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Keeping Business Personal In The Digital Age

Business used to be conducted with a simple handshake. Things have changed in this increasingly digital world, but has it all been for the better?

Not everyone thinks so. That direct human interaction has become harder to maintain in an era when orders are placed with a click and a text announces your package has arrived.

However, that doesn’t mean businesses are losing that personal touch. It’s just moved online. According to a recent infographic published by Ambassador, a digital marketing specialist, 71% of global consumers are likely to recommend a brand to others if they have a positive experience with it on social media. On top of that, 70% of customers who received help via social customer service became returning customers.

Social media might seem to cause a gap between business and customer, but the reality is the opposite. Social networking and the use of social media doesn’t just allow a business to reach a wider audience, but they can personalise the experience for each and every customer they encounter. In a study by the Texas Tech University, businesses with active social networking are three times more likely to gain brand loyalty from their customers.



So how do entrepreneurs take advantage of technology while keeping interactions personal? The answers may lie in a quote...

The purpose of a business is to serve the needs and the wants of people.− Jay Van Andel

Customer A may prefer to place all orders online. Customer B may want to begin every transaction with some friendly chatting on the phone. A successful business owner will accommodate both. In fact, technology (in the form of a smart phone) makes it possible to handle both customers from a single device.

Here is something else successful entrepreneurs remember: Behind every text, email and online order is a human being who expects great customer service even when not standing right in front of you.

There’s even a term for the techniques to maintain excellent customer service electronically: e-Care.



A 2016 study, “Defining Future of Customer Care in the Digital Age,” published by customer service association SOCAP International, makes the point that “new customer behaviours, increasing automation, and sophisticated digital channels (including Social Media) are triggering the eCare evolution.”

Multiple studies indicate that the future of customer service will require finding a balance between interactions online and “in real life.” In a white paper published by content marketing firm mThink, Stephen Diorio, founder of IMT Strategies, argues that businesses need to find new, interactive approaches to building customer loyalty.

“Competitive, economic and market pressures are forcing all companies to create electronic marketing and commerce capabilities,” Diorio writes in “E-Care – Extending Customer Care.” “In order to grow faster and reach more customers, businesses need to combine a wide variety of online and offline channels into complex hybrid distribution systems.”



All this may be daunting to aspiring entrepreneurs who never heard of “complex hybrid distribution systems,” let alone have the resources or expertise to establish such a thing. But that doesn’t have to be a barrier to launching a business. In fact, it’s one reason direct selling might be an ideal option.

Reputable, established companies, like Amway, have a built-in infrastructure to help Amway Business Owners provide excellent customer service.

From training and mentorship to constantly updated digital tools to satisfaction guarantees, Amway provides new entrepreneurs with everything they need to maintain the highest standards for customer service.