Value and location used to be the concept of convenience. Today convenience is about getting what you want, when you want it, whatever that may be. Today is the generation of empowered consumerism that has different expectations from brands and where they expect them to be. Edelman had conducted a survey recently that came up with some interesting findings. 87% of people born between 1980 and 1995 go to multiple sources before buying a new technology product.
31% looked in seven or more places; 86% looked in multiple places before selecting a more commonplace product or service. They’re not afraid to shop around and actively contemplate purchases. In this environment the marketer needs to provide exceptional social media customer service. Good service, and the ways in which a brand can best meet the needs of its customers, lies at the heart of this new approach.
For all customers, the one thing they all want is good service, but in all other aspects they are completely different. This is not easy as each solution will be different. UK retailer Debenhams, for example, appointed six in-store sales associates as “Twitter Assistants” to monitor a designated hash tag during its four-day New Season Spectacular.