The Importance of Humanization in Online Customer Experience

Retail, Customer Experience

Having a great online customer experience is key for me. I have four children, one dog, five fish, a large garden, and of course I work.

As you might guess, my “free” time is limited. I don’t want to spend ages dashing from business to business to run errands. So whether I’m using my laptop, my phone or my iPad, I do the majority of my business online.

This is not to say I’ve never entered a brick and mortar store. I like the experience of being greeted with a smile as I enter an establishment. I appreciate when a store associate helps me find the only brand of peanut butter my kids will eat or the right weight of paper for the brochures I’m printing.

The real challenge is that I expect the same treatment when I work online. As I mentioned at the beginning of this post, I don’t have time to spend hours trying to find what I need online.

Yet often, accomplishing my goals can be challenging. And when there’s no human being to come to my rescue, I find myself getting frustrated and angry. Humanization is key to keeping customers loyal and satisfied. In fact, the organization that doesn’t offer easy access to personalized assistance is the organization that very quickly loses my business.

Humanization—the Key to Winning in Online Customer Experience

The bottom line here is that if companies are going to build businesses online, they shouldn’t use that as an excuse to avoid personalized online customer experience. In fact, once a business is online, it’s even more important to continue to offer a human face.

It’s easy for me to hop from business to business online. If I begin to get lost in the maze of a site and I’m not offered customized assistance, I can (and will) quickly jump over to a competitor’s site. A good online customer experience is a major factor in whether or not a company will get my longer-term loyalty as well.

On the other hand, the company that offers a personalized, humanized experience is the company that will keep my business now and in the future. 

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About Glance Networks

Glance helps enterprise organizations create the ultimate customer experience with smart, omni-channel visual engagement solutions based around integrated cobrowse, screen share, and one-way agent video. We are one of the world’s simplest, most reliable and secure platforms that enable companies to see, show and share anything online, creating a frictionless path to great experiences in sales, support and customer service. The result is improved customer satisfaction and loyalty, increased revenue growth and operational savings. From financial services and healthcare to retail and travel and leisure, even the most advanced technology and SaaS organizations – we transform the customer experience for today’s business. Learn More »

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