Customers browse the web like they do a store - showrooming is the common term coined in an age where your mobile can find a cheaper price than the product on the shelf next to you. However, despite living in an always-on world, human interaction is valued by the modern customer, as 64 per cent of people get frustrated when they are only able to interact with a company online.
In this, the second whitepaper in a series by ResponseTap, you can look at the evolving role of the phone call in the marketing mix. The results, coming from a major piece of international research, represent 4,000 UK and US and how they interact with brands on the phone.
The data looks at the impact of the phone call in the customer journey and therefore this whitepaper focuses on five core elements of that journey:
-
The online to offline experience
-
Building a customer profile
-
The human voice as the relationship milestone
-
Building brand equity
-
Creating a seamless experience for the customer