The Consumer Seeks a Specialist

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We dub 2010 as the year of the empowered consumer.

Our survey of over 400K consumers gathered perceptions of various organizations; participants were consumers who shop, travel, dine in restaurants, bank and entertain. Real people, representing different demographic segments responded to questions about the companies they did business with – including yours.

We surveyed their needs, their expectations and their feelings about marketing messages and social media; we went further, conducting focus groups and having detailed conversations. We found that customers want choice. We found that consumers value organizations that can keep up with them and communicate across channels – leveraging digital channels and social media are essential for engagement and give you the best opportunity to connect with them.

An engaged consumer is the best thing for your business and an Empowered Consumer will be the type of consumer businesses will have to deal with going forward.

The first thing to remember is that the consumer seeks a specialist. Remember the empowered consumer has already done most of the research as the web & mobile gives them information at their fingertips. Additionally, they have access to forums and the convenience of social media allows them to get peer feedback in real time. Consequently, when they walk into your store, your branch, or touch you on any of your channels - their expectations are as follows -

1. Your touchpoints is all knowing, a specialist that can educate them and answer their question &

2. If they don't know the answer they have access to resources in near real time to assist the consumer.

Join us this afternoon at 2.00 PM EST as we talk about our research, including six other things that consumers expect from companies. Additionally, we got consumers to open up about their expectations on social media. We hope to share what consumers really want. More information at the Service in Action site.