
A huge wave of change is crashing the shores of the customer landscape, propelled largely by an upheaval in market dynamics. It’s no surprise that product distribution via the Internet and big box retailers has caused seismic shifts in the way consumers buy everything from MP3 players to garden tillers. But amidst these changes, there’s one thing that product manufacturers missed: the upsurge of customers coming back to them for support.
Buyers have extended their purchasing power, using the Internet and their phone to research, buy, and ask follow-up questions about how to install, use, and troubleshoot their new purchases. Gone, for the most part, are the experts at the local mom-and-pop store who could tell you everything you needed to know about any product on the shelf. Now, customers have a direct pipeline to the name on the label, and they expect the manufacturer to be ready to provide information whenever they want it.
These consumers have known and respected your brand; now they are raising the stakes of your relationship with them. Are you prepared to take advantage of this new dynamic?
High-performing companies are already doing so. They have trained contact center personnel to treat the returning customer as a valuable asset, not as a problem that should be handed off to a channel partner. They have redesigned Internet, contact center and email operations, carefully aligning them for consistency and turning them into positive experiences for building customer relationships. In short, the returning customer presents a huge opportunity, both from a loyalty and a revenue standpoint.
Whether or not multi-channel manufacturers have adopted a direct sales model, market dynamics are forcing them to adopt a direct service model. Learn the modern dynamics of the value chain, four best practices for leveraging ecommerce customer relationship management, and market data to help you address the change.
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